2023年中国品牌危机管理及舆情趋势报告.pdf

?.08?.02Wehour?.21?.03OPPO?.13给?.17?2022?可?可?可?可?可?可?展Wehour?可?可?展?2023?对?-?2022?2022?7?14?-2022?8?12?7?14?2.9?dior?2022年8月147.8万篇?NSR?31个总数12/18 家10.5?100个媒体账号-99.2%始终无回应?对?属?展?终?终?/?豆鸾：真没文化，抄袭就算了还不回应遥远的守护者_此昵称不可用：尚未回应也说明了不回应也没多大事，你不从国家层面上打击这种文化抄袭他根本不把你放眼里烟尘星河：迪奥没有装死，也不是不担心会对自己的产品造成影响。它们就是想试探我们的态度，摸索我们的底线。假如这次事件就因为迪奥“装死”慢慢就过去了，那以后绝对还会有这样的事情发生，而且会变本加厉。?网友观点?04?Wisers?只对国内下架7?16?2700?网友观点dyzdduhctnvq：求求了赶紧来个官方力量带头告他吧 或者是汉服商家们联合起来dustwalker：应该全球下架，或者老老实实告诉全世界，这是中国原创大宋宋：国外还有，那不行，坚决不允许！小可不渴：应该要求他们全面下架，并公开道歉感谢关注?2022-7-142022-7-182022-7-222022-7-262022-7-302022-8-32022-8-72022-8-112022-7-142022-7-182022-7-222022-7-262022-7-302022-8-32022-8-72022-8-112022-7-142022-7-182022-7-222022-7-262022-7-302022-8-32022-8-72022-8-117?29?割?A好好：这四个字是个巨大的侮辱呀韩笑半步癫：故意而为之，有些挑衅的意味锦瑟08：dior开始明目张胆抄袭了，说了这个牌子已经走下坡路了，品牌价值会越来越差网友观点05?Wisers?0200004000060000800001000001200001400001600007/14 7/15 7/16 7/17 7/18 7/19 7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/18/28/38/48/58/68/78/88/9 8/10 8/11 8/12?147.8?10.5?3?覆190,178 242,463 270,009,786 288,828,110 0500000001000000001500000002000000002500000003000000003500000000500001000001500002000002500003000007/147/167/187/207/227/247/267/287/308/18/38/58/78/98/11?/?/?06?Wisers?1.3%1.7%2.2%3.0%12.6%67.9%0.1%0.1%4.7%6.5%b?/?/?APP?Wehour?Tips?覆?可?覆?展?功?博?功?可?可?益?参?及?覆?覆?参?覆?及?博?/?博?68%?top5?4?.?央?功?尊?功?功?监?功?尊?覆?属?覆?覆?参尊?1207?Wisers?OPPO?2021?6?OPPO?导?导?5G?7?OPPO?终?OPPO?展?OPPO?终?割?展?2021?9?OPPO?终?对?5G?2021?10?22?OPPO?5G?终?2022?2?8?OPPO?终?OPPO?2021?7?2?OPPO?5973?OPPO?5G?2021?7?8?OPPO?2021?7?8?OPPO?及?及?展?2021?7?9?OPPO?展?OPPO?2021?7?10?OPPO?OPPO?OPPO?割?展?2021?7?19?OPPO?OPPO Reno 5?参?展?Phase?One?2021?9?7?OPPO?5G?2021?9?29?OPPO?2021?10?22?Foss Patent?OPPO?5G?2021?10?30?OPPO?OPPO?2021?11?4?OPPO?OPPO?2022?2?8?OPPO?09?Wisers?3.2%?14.6%?82.2%?展?参?博?OPPO?OPPO?可?OPPO?OPPO?参对OPPO?OPPO?OPPO?OPPO?OPPO?OPPO?尊?Phase?Two?终?可?属?覆?OPPO?OPPO?功?安OPPO?OPPO?可?OPPO?功?安65.4%?2.3%?32.3%?OPPO?可?OPPO?OPPO?OPPO?OPPO?OPPO?OPPO?担?OPPO?尊?10?Wisers?3.2%14.6%82.2%?参对?5G?5G?属?14.5%?14.6%?74.6%?担?担?担?担?担?5G?担?5G?担?OPPO?属?安?担?担?担?担?担?OPPO?11?Wisers?Wehour?TipsOPPO?担?功?属?功?5G?参?可?可?属?参对?可?参?功?OPPO?功?可?可?对?功?可?对?对?功?可?属?覆?可?参?B2B展?可?功?功?OPPO?功?功?可?OPPO?可?外?覆?可?功?属?12?OPPO?参?5G?OPPO?OPPO?参对?5G?OPPO?OPPO?5G?可?5G?OPPO?5G?OPPO?OPPO5G?200?12?Wisers?给?2022?9?20?0?-9?22?20?2022?6?3?给?2022?9?20?19:00?109?给?给?45.1?4360?1.2?2?6350?1.6?NSR：（正面声量-负面声量）/（正面声量+负面声量）*100%?1.2%NSR96.6%?20?19:00-21:00?属?寻?#给?#给?#给?#?名?给?参?覆?0200004000060000800001000001200000200000040000006000000800000010000000120000001400000016000000z 00:00:00z 03:00:00z 06:00:00z 09:00:00z 12:00:00z 15:00:00z 18:00:00z 21:00:00z 00:00:00z 03:00:00z 06:00:00z 09:00:00z 12:00:00z 15:00:00z 18:00:00z 21:00:00z 00:00:00z 03:00:00z 06:00:00z 09:00:00z 12:00:00z 15:00:00z 18:00:00声量互动量?n?n?n?20?19:00-21:00?导?属?9?21?22?00?功?Online?9月20号9月20号9月20号14?Wisers?给?给?96.5%?2.3%?1.2%?1:?给?给?导?TOP10?1?1186?442?587?413?558?404?539?38521?4610IT?36?博?TOP5?1?51,905?480,164?6892?39,937?Online295,160?4763给?7,043Real?155,404?4334?6,474?102,720?3475?6,176?90,301?152?2:给?1:给?2:?给?属?属?1:给?2:?给?望?0.9%1.8%2.7%19.1%24.6%24.7%26.2%?/?/?15?Wisers?Wehour?Tips给?参?给?可?可?给?功?功?参?央?给?可?覆?覆?终?可?给?对?展?给?参?给?参?给?覆?给?功?展?功?12?12功?参?担?参?属?6000?对?给?覆?给?1.8%?1.3%?96.9%16?Wisers?2022?2?23?-2?28?13702?6574(?48%)?博7128(?52%)?4,308,025?22.5%?75.4%?2.1%6,541?28.65?l2?23?割?l?l?博?18?Wisers?3459368238665149345952120616589871520403262242165504179683050000010000001500000200000002000400060008000100002/23/20222/24/20222/25/20222/26/20222/27/20222/28/2022?2?24?TOP1?25?割?1?325.4w?18.1h?2022?2?23?2?23?2?24?24?9?25?2?26?对?1?138.2w?5h?2?16.4w?0.7h.?1?662.1w?0.6h?1?6.9w?5.2h?1?284w?2h?19?Wisers?13702?68.3%?APP?22.7%?参?&?&?博?30%参?54073941197011346465871731.4%13.9%14.3%8.6%35.9%39.2%11.8%0.0%50.0%0500010000?App?&?&?Wehour?Tips?功?2021?2022?覆?可?功?可?可?12某火锅品牌这次的公关声明有几点是值得借鉴的：?VS?割?APP?展?16.1%6.4%3.0%2.7%17.5%4.4%1.5%0.8%0.8%38.1%10.6%7.6%5.6%6.6%4.7%3.0%1.5%0.4%?割?对APP?20?Wisers?Wehour?4维?可?及?参?维?参?可?功?可?覆?外?及?可?可?覆?Wehour Tips?可?参?功?可?覆?可?功?可?可?Wehour Tips:可?担?展?展?展?终?对?及?及?博?对?覆?及?覆?Wehour Tips?可?展?覆?可?可?4功?功?属?3-4?可?功?参可?属?Wehour Tips:?可?属?可?可?属?可?可?21?Wehour?展?及?500?可?4A?动?l?对?l?炉?赋予品牌深度、灵魂和力量l?对?l?可?基于业务开展传播，真正助力公司成长l?l?可?咨?覆盖多元受众，构建品牌立体认知l?l?对?央?基于业务开展传播，真正助力公司成长22