On the "doctrine" of Internet chaos Marketing

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Kaslin, a management guru, said: Turbulence has become a new normal for economic development. The internet is like a rainbow environment, you want to know what clues are very clear, then you are not far away from failure. In contrast, chaotic marketing is almost kotler for the internet, and has been respected by the Community doctrine, in the industry will have what kind of fate?

The ubiquitous chaos

At the door of my company there is a shelf, it is said to be 120 health network to provide convenient services, the provision of some convenient food. One day I found two kinds of eight porridge on the shelf, corn and oats, the brand does not say, little corn, and oats There are many, I can not help but whim: alone from the remaining quantity, the two eight porridge who is more popular?

You might say it's definitely corn, because the rest is less, which means you're going to buy more. You're right, but the same is true of oats, because they give a lot of supply, which implies that it's in greater demand! So we get two results and it all seems reasonable.

I would like to cite an example, you go to a scenic station to take a sightseeing car, there are two road vehicles to two scenic spots A and B, now parked in the station a more than a car, and B car less, then a, b two scenic spots which more attractive?

You will say must be a, according to your negative analysis, because visitors to a scenic car demand more, so to arrange more cars to do. Seems to be correct, but some people objected, since the remaining to B car less, on behalf of the car to go to B Scenic area, so B more attractive. Is that a little confusing?

In fact, we have neglected too many prerequisites, the important one is that the two goods at the beginning of the same as many? Or are the coaches at the A and B sights arranged as much at the beginning? It seems reasonable to infer from both angles that there is too little evidence to work hard. In other words, a simple judgment, contains so many uncertainties, our world, is linked and chaotic.

Do you know the Internet?

The social and economic environment is in sharp turmoil, the internet industry is fickle, various uncertainties, often interrupted our thinking. In the past, the Internet has also been able to walk an elegant industrial value curve, now to look at the words, found that it is not so simple, can be seen from a niche market is good, the so-called prophecy and the top ten trends, I think are irresponsible, and they actually do not have to bear any responsibility, only as a display of personal skill, Who will say the future?

In 1972, Edward Lorenz, the father of Chaos theory, made a report, in which he raised a question: "is a butterfly flapping its wings in Brazil that could lead to a tornado in the US Texas?" Then gave you a wake-up call, you can expect a simple analysis of competitors, simple analysis of the psychology of the audience hasty troops, waiting for the cross corpse everywhere. Do not forget, usually, what you gaze at, and what you do to blind your eyes. A mature enterprise, its marketing strategy must be clear positioning, overall overall situation, you do not do these, but also not actively seek growth, it is not far from failure.

Suddenly, the turbulence of the internet seems to imply a future crisis, and this is not a whim of industry analysts, all just the new face of the Internet's normal development. Do you really know this new face? From the birth to the present, everything is human continuously make the internet become plump, and now is the time to bear for its flight.

Doctrine the safest?

Some people say that the internet is too bad, sunny rain difficult to test, the kind of innovation to the Internet subversive reform can not do, do not throwing, calculate up or go point others open a good road more secure, with literary and artistic point is called doctrine.

Microblogging is now so popular, covering more than 300 million people, when Sina opened this territory, the giants of the olfactory organs are so unusually consistent and sensitive, almost to the effect of, you say is naked plagiarism? We think that the strength of similar enterprises, will do such a low-level thing? They didn't think, just afraid to do it. , like waiting for a call, waiting for a patron. Once someone stood up to speak for the market, I am not too early to act but it is not too late, but there is the risk of everyone together to identify, and your model I just take to refer to. From this point of view, the phenomenon of risk sharing among competitors becomes the result of a game, even if Sina is not also a foreign experience to move to?

You see the market competition is so fierce, a product of the new release contains the developers and planners of the number of sleepless nights and hard sweat, but there are such a shortcut to the people, halfway to kill you to a surprise. You do not like him, it has nothing to be afraid of, you struggle finally put him down, to the last look, people have nothing to lose, you are in the original 2 days can be successful on the road to delay to 1 months. No sense, this phenomenon is too common.

For example, I do a product, called a health consultant, and soon found that others are doing, and look more mature than their own. What would you think? You might say that he was imitating me. I don't think there's any evidence, it is better not to say so, on the one hand, it may be the trend of the industry to analyze thoroughly, the standard of living an increase who do not want to health, the Internet and so convenient and efficient, so want to do this market more to go, maybe they occasionally than you stand still lofty. And if it is really plagiarism your idea, you go to argue with him, also have no meaning, not necessarily can say win not say, get bad still will be falsely, say you plagiarism, you when there is no way.

So how do we do that? Since they can't avoid making money from our "doctrine", why don't we learn how they make money from our "doctrine"? That is, what is he doing better than you? Get it!

Don't use "doctrine" as a cover.

QQ users have a lot of, just saw the next QQ to find friends on the interface of the number, the current number of online 150 million, Tencent's social platform is said to cover 700 million people, how scary. But the well-known thing is, this is from the concept of ICQ communication software, the beginning is not what the market, but now also counted for Tencent prop up a day. So the Internet era, you do not too serious, there is a good saying: seriously you lose. I think that's right. What is called original, original is to think of other people to know, suddenly a flash of idea. You look carefully, any original body can always find the existence in the history of the shadow of a thought, the world nothing is out of thin air, but there is nothing to know exactly the source, history is turbulent and chaotic. In this era of clear copyright awareness, the blatant "bring" this seems to take a lot of risk, some people must be dismissive. Newton once said that almost all of my research was based on the achievements of our predecessors, and I saw it further because I was standing on the shoulders of giants. Can you doubt its correctness?

But I also have to advise some people, doctrine of course has its solid historical basis, and after the famous said more high-sounding, you do not take it as a cover everywhere mischief. And more importantly, others stand on the shoulders of giants overlooking the world, you stand on the shoulders of giants, do not just go up "step on", and even sprinkle a bubble urine. What I'm saying is, you don't want to go beyond that, sooner or later you'll fall from the top, and according to historical experience, the higher you climbed, the worse the giant fell.

We look back at the two examples, and only the voucher data, you might get two diametrically opposed results. The inspiration for marketers is that strategies need to be balanced, as is the equation, for z's results, one side of the X, and the other for Y. Originality and imitation, even if you know the story, can not guess who will rise in the future more majestic. Occupy a lot of users, we can only say that it earns more money, and you have to compare the meaning of the development of the industry is greater, or forget it, the majority of the chosen not to earn money, lose money to make a yell. I am not advocating pragmatism, let doctrine take the blame, just in the wind and rain, such as the rainbow industry, to want to be rich we will obediently to face the user, to the nonsense of the audience to do nothing to do, but to ruin the face of their own people.