At present, there are more than 6.5438+0.5 million state-owned enterprises, with more than 30 million employees and total assets of 69 trillion yuan. In 20 12 years, the accumulated operating income was 34.2 trillion, the profit10.7 trillion, and the tax paid was 2.5 trillion. In recent years, the number of China's state-owned enterprises shortlisted in Fortune Global 500 list has been increasing, and their ranking has been rising. In 20 12, 54 state-owned enterprises were listed. However, Businessweek ranked the contribution of brand value to the company's revenue in the "Best Brand List in the World", and so far no China enterprise has been listed.
This shows from the side that compared with world-class enterprises, there is still a big gap in the soft power of state-owned enterprises such as value appeal, cultural attraction and brand influence, which is also the crux of state-owned enterprises' "big but not strong" and "small but not excellent", and it is necessary to take improving the soft power of enterprises as the "hard truth".
One-way propaganda
Not suitable for diversified public opinion
From the perspective of public opinion ecology, the official and folk discourse systems are increasingly integrated, and it is urgent to occupy new public opinion positions. The official discourse system represented by mainstream media has created a good environment for the reform and development of state-owned enterprises. However, with the rapid rise of emerging media such as Internet, mobile phone, Weibo, WeChat and client and the development of market-oriented media, the pattern of public opinion has undergone profound changes. Domestic and overseas, online and offline, mainstream public opinion and non-mainstream public opinion interact, and the "all people watching" folk public opinion field is affecting social public opinion, and the public opinion ecology has become complex and unstable. At the same time, China society as a whole, trustrank, fell below the passing line, and the social "rebellious mood" became more and more serious.
From the external environment, international and domestic public opinion are intertwined, and the struggle for the right to speak has a long way to go. At present, the drastic changes in the world situation have entered a period of deep adjustment, the international financial crisis and the European debt crisis have continued to ferment, and the contest between different values and systems has become more intense. Domestic reform has entered a critical period and a period of frequent contradictions, with economic transition and social transformation, diversified values, changeable social thoughts and diverse ideologies. The West restricts the development of China enterprises, especially state-owned enterprises, under various pretexts such as "competition neutrality" and "national security". A few experts and scholars influenced by neoliberalism strongly advocate the privatization of state-owned enterprises. Foreign and domestic forces echo each other from afar, forming an undercurrent of public opinion that affects the reform and development of state-owned enterprises.
From the point of view of state-owned enterprises, the management level of enterprises needs to be improved urgently because of frequent public opinions, single means and scattered resources. State-owned enterprises have many points, long lines and wide areas, which are prone to weak links in management. There are internal unstable factors, often because of poor internal management and poor response, which leads to public opinion events. Public opinion monitoring, an authoritative figure, shows that the number of public opinion crisis events in central enterprises in 20 12 keeps rising, and more than 90% of them are related to their own problems. Many state-owned enterprises are familiar with traditional positive publicity and are used to internal communication, upward communication and event communication, but the public communication consciousness is weak, there is no clear public relations management system, their demands are inconsistent with public needs, and communication with the public is insufficient. Some enterprises are backward in concept consciousness, scattered in propaganda resources, imperfect in working mechanism and low in crisis handling ability, which leads to some cases and individual problems being heated up, and then amplified into image problems of the whole state-owned enterprises. In the final analysis, enterprise management, leaders' attention, system and mechanism, ability and quality are not in place, and they have not fully adapted to the rapidly changing ecological environment.
Nowadays, with the development of the Internet, public opinion explodes. Once negative public opinion occurs and expands rapidly, it will definitely have a serious impact on relevant units. It is also of great significance for public security departments and government departments to maintain social stability and understand social conditions and public opinion.
The significance of using public opinion monitoring system lies in:
Instead of manual collection
Free public opinion collection from heavy and boring physical labor, without going to a website to read, screening one post after another and searching for one keyword after another. Look for public opinion actively, rather than being approached passively. Work navigation guides you to complete your daily public opinion monitoring.
■? give sb a timely warning
Once important sensitive information is found, the system will give early warning in various ways, supporting pop-up reminders, in-station message reminders, voice reminders, email and SMS reminders.
■? Full underwriting
Comprehensively monitor news, forums, post bars, blogs, communities and other online media. Blog describes the event most truly and vividly, and reflects and discusses the event most profoundly. Weibo spreads the fastest, and unless it is a hot spot, it will be difficult to last. At present, the focus of public opinion monitoring is the forum, and posting on the forum has become the cheapest and most convenient way to appeal to public opinion. The network public opinion monitoring system can monitor these public opinion information in an all-round and three-dimensional way. Public opinion information "falls into the net".
■? Real-time update
Real-time monitoring of online public opinion information, new public opinion information, or new reprints and new posts of existing public opinion will be collected at the first time, reflected in the system, and the public opinion staff will be notified in time. Automatically discover hot spots, and give early warning to key public opinions through in-station messages, short messages and email notifications.
■? Auxiliary public opinion analysis
Duoruike network public opinion monitoring system contains all possible statistical factors of public opinion information spreading on the network, including the number of reprints of public opinion information, the influence of the website where the public opinion information is located, the spreading path of public opinion information, the number of clicks and replies of public opinion information, the tendency of public opinion information, the updating time of public opinion information and so on. Based on these calculation factors, we can judge the popularity, importance and development trend of public opinion information and help public opinion analysis with the help of the analysis model of multi-customer public opinion monitoring system.
■? Public opinion guidance and control
The system will automatically track the development and changes of key public opinions on the network, and automatically detect the existence of web pages, the guided effect of public opinion information and the reprinting situation through web page probe technology. Public opinion processing improves the coordination and foundation of public opinion processing.
■? Promote public opinion work
When the public opinion management department needs to issue a public opinion analysis report about an event or a certain stage, it often suffers from the lack of materials and data, and cannot issue an accurate and high-quality public opinion report. On the basis of comprehensive and timely public opinion monitoring and public opinion analysis, Doreco's network public opinion monitoring system automatically generates public opinion reports, public opinion disposal and decision-making basis, and public opinion management is handy. The filing of public opinion disposal has improved the cooperation and efficiency of public opinion work.
■? Save manpower and material resources
During off-duty rest and holidays, the incidence of public opinion is much higher than normal working hours, but this time period is precisely the time when we are most prone to public opinion management omissions. The public opinion monitoring system monitors continuously for 7*24 hours, which effectively solves this problem. ? The system can't completely replace manual work, but it can obviously improve the quality and efficiency of public opinion supervision.