Abstract: The rapid development of cross-platform“two micro media and one client”, including WeChat, Weibo and news clients, has further aggravated the complexity and variability of online opinion dissemination of negative corporate events. It is helpful for decision makers to propose effective measures to deal with the online public opinion of negative corporate events. Firstly, this paper constructs an online opinion dissemination model of negative corporate events based on the classical SIR dissemination model, considering the influence of corporate pre-publicity strategy, corporate response strategy and platform environment on the online opinion dissemination process of negative corporate events. Then, it explores the effectiveness of the enterprise’s pre-publicity strategy through the stability analysis of the online opinion dissemination system and solves the threshold value of the online opinion dissemination of negative events. Finally, the “two micro media and one client” network environment is constructed based on the scale-free network, and the main parameters are numerically simulated in the single-layer scale-free network and the cross-platform network of “two micro media and one client”, respectively. The results show that the main parameters of the paper are numerically simulated in the single-layer scale-free network and the cross-platform network of “two micro-palaces”. The results show that the “two microblogs” network opinion dissemination model constructed in this paper can accurately describe the network opinion dissemination process in the real environment, the enterprise pre-publicity strategy, the enterprise purification mechanism and the platform environment can significantly influence the network opinion dissemination process of negative enterprise events, and the enterprise pre-publicity strategy and the enterprise purification mechanism can effectively suppress the spread of negative enterprise events. The pre-publicity strategy, enterprise purification mechanism and platform environment all significantly influence the process of spreading negative online public opinion.

Key words: sale-free network, two micro media and one client, public opinion dissemination, dissemination threshold

摘要： 由微信、微博及新闻客户端等组成的“两微一端”跨平台的快速发展进一步加剧了企业负面事件网络舆情传播的复杂性和多变性，把握“两微一端”跨平台中企业负面事件网络舆情传播规律有助于决策者提出应对企业负面事件网络舆情的有效措施。基于经典SIR传播模型考虑企业前期宣传策略、企业应对策略及平台环境对企业负面事件网络舆情传播过程的影响，构建企业负面事件网络舆情传播模型。通过对网络舆情传播系统的稳定性分析探讨企业前期宣传策略的有效性，并求解企业负面事件网络舆情传播阈值。基于无标度网络构建“两微一端”跨平台网络环境，分别在单层无标度网络和“两微一端”网络中对主要参数进行数值仿真分析，并通过“8·24滴滴乐清女孩乘车遇害”事件进行案例验证。结果表明，所构建的“两微一端”跨平台中企业负面事件网络舆情传播模型能较准确地描述真实环境中网络舆情传播过程；企业前期宣传策略、企业净化机制及平台环境均能显著影响企业负面事件网络舆情传播过程，且企业前期宣传策略和企业净化机制均能有效抑制企业负面事件网络舆情的传播。

关键词: 无标度网络, 两微一端, 舆情传播, 传播阈值