1. Product quality problems: such as product quality accidents and product recalls will trigger consumer complaints and doubts and affect brand reputation. This kind of incident has great influence and is difficult to handle, and it is easy to turn into an enterprise crisis.

2. Service problem: poor service and delayed after-sales will cause customer complaints and affect the user experience, which requires timely response and improvement. There are many such incidents, but they are relatively easy to solve, mainly to strengthen service quality, improve word of mouth and improve injuries.

3. Complaints: Complaints made by individuals due to unresolved demands or compensation need patient communication and case handling. This kind of incident has a general impact, which is mainly avoided by strengthening the complaint management mechanism.

4. Online celebrity marketing: Online celebrity endorsement events are distorted or inconsistent with the brand, causing consumers' doubts and negative emotions. Need to clarify the truth and stabilize the brand image. The influence of such incidents can be controlled, but brands should be cautious when choosing online celebrities.

5. Blocking competing products: competitors try to influence the market share and brand effect of enterprises through rumors and attacks. Such incidents have great influence but are malicious in nature, and they are mainly exposed and countered through laws and facts.

6. Public opinion guidance: deliberately exaggerating an event and news to cause heated discussion and affect the corporate image, with the aim of click-through rate and influence. Although the impact of such incidents is short-lived, they are numerous, mainly to clarify the facts and avoid misleading.

7. Internet rumors: the act of creating false news stories or events and intentionally affecting the reputation of enterprises. Such incidents are malicious and need to be contained in the early stage by means of alarm, deletion and so on. Otherwise, once it spreads, the impact will be irreversible.

In addition, the gaffes of the management or key figures of the enterprise will also have a certain impact on the enterprise, and the enterprise needs to pay special attention and issue a clarification statement as soon as possible. In short, enterprises should comprehensively monitor all kinds of potential public opinion events, especially those related to products and services, and establish corresponding coping mechanisms. This will help to minimize the negative impact of emergencies on enterprises.