【目的/意義】企業網絡輿情傳播對企業、社會產生不可忽視的影響,是一個值得關注和深入探究的問題。對該問題的研究能夠為管理部門和企業管控網絡輿情提供理論和實踐指導。【方法/過程】基于傳播主體的特性,利用系統動力學原理,通過建模和仿真對情感距離、信息風險感知、企業形象和企業輿情事件處理效果這4個因素進行敏感性分析和對比分析,并提出相應的企業網絡輿情傳播的防控對策。【結果/結論】仿真結果表明,情感距離、信息風險感知、企業形象和企業輿情事件處理效果均對企業網絡輿情傳播產生不同程度的影響。

【Purpose/significance】The influence of enterprise network public opinion dissemination to the enterprise andthe society can’t be ignored.It is a question which is worth paying attention to and probing into. The research of thisproblem can provide theoretical and practical guidance for the management department and the enterprise to control thenetwork public opinion. 【Method/process】Based on the characteristics of communication subjects, according to theprinciple of system dynamics, this research makes sensitivity analysis and comparative analysis about the four factors ofemotional distance, information risk perception, corporate image and corporate public opinion event processing effect bymodeling and simulation, and puts forward the countermeasures to prevent and control the dissemination of enterprisenetwork public opinion. 【Result/conclusion】The simulation results show that emotional distance, information riskperception, corporate image and corporate public opinion event processing effect all have different degrees of impact onenterprise network public opinion dissemination.