关键词: 企业社会责任；网络舆情；阶段式建模；演化规律

Abstract: In the information age, the rapidity and universality of network public opinion will aggravate the ' contagion effect ' of negative events of corporate social responsibility, quickly change public opinions and cognition, and affect the allocation of capital market resources. In order to study the law of multi-agent network public opinion spread with enterprise participation, the network public opinion participants are divided into internal and external influencing factors based on the perspective of ‘internal and external integration’, and the process of network public opinion spread is divided into two stages. In the two stages, different simulation models are used to analyze the evolution process. The first stage is the spread of network public opinion diffusion stage. Based on the classical infectious disease model, the S-ED/ID-R model containing the influence of internal and external driving factors is constructed. Then, the spread and diffusion model of network public opinion is constructed based on the S-ED/ID-R model, and the correlation between internal and external influencing factors is analyzed, which provides parameters for the simulation of the S-ED/ID-R model. The second stage is the government’s regulation of network public opinion. Based on the Lotka-Volterra competitive relationship model, the effects of three strategies are studied: advance government intervention time, increase the number of official microblogs and increase the frequency of official microblogs. Finally, combined with specific public opinion examples, the stage modeling is verified and analyzed to provide suggestions for the government to manage the negative events of corporate social responsibility.

Key words: corporate social responsibility; net-mediated public sentiment; staged modeling; evolutionary law