How does Network Marketing "do evil" in Mengniu incident

Mengniu Employees hired network PR company posted damage to Yili goodwill case, let the network public relations industry again exposure in the public view, its malicious post, delete some of the actions of the industry is again criticized. Jumping out of the event itself, in fact, this is a war without winners, whether Mengniu, Yili, or be "hired" network PR companies, when social responsibility and business ethics have abdicated, only the benefits prevailed, all marketing tactics but become illegal activities, not only the parties have become inevitable "victims",　　Injuries are deeper in the entire Chinese dairy industry. Sun Jinzhang "Mengniu's brand manager was controlled by the Public security Department for allegedly employing a network PR firm and using the Internet to slander Yili. "The two days of Sina Weibo (http://t.sina.com.cn) on the spread of the news, and the dissemination of the bright spot is that we discuss" Mengniu planning Shengyuan Milk Powder precocious event, and then cobwebs, the Xinhua news agency yesterday, qualitative "　　Mengniu Brand manager suspected of malicious attack on Yili company was arrested.　　Then, once overseas has a good reputation of network marketing, how to become a network of "evil"? Network PR "Business" according to an industry insider, in the network to do public relations businesses are mainly two business, one is for the enterprise to create a good word-of-mouth marketing, the company's competitors to create negative news. And there are two ways to do good word-of-mouth marketing, one is to help enterprises to send "praise", there is a kind of help enterprises to remove the network of adverse information, that is, delete "negative news."　　Because the difficulty is very big, the net deletes a manuscript to become a more profitable business than simply press. Because the network spreads the speed to be very fast, the negative news simply is impossible to guard, countless websites will carry on crawls and collects. Delete the company in addition to the use of commonly used means, often have some special resources, for difficult to deal with the manuscript will be through a higher level to exert influence, all the negative news on the network away, and even search engines can not find negative news.　　At the same time, these censored companies will use other means to distract readers, for example, the release of new content with special keywords, to help the new negative news from the search engine weight down, or in the forum post or top posts, will send some old news, so that readers are not easy to find the first time the company's negative news.　　Some network PR companies in order to attract business, but also malicious release of some corporate negative news, and then go to delete to earn money. However, with the spread of the network, some companies began to launch a "pre-emptive" attack on major competitors.　　Some of the companies themselves to the competitor's negative news to the network, it is more convenient to hire PR companies to release competitors negative news, or even planning against the opponent series of "a step, organized, planning" blow. It is reported that the more common way to denigrate opponents is to find individual ordinary consumers, in the network or forum post, while employing the "network Navy" to this message intoComment and interaction, at this time many consumers may stand up, denounce the enterprise's product quality issues, "Network of the Navy" and consumers to form a public opinion atmosphere, media reporters will often start to pay attention to the mainstream print media coverage, a large number of print media will follow up, At the same time, the portal site will be the key location of the reprint recommended, "So the overwhelming is a negative voice of the enterprise." "The upgraded version of this cyber-malicious marketing approach is called" nothing, "or" slander. " And the parties because there is a flaw exists, so there will be no explanation does not work, the explanation will also be considered "interpretation is to cover up, disguise is the truth." A person in charge of this kind of company discloses, in the simple forum bulk Post, the charge of a post can be from 5 cents to do less than 1 cents. These professional posting companies began to rise in large quantities since 2007. Small and medium-sized companies in the market to enter the original post market. The main battlefield including Baidu Bar, Tianya, Mop, Kaidi and other forums.　　Even some market segments of the company specifically to undertake in the campus Intranet BBS Post task, if there is a "negative" article, on the request of the customer thread "refuted."　　A reporter obtains this kind of contract to stipulate: the big post (length or has original New idea) each article 300 yuan, fry the placard (carries on the target forwarding) each 50 yuan, the small placard (including the top post, replies), each 2 yuan. In this respect, a former network marketing of the public relations Company expressed his concern: "This way, sooner or later, the government will have to introduce laws and regulations so that the business can not be done." "Misuse" of the network spread the demand has the industrial chain. The two days of speculation of the "Mengniu incident" is clearly the industry's struggle in a demand-driven. In fact, Alibaba E-commerce platform, such as "20,000 yuan dozens network news distribution network Marketing Solutions" of the supplier information. From 4 a company to all kinds of network consultants, network PR service industry chain has been very perfect. Its public relations "whole case" service form aspect, including the network Monitoring system, the event and the topic plan, the media and the community press, the tracking optimization, the search optimization, withdraws the manuscript and so on each link.　　These services are understandable, but each of them is likely to be abused. For example, network Monitoring system services, for enterprises to monitor the major network portals, media sites, forum communities, can allow enterprises to find the first time on the network related to their own topic, found that the relevant negative news and posts can be the first time to respond.　　A PR business person told reporters that this monitoring for itself is completely normal, but some enterprises will pay more than a few times the input, used to closely monitor the dynamics of several competitors, a discovery of the other side of the negative news, will be based on the situation to decide whether to use the other side of the problem of "fuel", which is the misuse of tools The abuse of network press is everywhere. The network public relations industry personage says, in fact most business is used for oneself propaganda, attack competitor's belong to minority business. This kind of business charges higher, but the enterprise itself not onlyWill choose more trusted PR companies, and PR companies will not take such businesses at random, such as the "Mengniu incident" such a violation of the law, but also to external PR companies pose great risks.　　For such attacks, the majority of the company's public relations personnel to operate their own, a small number of cases are also public relations companies to operate, but the general selection of topics is mainly the choice of controversial topics. In fact, the forum, blogs, instant messaging, social networks, video, and other international media forms called "social media," are increasingly permeating the daily lives of netizens, and with the growing influence of portals and news sites, the corporate contagion crisis may erupt without warning--or because of its own mistakes,　　Some come from the manipulation of competitors. "There are always companies in the industry who like to take the initiative, and you don't have the ability to fight back or withdraw your manuscript, and you will continue to be beaten." "A PR director says that the company's internal and external PR forces are a" strategic deterrent ", and that the needs of each enterprise form a huge market.　　That could explain why millions of PR directors have sprung up in recent years.　　Enterprises need "big temperament" Hui Zheng Yi This is a war without winners, only hatred, no reason. In the "employment" network PR company posted damage to Goodwill, whether Mengniu, or yili are victims.　　The response of the capital markets has always been the sharpest, with two companies already responding: Mengniu's shares fell 0.22% yesterday, and Yili fell 1.98%. China lacks a global brand because Chinese companies are not big, said Li Yixin, executive director of the credit PR consultancy. Li Yixin called "big temperament" refers to the brand value of the real concern and care.　　And many companies are spending their minds somewhere else. As the eldest and second in China's dairy industry, Yili and Mengniu have spent a lot of thought in the competition and paid a lot of price. In the noisy, all grew into the dairy giants.　　It seems that a completely open competition industry is always inevitable vicious competition, perhaps we believe that this is the "fate" of dairy enterprises. As a matter of fact, when the "melamine incident" fell from the sky, it was found that there was no real "clean man" in the industry. Neither Yili nor Mengniu was spared. Obviously when these companies are racking their brains to conceive marketing strategies, they have also overlooked the strict regulation of upstream supply chains. In fact, no more fancy marketing can cover the flaws of the product.　　When the "melamine incident" erupted, all the dairy enterprise statement is sincere, the entire industry has been plunged into reflection. Now, as the melamine incident fades away, dairy companies have staged a new round of "infighting". Mengniu "Framed Door" is also the public relations company planning, the same is the manipulation of media and public opinion, the same is reported, investigated, arrested ... We re discovering that accusations and questioning are once again flooding every corner of the dairy market. Dairy expert Dingmian pointed out that similar scandals will cause the credibility of the parties to decline, and ultimately a loss. "The scandal will hit consumer confidence and ultimatelyadversely affect the industry.　　"Haitong Securities food and beverage industry analyst Zhao also said that this is the sadness of Chinese dairy industry, the torture is the social responsibility of Chinese dairy enterprises." After the "melamine incident", consumers ' trust in China's dairy industry has been greatly compromised. A recall of Abbott, which has nothing to do with the Chinese market, has sparked a firestorm in the Chinese market. Because many consumers would rather struggle to purchase overseas milk powder, also do not want to buy at the supermarket.　　Because some consumers "stubbornly" believe that even the same international brand, when it is placed on the shelves of Chinese supermarkets, the price has been discounted. In the face of consumers vulnerable nerves, the face of the rising price of milk powder, "patriotic" clamour, many domestic brands in front of the foreign brand is "wronged."　　However, foreign brand milk powder in the Chinese milk powder industry occupies a strong advantage of the pattern, has become a fact. Now, in the liquid milk in the field of transport costs, foreign investment is still difficult to foothold in the hope that Chinese dairy enterprises to give up the enmity, with excellent products "talk".