Because of the diversity of disputes,pluralistic publicity,the multiplicity of answers,the higher potential and the longerlasting energy of communication,network controversial topics are favored by commercial communication.Many enterprises not only participate in the production of network controversial topics,but also actively guide existing controversial topics,eventually form public opinion and automatically trigger communication.However,due to the decentralization of the network field,the generalization of the boundary,and the diversification of users,network controversial topics often lead to great uncertainty.Internet controversial topics in business communication are like a doubleedged sword.Although it pays attention to enterprises,it may reduce the reputation of enterprises.Moreover,it may also cause a series of moral and ethical crises,such as violation of journalistic ethics,triggering a crisis of public opinion out of control,creating social tension and conflict.