Social risk reflected by network "gate event" and enterprise marketing opportunity

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The use of "door" originated from the Watergate affair. It comes from former US president Richard Nixon, a scandal that has been made by the Republican Party to win the presidential election. has been extended to a wider range, referring to any new scandals or news that can cause widespread public concern and interest. In China, "door events" belong to the network culture. Netizens will have a significant impact or super entertainment events, named "XX Gate", such events have a strong entertainment and speculation, often reflect the sensitive and controversial social phenomenon.

Wrong orientation of social erroneous public opinion

From the "pornographic door" of RTHK to the "Beast Door" in the mainland, from Sharp elder brother, Fengjie to the history of the most poisonous stepmother, the original death of the original, coupled with pornography, violence, unethical movies, e-books, the spread of serious impact on news editing and content dissemination behavior of the bottom line. Too many people have such doubts, what is the truth of the matter? Are the vagaries of public opinion confusing people's audiovisual entertainment to the public or fooling the public? The phenomenon of cyber-violence has intensified, satisfying people's prying desire and recreational desire, and also intensified the contradictions, so that the original simple things become complicated, step by step and social ethics, credibility to issue challenges.

The internet has injected fresh blood into our lives and profoundly influenced our times. To this end, we invariably agree with the fact that these so-called "gate events" cannot happen without the spread and spread of the network. Such a fact is ultimately understood, we have to seriously consider the online media practices: In the pursuit of Web site clicks and the so-called popularity, should not have the bottom line of good and order customs? Should the privacy of the individual be respected as much as possible? Should the public's feelings be taken into full consideration?

From the legal point of view, as a network operator can not ignore social responsibility, can not escape the relationship of wrong opinion guidance. But the focus of people's attention, the goal of the interview, and their own words and deeds themselves have news value or commercial value, which leads to public figures privacy disclosure is difficult to quantify with accurate data, so that the public overestimate the ability of the media practitioners. This is why many people believe that social media including Internet media, every incident report seems to be behind the hands of the real reason to lead the nose. It is because the crisis public relations mechanism is not perfect, the relevant laws and regulations are not in place to allow them to lose themselves in business interests and public interests, hurt the society, lost the normal ability to judge, also brought to their own a certain degree of ethics and the law of two levels of risk.

Beware of the virus traps behind "door events"

Because of the particularity of the network platform, in recent years, the national Internet for various door events brought about by the negative spread of a number of policies to blow, its achievements, but still need to increase the intensity. At the same time, it is a variety of "door events" behind the privacy and news value, to attract the attention of netizens, the public's curiosity into the power of search, so that the formal channels can not get the message through the network in every corner to dig.

It is such a move, so that the network's hacker behavior can continue to multiply, the general behavior of the computer caused by the damage we usually call it "Trojan trap." Users after the Trojan attack most people will think, the most break the net, to the computer comprehensive antivirus, at best, the most serious consequences, but also is a backup good critical information, reinstall the system. This practice is equivalent to cyber hackers to kill chickens with a sledgehammer.

From the relevant Security center of the malicious Web site monitoring data, the high degree of camouflage Trojans have broken through the traditional route of viral infection. It is precisely the policy restrictions of the edge of the ball, making commercial espionage and hacking technology together. When most people infected with Trojan virus in their computer anti-virus, in fact, the internal information has long been lost through special means, stolen.

From the technical level, antivirus software to solve the problem of Trojan infection is actually equivalent to the person after the illness and then take medicine. As a result, when the body has been recovered, the body of various mechanisms in the drug attack, has long been in a state of chaos, and this state is intrinsic, when this disorder to restore the orderly process, it takes a long time to adapt. Therefore, we can see that anti-virus software interception function can solve the problem of computer security, but ultimately can not block the intrusion of Trojan Horse, become a form of defense, this is the enterprise's current transformation of the Internet facing the network mechanism management of the most serious problems.

"Door events" evolved from vicious marketing to industry hurt

The "Malignant marketing door" incident is tantamount to the integration of commercial improper competition into the social sensitive phenomenon, through the "door event" of the characteristics of viral variant transmission, the damage to the industry is appalling, but also to the industry's social credibility and business prospects cast a shadow.

The 2008 melamine incident to the dairy industry ill-fated, struggling, unfortunately, 2010 "hormone door" incident and not to. Then, in the second half of 2010, the Overlord shampoo carcinogenic event, the 2011 Hao Camellia oil carcinogenic events and staged, using the Internet platform to expose the shady business as if to become a "ingenuity" with a sense of social responsibility of the way of blasting. 2012, can be regarded as the landmark "Malignant marketing door" event is a unified and Master Kang two enterprises. After the Diaoyu Island incident, two instant noodles manufacturing giants regarded the incident as a vicious marketing opportunity, and for a period of time using the Internet to create the means of communication to ignite who is the Japanese-funded enterprises who are the national enterprises of the extreme nationalist war.

As an event marketing propaganda gimmick, if there is no Diaoyu Island event to pave the way, such a systematic smear opponents suspected, outsiders can guess the intention. However, it is with such a point of origin, the end result of the impact of the industry is disastrous. Especially when the unification and Master Kang is in rivalry, other industry enterprises to bring the chain of suspicion also followed, a number of enterprises have been nameless title in the political sensitive period of time has become the focus of the netizens hit the target. It can be seen that such a "no way" type of suspicion of the spread of the damage caused by the impact of the very far, the whole industry to disrupt the effective order of operation.

There is no doubt that the "malignant marketing door" incident belongs to the category of planning defamation, using the network for vicious marketing, has broken through the legal bottom line, ignoring the basic business ethics of fair competition. It brings deep thinking to the whole business environment structure, to the latent rules of the current industry competition, and to ignoring the interests of consumers.

"Door Event" gives Enterprise the opportunity of Network marketing

Vicious marketing is a heavy topic. In the case of oversupply, the practice of vicious marketing is also to allow products to find suitable for their own sales of living space, the development of a differentiated marketing strategy. However, with the increasing market competition, the change of marketing structure mechanism under the influence of Internet industry still relies on the traditional marketing method and means, which will greatly reduce the operation life of the enterprise. Therefore, the network marketing formed a certain industrial scale, but also to the traditional enterprises brought new marketing opportunities. At present, a large number of enterprises gradually began to transition to the Internet, is trying to find a suitable for their own marketing development path.

Of course, the final requirement of network marketing is to integrate the consumer into the whole marketing process, so the meaning of the enterprise network Marketing will have an impact on a wide range of areas, including the customer market and the influence market; in microcosmic, the relationship between the enterprise and the customer is changing, The core of marketing has shifted from a simple one-off trading relationship in the past to a focus on maintaining long-term relationships. This subordinate relationship is also the promotion of marketing concept changes, fixed some of the adverse factors for brand maintenance, strengthen the market-oriented research, improve marketing predictability.

To that end, the famous Network marketing research organization Hunan Wolf Media thinks, as the Enterprise Network Marketing practice process, needs to use the Internet to carry on the unified design planning and the coordinated implementation to the different dissemination marketing activity, and transmits the information to the consumer by the consistent dissemination information, thus avoids the negative influence which the inconsistency produces in the different dissemination. At present, many of our small and medium-sized enterprises are still in the search engine to carry out the market promotion stage. However, with the network layout, planning, implementation of the deepening, in order to better market promotion and sustainable development strategy, should be a good advance "three-dimensional network marketing" strategic deployment.

This kind of stereoscopic network marketing strategy layout mainly from the network industry combination angle, to build the differentiated characteristics of enterprises, find out their uniqueness and positioning characteristics, subdivide the consumption ability of products and customers ' taste, make use of the omni-directional means of communication to create news points, and trigger the automatic transmission of traditional media and mobile media, and realize the maximum utility of resources, The completion of customer loyalty to the brand and interactive, and ultimately achieve high precision, high exposure, high conversion.

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