On the marketing and PR of Jinshan products

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Article written in two days ago, is in the Jinshan blue screen crisis, so the draft written out, now the incident has been, solid public this draft, I hope the media reprinted manuscripts to retain this note.

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Friends asked me how to view Jinshan This event, I helpless answer, Jinshan product operation is silly cute, whether from the operating mechanism or public relations mode, I can not use words to describe, I even feel that they are incoherent, more of that kind of lost feeling, I named it, meaning "poor"; I do not know I finished this article to send to where, I am afraid I from the Lines express the true idea accidentally hurt Fu brother's mood.

Of course, there are things I can't get used to. I may say a lot, so some want to express the words suppressed in the heart do not know how to confide, slowly can only bite the teeth, watching others fight, their own in the side of the tooth itch; I have a good habit of recording mood, I think the article to talk about the mood is very suitable, But many of the articles I have written are mostly killed by me in the hard drive, bi such as this, I am a good impulse, I am afraid in case of a day accidentally sent to Jinshan a senior executive's mailbox, I guess the leader will not be happy to see.

Marketing mechanism is better than the influence of product function

Since the title of the discussion is marketing and PR, then I will be from Jinshan marketing mechanism to elaborate, then I will analyze from the moral angle, Fu eldest brother is the Product manager origin, the technical person always wants the real use technology to solve the problem, then the Jinshan product always wants to do like the personhood as a person; , Jinshan marketing model is simply a word "stupid", this is not a derogatory word, I think a deeper understanding that is a modified word; say not practice is not good students, not only talk about marketing model, I took last year with the mobile phone product marketing methods to do contrast, and then I thought of the last year Jinshan mobile phone poison PA, Bite the mobile phone advertising industry chain does not say.

The same is the launch of mobile security services, always pay attention to the use of technology to solve the problem of Jinshan, the promotion means used in the improvement of product performance, so Jinshan mobile phone poison PA opened the first cannon, is through Jinshan mobile phone poison pa unique function, in the mobile phone this battlefield and mobile advertising, mobile virus to do a NI ma struggle, I do not deny that it is good to kill the mobile phone ads, but you know that mobile advertising is the lifeline of Android developers, you destroy the people's life, offend the number of Android developers? Advertising exists because of the needs of users will survive, take back to the PC, some browsers contain the function of shielding advertising, It is easy to put the site's advertising bit all into a white box, advertising shows what I can not see, but put in that blank box is your sister's user experience? Shielding and killing must have degrees, the animal kingdom to have the food chain, the software industry must have ecological circle, a slap die, is to dig his grave.

Compared to Jinshan technology marketing, Zhou boss likes to play the hearts and minds card, forget about the product, product Haurai, he will use his unique way to do free advertising, and this soft advertising, really called niche really admire, the technology, even if you kill more virus, users see it? Users will not appreciate it if they can't see it. The most interesting thing is that you have to kill the virus has nothing to do to discredit you! Also do marketing you look at 360 more comfortable, want to promote products to let customers see, you see the week the boss to go up as a guest, click to show their mobile phone number, and then 360 mobile phone defender mobile phone interception function on the spread of Hunan TV, Spread to borns, received the ocean as a guest, also changed a free advertising!

Finished shielding ads, talk about mobile phone virus, the same is occasion publicity, in the user still can't believe those pushed to, monitor the mobile phone, cloning mobile phone card advertising is true, Jinshan anti-virus, but thoroughly at the end of the mobile phone positioning providers do not spend the advertising campaign, Jinshan Mobile phone dominance Something is okay in that what mobile phone positioning software, you can know how many malicious, want to know their own home in the phone recording, SMS content, dream of the virus ah? If I do not understand Jinshan "stupid" I doubt that Jinshan is not aware of the user needs, or the mobile phone positioning software PR fee , help others to push virus software to, not all users have no demand for advertising, so the intelligent restrictions and push, is the real user experience!

And the same is occasion mobile positioning, 360 this positioning became a mobile phone defender of a function of their own, Zhou the main also reverse with a group of five cents, in the micro-blog staged a game to find mobile phone drama, lovely Jinshan, you when the week boss that feeling really is in the interpretation of magic to find mobile phone mody?

So, do not only refer to the production of technology to do a good job, not you think the demand is the user needs, the technology, even if you do perfect, you bird Qiao killed more virus, the user did not see, you do the most is a peace of mind, users will not because you killed a virus and ran to thank you, On the contrary, he has a lot of time for what you have done, he did not know! So say, want to promote products to first know what users need, as the effect, is to let users see!

Event PR is not your marketing!

When the Microsoft June patch quietly coming, there are a large number of Jinshan poison bully user feedback installed after the computer to restart the blue screen, or after the power-on display "login process initialization Failure", the normal use of computers. The following day, Microsoft official announced that the use of Kingsoft Internet security software customers may encounter problems when installing security updates, and gave the update Jinshan poison PA solution.

So all the eyes delivered in the Jinshan body, we are thinking, it must be jinshan out of the problem, I quietly played a, and then a visual "why the charm of the people did not talk about a good case intentionally exposed TD release Time?" then JW suddenly showed up, the evil forces of the spitting movement, the network influence of the charm family is great, This is an arrow more carved design, alluding to other manufacturers do not pay attention to user experience, condemned the movement of the evil forces, embodies the great charm of the family, and then the network of white people do not mind the whole of the scold move! God reply!

The incident happened, and Microsoft is now the theory of who is the responsibility is not used, but to tell users, this is the two sides in the construction of the product to reflect on the issue, both sides should think about it, if I am Jinshan's public relations, I will send such a notice:

We regret this Microsoft patch upgrade, because the use of Kingsoft software and Microsoft KB2839229 patch conflict, caused the blue screen restart problem, Microsoft believes that our product drivers are flawed, and the Microsoft patch design is not sound will also create a blue screen situation, We don't want to waste our time on the question of WHO, because users trust Jinshan, support Jinshan, the use of Jinshan products, only to appear such a problem; So even in Microsoft we do have a lot of evidence that we're not wrong, but in terms of users, we don't want to continue to talk to Microsoft about who's right or wrong, The use of our products out of the question, is the question of Jinshan, as a security manufacturer we should face the current how to quickly solve the problem of users, so Jinshan full responsibility for the accident, the user compensation and remedy measures!

Jinshan Emergency Response Center to launch the "Jinshan Computer security Outpatient Volunteer Corps" plan, the construction of 7*24-hour Emergency Response Center, the opening of Enterprise QQ customer line, 400 artificial telephone line, at the same time in the Jinshan forum to open a security emergency response zone, in this incident, all of the problems encountered can not solve, You can choose the most convenient way to contact us, we strive to achieve one-on-one expert online services to solve the user because of this Microsoft KB2839229 patch conflict caused by all the computer problems. At the same time welcome more private PC enthusiasts, participate in, Jinshan development can not be separated from your support!

After the incident, the private individuals involved, or the computer companies, to make a special page, write a special acknowledgement of the topic, especially thanks to the Golden Hill after-sales capacity, and service level, so that users feel sincere from the service, but also to deal with a lot of people who understand computer products, because they understand the system, often help a friend to do the system, Handling system problems, they are random anti-virus software is good, is your naked installed capacity, such marketing is soft marketing, and in this case, also do not forget to promote the game behavior, pure cerebral palsy behavior! Not play your game users you put a lot of valuable products to him, you are in marketing! Because he is not the user of your product!

and words to the end, is that those five Mao, Navy, black media team originally want to speculate this event affected a large number of users caused by large-scale blue screen black stickers also collapse! The more users affected by the hype, on behalf of the more sincere work of Jinshan, it proved that the ability of Jinshan emergency treatment more worthy of affirmation!

The manuscript no matter wrong and right, no one is not big night idle do not sleep run this sarcasm you, hope Jinshan in doing a good job at the same time, improve their marketing mechanism and public relations system, the domestic netizens 90% are computer small white, you even put the product principle formula listed there, the source code placed there, you do not introduce, do not enumerate, They are not necessarily able to read, good products are not just to be done, but also to use a reasonable way to publicize out.

Fu is a product manager, so his model is to conquer the land with product quality, but too technical things, users do not even understand how to use, said more straightforward some, maybe you developed a lot of functions, very perfect kill soft, small white do not know how to use, so the product experience is successful?

Someone jokingly asked me, you always talk about product promotion, so for this full-featured product how do you promote it? I think the answer is very simple, either you write a perfect manual to guide the user, tell him how to use, or you do a very attractive concept, forcing him to learn by heart, such as mobile phone positioning, Use good is to find lost mobile phone, with bad, may be to see the phone with the people where! There are AB faces, see how we control, how to guide, how to read the real user needs!

Out of the pan:

After writing the manuscript, still want to put their own heart thought feedback to Jinshan, so the mail to several senior executive mailbox, I am still shallow, ears, such as where wrong also please predecessors, this article use WPS Software Editor, through the QQ input method writing, such as in this article encounter typesetting problems and typo situation, please tell! This statement is purely entertainment, if there are similarities I am pirated!

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