Li Xinglong: Event Marketing from rising and 360-pin-front confrontation

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I use the rising anti-virus software has been a period of time, recently, turned on the computer when found in the lower right corner of the "Declaration" window, so that the matter has been an understanding. In this, Li Xinglong on rising and 360-pin front confrontation in the incident marketing.

Brief review of events

Since 360 launched and declared "permanent free" since, breaking the situation of anti-virus software charges, so to a large extent, "angered" the major anti-virus software manufacturers, rising is the first one with 360 "showdown" manufacturers. In the following years, both sides have been adhering to the "War of words", and the mutual number of "no".

January 23, 2010, the Polish Security organization Ntinternals issued a bulletin said that a year ago will be the existence of antivirus software rising two secrets to the rising. But rising so far only "partial repair" the first loophole, the second vulnerability is "completely without repair." As soon as the news came out, 360 was immediately interpreted and disseminated from all angles.

Then rising quickly responded and said that the loopholes have been dealt with, and stressed that many internationally renowned manufacturers have seen dozens of such vulnerabilities, and because the vulnerability "can not be achieved through the network, the threat is very low", usually a regular upgrade processing.

Only then 360 also countered, pointing out that the rising vulnerability has not been patched, and the use of the two vulnerabilities of the attack code has begun to spread widely, and for the rising user to provide emergency temporary patches to install.

Of course, rising company to this negation and refers to 360 to the user to install the "back door." And in the official said "hope that the tiger as soon as possible to open to users to install the" back door "source code, to clarify this" backdoor "the real use, and as soon as possible to correct. We sincerely hope that the company that made the rogue software can join the security industry instead of trying to violate the user's privacy by using "free rogue software". ”

At the same time, the 360 emergency repair loophole and the official release of the letter of Thanks, and published "Any software may have a loophole", "there is no fear of vulnerability." The key is to find out if the leak can be openly recognized and resolved in a timely manner, which is the key to distinguish whether the security companies are responsible for the important line. "and other statements on the rising company's attitude towards the problem and the user's responsibility to the extent of questioning.

Until this time (2010-02-03), 360 has been in the official release of the latest article "360 statement: 360 Antivirus surpass rivals into the market first by rising" back door "defamation. ”

Although the above is a brief review of the incident, it is clear that the two antivirus manufacturers have been upgraded from "War of words" to each other "accusations" or even "slander."

viewing Marketing from Events

Let's put aside the two sides first, from the point of view of marketing and research, the incident on the 360 use of their own advantages and the shortcomings of the opponent, in the rising deal with the issue of the attitude of the article, because users care about product quality at the same time, always be extremely concerned about the attitude of manufacturers. So on the attitude of rising to deal with the problem, let 360 seize the weakness of the article. In addition, under the article there are a large number of third-party messages to rising dissatisfaction, it is obvious to see such articles of the rising user must lose confidence.

360 after "Cleaning" the user's thoughts through the above events and articles, most users of the "heart" has been fragile, 360 seize the opportunity and launched the "360 antivirus dual engine version" to attract users ' eyeballs, and to show the user its performance and effect of perfection, I believe that at this time 360 of old users of their product confidence doubled, And rising most of the old users will be rising by the negative information and 360 of new products attracted, and to use 360 products.

Whether the above analysis is thorough, 360 is good at tackling, at least their own kung fu to do enough, can grasp the user's psychology, and opponents of the shortcomings of the attack, but also the normal, this technique is worth all engaged in marketing and promotion of friends for reference, as for the next rising should be how to clean up the "stall", how to reclaim the user's " Heart ", is very critical and will be more worthy of our learning.

Finally, I believe we all know Li Xinglong. I do not debate on either side, nor on either side of the gunman, this article only for the marketing analysis of the incident, even if the analysis is not thorough enough, or hope that we learn something from it.

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