The incident of South China Tigers from the perspective of planning

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A photo of South China Tiger in a short period of one months was spread the uproar, the Government, experts, the media, netizens have spared no effort to join the debate in this incident. Remember that before the Internet also often have some pictures of UFOs, water monsters, etc. nature is false much really little, but never appeared such a large-scale controversy, think is a false person but laugh, think is true of people, also ignore other people's views, but, in this incident, we are full of passion, Are full of fearless spirit, dare to bet with the head of the Warriors everywhere.

The event has developed to the present, it is estimated that there is no true or false, and further development, there will be no result. Although now the Forestry Bureau of Experts and Zhou has gone up the mountain to seek tigers, but many netizens have first put this road sealed dead, they think, this time even found the tiger, is also a chance to find, nor is the picture of the tiger. In other words, you zhou no matter how to prove yourself, are no use, that you are false is false, really is also false.

For the tiger's true and false, personally think that there is not too much of the significance of the dispute, and the core of the event is not a photo of the true and false, but the planning of this controversy, the means, this means also reflects the status quo in China. Frequent Internet friends should remember the previous sister Furong incident, batch of Chinese medicine incident, the Shaolin Temple by the Japanese ninja defeated events, and so on, this thing is not true or false is not much significance, its key lies in how much of the topic produced and how much attention attracted.

As a site planner, put aside all the moral factors, purely from the planning technology, or very much admire the planning of these events, especially the South China Tiger incident, should be said to be the site planning event marketing one of the classic cases. A photo, a few so-called experts, a group of network gunmen, several network media, in just one months can be a special view of the whole of China, such a sensational effect of all previous product advertising and marketing Master's ideas can not be done.

Now, let's analyze how the plan came about and achieved such good results.

The first step. The issue of the first choice of the domestic well-known several of the famous web site published photos, the published photo, from a professional point of view, is a very low standard, whether it is a real photo, but it is certainly handled, the purpose is to make people suspicious of it. This is also taking advantage of the modern people like to think self-righteous, like to express their smart mentality.

The second step, the first to suppress the yang. Just when people are skeptical, they throw in the news that they have been identified, that the photo is true, that there is no film, and that the local government has shown that the photo is true, that the tiger is true, but has not given any evidence. Things have come to the point where people's suspicions have been pressed down, only to form a spring effect.

The third step, the timely detonation. When people are looking for reasons to prove their suspicions are correct, just the right to throw the so-called Academy of Social sciences experts and botanists identification, said the photo is true, but the tiger is a paper tiger. So, no matter what the reason, those skeptics are immediately excited and excited for their own guess, and it is this that the Internet is hot.

The fourth step, the iron strike. When people's mood is high, again and again throws out the Zhou photograph negative, the photograph production idea, "Science" magazine to the photograph suspicion, Zhou to the head guarantee, the expert's life guarantee, the tiger pictures and so on. The introduction of a series of news, so that the whole event reached a climax, regardless of whether you have not concerned about this matter, every day when you open the computer will be in the hot news out of the progress of the event, you say you can not click it?

The fifth step is to innovate. In normal terms, things are going to come to an orgasm, it should be over, but, this event marketing clever place is to the climax also does not give the result, but launches the Zhou and the Forestry Bureau's expert to go up the mountain to look for the tiger the matter, gave this incident again to leave a suspense and the reason which the person concerns. This approach is like some of the film's approach, after the first ending, leaving some suspense, followed by the next foreshadowing. Yangfan's www.ccyyw.com he likes it!

In the implementation of this whole event, there are two points of particular note, the 1th is the introduction of each news point has a strict order, is completely studied the psychological behavior of people, according to the psychological cognition of the choreography, and timing is very good; The 2nd is that from the beginning to the end there is no real authority department to issue any qualitative views of the incident, all the views are not experts personally think that is the view of netizens, then Zhou and the so-called local government's comments, the only authority is that the photograph is taken by camera, not made. These two points don't seem to matter, but they are the key to how things can grow to the point where today's impact is so great. First, if there is no reasonable arrangement for human psychology, people will not follow suit, and will not have such a high degree of enthusiasm; Secondly, if there is a real authority in the event of the nature of the incident, the incident will immediately end, it is not possible to continue to the present, the mountain to find a tiger this trick will be stillborn.

I admire the wisdom of the mastermind behind the scenes, regardless of the future development of this matter, so far, this event marketing has been a very successful, has been able to as the mastermind of the classic cases of learning to move textbooks.

Undeniably, the South China Tiger incident is a very classic marketing case, its approach is worth all the marketing planners to learn. However, it can be regarded as a farce in real life through the event itself, with the view of moral and social responsibility.

In any case, the mastermind behind the scenes is very capable. But as a participant, or an actor, there are many places that are not acceptable. Saw the tiger this morning the wholesale price of the pictures also to 15 yuan, the economic benefits can be seen, but also let people feel that everything is planned before, coupled with the current daily online clicks, the income is very considerable.

In fact, this farce is not accidental, but now the most obvious manifestation of social phenomenon in China, below we from the angle of human nature to analyze the incident reflected in the other side of humanity.

First of all, we still say Zhou this person, reported that is a peasant, this peasant's condition is good, still have professional camera, still have a lot of time to look for a tiger, it seems already is the peasant more affluent stratum, at least can be regarded as a rich peasant. The truth of the photo is not to say, in fact, I would rather believe that this photo and tigers are true; but it is puzzling that the old Zhou this person's thought is still more avantgarde, took the photo immediately after the contact with the organization, immediately found the media to publish photos, but also to the media to implement a fee interview, and then dare to this photo with a head guarantee, Now again "Mingchi, undeterred". Old Zhou is very economic mind, also very sensational, it seems that in the baptism of economic tide, China's farmers have moved to the market. From the development of this matter, regardless of the photo is not true, the old week is just a pawn, is the object of the manipulation of people; Of course, people to clustering, old Zhou of course also have famous idea. A sister Furong can be famous after getting a low appearance fee, not to mention Tiger Hero!

The second one to come out is the Chinese expert Professor, here also not directly to say which person's name, the whole group has a reputation outside. Originally such a salutation should be respectable, these people are an area of the elite and authority, but now has become a "brick house" and "Call the Beast", it really makes people chilling. Now these expert professors do not know why, from our He Zuhu old man, and then to Yixianrong, and now the fight tiger experts, seem to like to play with the social opposition to the fun, for this, I studied the psychology of the knowledge, combined with the specific situation of today's society, An analysis of the incredible behavior of these expert professors.

Under the impact of the economic tide, the value system of the whole Chinese society has already appeared the serious problem, the moral consciousness has basically disappeared, under such environment, the name and the benefit big line. As an expert professor, there are countries, plus people are not too young, in the field of position, take point is also very relaxed, Maslow's psychological demand level tells us, when people come to this step, it is necessary to start the spiritual level of the pursuit of these people understand the spiritual aspects of what is it? That is famous, Let all people know themselves. Of course, it is not easy to become famous, these old experts have been professors for decades, but also have the ability, may be in their own field is very famous, but always found not through their own achievements in the field of professional to let everyone know themselves. To this end, the entertainment industry's approach to these experts and professors to bring inspiration, these stars are not all rely on gossip to make the news, and that sister Furong used enough to make people do nightmares of the shape of a sudden in the hearts of hundreds of millions of Chinese left a deep imprint. Of course, experts and professors can be compared to these entertainers, they have a higher IQ, have more well-known, but can not destroy the image of the way. As a result, the use of their own expert Professor's identity to fight against the best way, how to play this holiday, the most important thing is to see which can arouse the attention of most people, and do not need to determine exactly is true false, it is best to find those who do not have the results of the topic. Because of this, qigong first became the object of criticism, followed by Chinese medicine, then it is Confucius, the Chinese people have recognized something to take out a batch of words, sharp, to ensure that a stone hit the thousand layers of waves, although there will be a lot of scold, but that is afraid of what, anyway famous, and what is the great character is not "reputation of the ages, Slander is full of the ages.

The third appearance is our ubiquitous media, especially the Internet media. In this incident, the media is the key, but also very likely the whole event planners, when people know that the network can make money after the click Rate, using a variety of means to cheat the click rate of things are endless. Especially worth mentioning is NetEase, because my mailbox is NetEase, so the first thing every day is the Internet easy, before think is a very good website, especially like to see the news, now go more and more feel its style some to Yahoo Close, finally have become entertainment tabloid trend. In order to cheat the click rate, the so-called news on the Web page is not rape is prostitution, but also like to take college students to say things, gossip also abound, from time to time will create some topics. For the media, only in a word, that is "firebrand", the media on the Psychology of consumer research is very well, and the media has made most of the things are also to cater to people's curiosity and floating dry and fabricated. Therefore, it is not surprising that the media appear to be taken out of context and made up.

The last one to play is a netizen, can be so online every day, but also have so much time to spend on such a thing, not many people, for a normal person, nothing about their own things may not have such a large degree of concern, the most is laugh, or published a view. Therefore, this group of so-called netizens is likely to be the mastermind of the event arranged by the professional gunmen, using these people's comments to influence other netizens, forming a cumulative effect. Now the society is floating, also has the individuality, but the individuality and the floating dryness adds up, also becomes the ego as the center, also can not allow other people's different opinion, especially in the network this kind of said live not responsible place, the rubbish and each other to scold the appearance also may understand. In fact, there are a lot of netizens (excluding professional gunmen), there is not much of the mind, in the inside to fuel just because of boredom, just because you want to find a place to vent.

In the whole incident, in addition to the above forces, there is actually a piece of government, but the government is not directly involved in many matters and the attitude is not clear, and it is not easy to speculate.

Throughout the South China Tiger incident, the feeling is like watching a reality TV show, a few forces together to deduce the reality of human nature of modern society. Everything here has become naked, without moral restraint, there is no restriction of social responsibility, and no respect for integrity, for the name and benefit, old week, expert professors, media, netizens and other actors, you sing my debut, each play out their own farce performance talent, the whole Chinese society have a good entertainment.