Viewing the community through history--analysis of the mistakes of Sanlu group in the Communication of network community

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; The network is the shadow of reality, history is the guide of reality. I try to study the network community with a historical perspective.

The cruelty and irony of history is that history repeats itself. Sanlu Group in this 911 incident performance, can not escape the history of countless interpretation of the end. Just a few days ago in the network circulated the "Sanlu Group PR Solution proposal", Sanlu Group of public relations companies are familiar with the network Community marketing key: Search, share. They suggested that Baidu start with a very correct point of entry. However, "outsmart" can control the public opinion of the network community? Can you solve the fundamental problem by skill?

On the performance of Sanlu Group, two major mistakes were made, which were terminally ill and no medicine could be saved:

1. Avoid the problem. Some people say that the community is the sprout of China's democratic system. In the "Blue skirt" incident, Clinton's loss of public opinion was not about what she did, but about lying. The best way to solve the problem is to deal with the problem in the online community where the message is running. Sanlu should do is apologize and then give the solution----this is called a recall.

2. Cover up the truth. Concealment is more serious than avoidance, avoidance or passivity, and concealment is malicious initiative. At this stage, conundrum. Now Sanlu faces not mend, but how to wound up.

So what is the right approach?

Real Estate star Vanke has given us very good case: Nanjing Vanke Golden Home children drowned case. That time, Wang Shi sincere and profound timely apology, Vanke generous compensation and improve management.

Community E-commerce, there is a crisis. Crisis management is a compulsory course for community electronic commerce. In the actual operation process, the case is not uncommon. Last year, in the home business training for Overseas Chinese Road Tea House, I analyzed a case that occurred in 07, analysed a case of a brand wooden door in the fence community for 05 years, and pointed out that history is repeating itself.

So what should we do in community E-commerce? Revealed three begotten:

Two original needs of the community public for the merchant:

Like the French Revolution? To execute the villain who represents the reactionary interests with the movement?

Second, in the community, you are actually an actor, playing a good role in design.

The strategy is different, the role definition is different, the destiny is different.

I have cited a story that Tianya a paragraph in the history of the King.

    "Chinese History" described the story of Wen Tai----young, the spring Breeze, the family beauty such as clouds. Helian Great King of the "Yuan history" is a profound analysis of the Ventasi after the arrest of life choices, then the environment----
    yuan replacement of the Southern Song Dynasty is already looking at the history of inevitable, Wen Shi's prisoner is not red film inside that-chili water, The Tiger Stool. Ventasi was arrested, basically under house arrest, and lived at least three star hotels (as for whether there is no special service unknown), has the exclusive reading room, the Yuan Dynasty's cultural class of staff coming and coming. The forces of the
    both determine and influence the life choices of Wen Shi, and the process lasts several years.
    A power is to represent the advanced productivity of the Yuan Dynasty government, the conditions are Dynasty prime minister, but also can be a principal-the current prime minister is a Wen Tai fans, willing to give way to the development of the Times.
    The other is the moral of the Literati class, the former old. If Wen Shi is righteous, at least there is a hint of comfort.
    Wen's reasoning:
    Choose one: Take refuge in the yuan government and exert your personal ability.
    HR knowledge says that choosing a large company for a career depends on its culture. Very Right! Wen Tai This plane, in the southern Song of the runway can not take off! And big yuan, covered by the yellow people to rule the world's largest new country, is undoubtedly the best runway. Revenge? For the benefit of mankind? Moreover, the love of wine and beauty of the text can be more than wealth so simple return, money, beauty ... Offspring multiply, genetically improve.
    Choice Two: The Sacrifice of righteousness, the maintenance of Confucius and Mencius Sian moral system. Keep loyalty according to history! Nothing but aura and spiritual gratification.
    option three: Run away--but, the two interest groups do not allow him to do so, escape failure.
    A few years of choice, repeatedly. Finally, political events give an ultimatum---Choose!!!
Wen Shi chose the answer two, the Central Plains people cheer, the moral system has been maintained, Wen Tai body disappeared, Wen Tai in the history of the positive image set up!
  &nbsP; This is a choice of history.

Reading this paragraph, I think it is not difficult for you to understand the meaning of the role.

Iii. Community e-Business Crisis management trilogy:

1, apology, the most sincere, most timely, the most profound apology.

2. Seriously and pragmatically deal with the problem.

3. Never try to hide the truth.

In contrast to this Sanlu group's acts, all violations, hopeless. Sigh for the so-called national industry!

Reprint Please specify the author: Dream Qinhuai (http://blog.sina.com.cn/mlqh365)