在以互联网、物联网、移动终端为代表的新媒体时代，信息的传播更加便捷。即时通讯软件、新闻类APP、短视频软件、网络论坛等成为当下民众传播信息的主要方式，不仅方便了民众个体之间的交流，同时也具有直接性、随意性、突发性等特点，也对企业的舆情管理及公共关系提出的新的挑战，企业一旦被曝光出负面舆情后，如果不能进行及时跟进和引导，将直接影响企业形象，并对企业的经济利益造成损害。因此网络舆情对于社会发展有推动作用的同时还有一定的阻碍性。近年来企业热点舆情事件频发，如特斯拉刹车失灵事件、宝马冰激凌事件、东方甄选小作文事件等，在热点事件发生后，各类鱼龙混杂的信息在网络上发酵，不仅给企业舆情引导增加难度，同时还会阻碍市场经济健康、有序发展。因此，新媒体环境下，加强企业在舆情应对、舆情处置、管理制度等方面的研究，进而提升企业网络舆情管理水平具有重要的现实意义。

本文以Z企业为研究对象，以舆情理论和舆情风险管理理论等为依据，对Z企业舆情管理从Z企业“拍蒜断刀”舆情事件作为切入点，综合运用案例分析法、问卷调查法、访谈调查法，从舆情监测、舆情分析、舆情应对、舆情跟踪等层面构建Z企业舆情管理评价体系，运用层次分析法与模糊综合评价系统分析企业舆情管理工作存在的问题，揭示问题背后的根源，并提出相应的优化措施。

研究发现，Z企业网络舆情管理能力难以满足企业战略和发展需要。主要表现为舆情监测体系不系统、舆情事件分析不准确、舆情事件应对能力不足、舆情事后跟踪欠科学，其原因为网络舆情管理重视不够、网络舆论生态及外部环境错综复杂、网络舆情管理组织机构不完善、缺乏合理的网络舆情跟踪机制。对此，建议Z企业应提升对建立舆情监测体系、提高舆情分析精度、加强舆情应对能力、完善舆情跟踪机制，并加强人员保障、文化保障和资金保障等保障措施使应对策略能够顺畅实施。本研究有助于Z企业从战略性高度做好网络舆情管理工作，增强舆论处置与风险管理能力，并为同类型企业开展舆情管理提供一定的参考和借鉴意义。

In the new media era represented by the Internet, the Internet of Things and mobile terminals, information dissemination is more convenient. Instant messaging apps, news apps, short video apps, and online forums have become the main ways for the public to disseminate information. They not only facilitate communication between individuals, but also have characteristics such as directness, arbitrariness, and suddenness. They also pose new challenges to public opinion management and public relations for enterprises. Once a company is exposed to negative public opinion, if it cannot follow up and guide it in a timely manner, it will directly affect its image and cause damage to its economic interests. Therefore, while online public opinion has a driving effect on social development, it also has certain obstacles. In recent years, there have been frequent hot public opinion events in enterprises, such as the Tesla brake failure incident, BMW ice cream incident, Oriental Selection essay incident, etc. After the hot events, various mixed information has fermented on the Internet, which not only increases the difficulty of guiding enterprise public opinion, but also hinders the healthy and orderly development of the market economy. Therefore, in the new media environment, it is of great practical significance to strengthen the research of enterprises in public opinion response, public opinion disposal, management system and other aspects, and thereby improve the level of enterprise network public opinion management.

This article takes Z enterprise as the research object, based on public opinion theory and public opinion risk management theory. Starting from the "smashing garlic and cutting knife" public opinion incident of Z enterprise, the article comprehensively uses case analysis, questionnaire survey, and interview survey methods to construct an evaluation system for Z enterprise's public opinion management from the aspects of scenario monitoring, public opinion analysis, public opinion response, and public opinion tracking. The Analytic Hierarchy Process and Fuzzy Comprehensive Evaluation System are used to analyze the problems in the enterprise's public opinion management work, reveal the root causes of the problems, and propose corresponding optimization measures.

Research has found that Z company's ability to manage online public opinion is difficult to meet its strategic and development needs. The main manifestations include an unsystematic public opinion monitoring system, inaccurate analysis of public opinion events, insufficient ability to respond to public opinion events, and unscientific post event tracking. The reasons for this are insufficient attention to network public opinion management, complex network public opinion ecology and external environment, imperfect organizational structure of network public opinion management, and lack of reasonable network public opinion tracking mechanism. In this regard, it is suggested that Z company should enhance its efforts to establish a monitoring system for historical events, improve the accuracy of public opinion analysis, strengthen its ability to respond to public opinion, improve its public opinion tracking mechanism, and strengthen personnel, cultural, and financial support measures to ensure the smooth implementation of response strategies. This study is helpful for Z enterprise to do a good job in network public opinion management from a strategic perspective, enhance its ability to handle public opinion and risk management, and provide certain reference and guidance for similar enterprises to carry out public opinion management.

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