Abstract: In the internet era,public opinion management in cyberspace in China is faced with a severe challenge. The internet is a self-organizing system. From the perspective of the self-organizing evolution of internet public opinion, this paper uses AMOS and SPSS to conduct empirical research on the five dimensions of government behavior, media behavior, opinion leader behavior, netizen behavior and the development of internet public opinion, and makes an empirical analysis of the main influencing factors of internet public opinion. The study reveals that government behavior, media behavior and opinion leader behavior have a significant positive impact on the behavior of internet users. The direction of public opinion advocated by the government,the collaborative relationship between the media,opinion leaders' opinions,the intervention of internet users and the third party will affect the spread and evolution of internet public opinions. China's experience in internet public opinion management during COVID-19 pandemic time prove that to direct internet public opinion it is important to take opinion leaders and media collaboration seriously so that they exert positive influence on internet public opinion.

Key words: self-organization, internet public opinion, public opinion management, opinion leader, COVID-19