On the competition of the electric quotient of the bureau--on the marketing accomplishment of an enterprise

Booming double 11 in the mouse and keyboard sound quietly ending, Alibaba 57.1 billion of sales data to make the world's eyebrows. Internet users crazy shopping, businessmen also resorted to the opportunity to attract consumer attention. "Reserve price seconds To kill", "Half-price Rush", "50 percent Carnival", "limited sale", "Special Offer" ..., this year, the double 11, the Home appliance business platform to flag, resorted to all the tricks. However, in almost all the participants in the feast on "concessions" to do business, while a noodle production brand occasion launched the "Double 11 rations" topic, but for this "double 11" added a touch full of warmth of the "beautiful color." "Double 11 rations" topic popular Road Double 11 Eve, just as the major manufacturers and consumers carefully prepared this network ceremony, a section adapted from the "Small apple" video "small package" leap into the red network. This video in a funny form of the express small brother's hard work, the video of the beautiful girl Lori to big bone face for "Double 11 rations" console express small brother of the bridge Section also aroused the public for the network and express small brother's sigh. Since then, a netizen in the micro-blog, for night and day in front of the computer site editors to ask for rations, and @ Big bone noodle production enterprises, dragged it into this topic. After the inexplicable by the Netizen named, the big bone noodles also in a kind of entertainment spirit added to this topic, and in the official microblog response said, if forwarding more than 100,000, the big bone surface will fight for the front-line in the forefront of the electronic business platform contributors to the big bone surface. After the vast number of netizens spared no effort to forward, the big bone noodles also abide by the promise, in the Double 11 day for the day cat, Jing Dong's network editor sent a large nutrient-rich bone surface. Since then, each netizen also for the topic of the rations to help, large bone surface has become the focus of the double 11 period. Big bone Surface "occasion" burned "three fire" in the whole double the topic duration itself is relatively short, and there are various immortals to seize the limited resources under the premise of the big bone surface through careful planning, in three key points of the attack, to achieve the topic in the short term of continuous high concern. Involved in the beginning of the topic, the public opinion of the "first fire" is actually more concerned about participating in the next substantive action of enterprises. Netizens in the "see the excitement is not afraid of big" mentality under the influence of the "give days to the cat to send rations" voice, big bone surface is the first time to express their "where need to send where!" Clear attitude, and fully occasion the audience to look at the psychological, launched a network call to win the attention of netizens. The network world's "second fire" will focus on the big bone surface sent to send? How did you get it? Big bone surface is seize the opportunity, in the double 11 days before yesterday, unite "chop hands sister" representative to Alibaba headquarters "send rations", and in Ali headquarters at the gate of "send rations, Seek extension" slogan, on behalf of netizens expressed "a day not enough to buy, Hope double an activity can postpone "the core appeal, has caused the majority Netizen's second wave to follow the hot discussion." "The third fire" is naturally related to the outcome of the event and its subsequent effects. Combined with some netizens for "big bone noodles where to buy?" The store is broken! All kinds of speech, the big bone surface is in the officialMicro-platform launched a "prize-forwarding" activities to simple and easy to participate in the form of activities to echo the needs of the product to win the reputation. The source of success: from the cold data to the warmth of care from the big Bone face "double 11 rations" to see the topic, in addition to the enterprise's own "technical" follow-up public opinion, guide the success of the demand, the topic of the event itself has the "more feelings" of the basic attributes, it seems more able to become its ultimate "fire" the root cause. From the previous double Shilai look, everyone's focus is often on the data, whether it is last year's "30 billion" or this year's "50 billion", although the atmosphere is magnificent, the dream means full, but always in the sense of the interests of the consumer groups are not so closely related. and "50 billion" behind the dream must have a lot of small stories, those living individuals, those who can empathize with the experience, is able to let people in the emotional cause more resonance of the carrier. "Double 11 rations" in essence, is "big data" behind the "small feelings" full release. Pain and happy "express small brother", the overnight replenishment of the "Chop Hand Party", sleepless "bitter force electric businessman", ... big bone noodles in the whole society for the double 11 feast cheer, really pay attention to this stage of the people need to pay attention to, and lost no time to through technical means to draw out the public's "pan-compassion" mentality, Around the real "human nature" to carry out the topic of communication, and finally obtained the "small beat big" effect. Just as many of the industry's biggest players have openly said, "marketing needs to be cultured," large bone surface occasion "Double 11 rations" the overall spread of the event in a unique way of humanistic feelings, not only to achieve the double 11 period "corners" of the topic quoted, but also passed the corporate social responsibility, highlighting the enterprise's marketing culture, The industry is "more worthy of scrutiny," the classic case.