Visual Analysis of the “Zhai & Chagee” Incident

In the information age where the right to speak is decentralized, the number of channels for the public to openly express opinions and participate in topic discussions continues to increase. The exchange and dissemination of online public opinion on the incidents will undoubtedly increase the popularity of the incident and bring greater pressure and challenges to corporate crisis public relations. This article takes the “Zhai & Chagee” as an example to discuss the three stages of online public opinion dissemination of the incident. First, Octopus was used to capture data on Weibo, and SPSSUA is used for text cluster analysis and text sentiment analysis. The study found that incident public opinion has the characteristics of high public attention, large amount of discussion, large proportion of negative public opinion, and high influence of some opinion leaders. Based on the above characteristics, countermeasures and suggestions for corporate crisis public relations are put forward, with a view to helping enterprises deal with crisis public opinion communication and Provide references to eliminate negative impacts.