Network hype is not real marketing vigilance "saliva war obsession"

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China's Internet "hostility culture" intensified. Over the past year, the Internet has erupted into a "big war", "Beijing-East Suning price war," 300 war "and many large and small business conflicts, in which the participants frequently use the network of public opinion of each other, or Ming Dao Ming Gun Mutual Pinch, or dark rumors hurt people," saliva war "gradually become a major feature of China's Internet.

This phenomenon has led to the rise of the "Public Relations Study": How to use social media to launch a public opinion war, so as to attract eyeballs and even attack competitors, is becoming a popular research goal for many people.

The rapid spread of social media does provide an excellent platform for enterprise marketing, and there are many successful network marketing cases in reality. In addition to the need to understand social media laws, the winners ' stories must have something in common, such as honesty and respect for the user. No one likes to take users for a fool's business.

But the Internet enterprise "saliva battle" has been seriously sour, become some "smart" manipulation of public opinion users of the weapon. More worryingly, some short-sighted people have benefited from the great battles of the famous Internet companies and are obsessed with the power of a "spit war", a panacea for low-cost marketing.

Is that really the case? The Beijing-East Suning price war is the Internet "saliva war" classics, not only the social media hot discussion tide, became the national media in the overnight headlines. But the consequence is to cut its body: with false big empty speech tease, deceive public opinion, with small means deceive the user, finally be exposed, brand image plummeted.

After the surface noisy network public opinion war, the real attraction user is still the product and the service itself. Chinese Internet companies are good at marketing to eyeball, but too superstitious marketing is operating enterprises taboo, and the failure of the case abound, whether in the early years of "Fast Company" PPG, or the failure of several electric dealers this year, are wrong to rely on advertising by marketing to do large-scale is the winning kingly way, in fact, lost.

Even if it is to provoke a "small war", frequently participate in "saliva war", is regarded as a PR master Zhou (micro bo), it is also extremely attached to the product details of the master. If the imitators only "learn" to a little PR fur on the consciousness found the martial arts cheats, is clearly the opposite.

It is hard to hope that the Chinese Internet's vicious competition culture will be purified in the short term, and that the cost is heavy: Chinese Internet innovation is likely to remain at a low level for a long time. If there is a business in this environment can quickly grow into the next heavyweight player, can want to see, his success factor is never hype public opinion or attack opponents.