Evil Marketing: To Defeat An Opponent Is Not To Win.

Recently, I saw a India movie "Three Idiots (three idiots)", which tells the story of a college student trying to get the first place, trying to prevent others from achieving good results by influencing their classmates' review.

Coincidentally, there is also a classic story in management: two people met a bear, one of them immediately changed a pair of running shoes, and another asked strangely, "can you run past a bear even if you change your shoes?" he said, "I don't need to run faster than bears, as long as it's faster than you."

It's no use doing well. You just have to beat your competitors.

This principle has been highly sought after in China, and has stimulated many enterprises to fight for their rivals, thus creating a golden ten years for the development of Chinese enterprises.

However, after the market has developed to a certain stage, innovation becomes more and more difficult under the background of homogenization of product, technology and resource capability. The opportunities for leading and surpassing competitors are getting smaller and smaller.

Under such homogeneous competition, some of the less harmonious marketing methods have sprung up, among which the false propaganda is the most consumer hate marketing behavior.

Now there is also a headache for manufacturers.

Cause of evil

There are several reasons for the rise of vicious word of mouth marketing.

The development of Chinese enterprises is still too easy.

There are too many blank markets and it is very easy to make big ones. Especially in the past ten years, with the help of the capital market, many enterprises have realized the scale of development over the past decade or two over the past few years.

Once the enterprise has developed to a certain scale, it is no longer possible to further expand the scale through extensive development.

The market capacity is limited and the new growth point is hard to find. Only by competing for the market of competitors can we get our own development.

Therefore, the collapse or even collapse of competitors become the first choice of many enterprises.

The two is the intensification of concentration in various industries.

Generally, in the early stage of the development of the industry, there are a large number of enterprises, each of which occupies different sites, and there are no clear competitors.

When the industry develops to a certain stage, there will always be a few scale enterprises that occupy most of the market share and form face-to-face competition.

On the one hand, this targeted competition is conducive to the development of the industry, consumers can enjoy more advantages and cheaper products and services, on the other hand, it also brings some bad situations in the industry, that is, they start to adopt various extreme ways to achieve vicious competition.

Three is the insufficient level of enterprise system management.

Although there is a saying that successful enterprises are similar, failed enterprises vary from person to person.

But in the market, enterprises are becoming more and more convergent under competition, which is a typical characteristic of Chinese enterprises in the process of growth.

In the process of market competition, enterprises learn from each other and defeat their primary competitors. But at the same time, their management level is still rising, but they still lack systematic management function, they can not form their own advantages and characteristics, and they are converging with their competitors in the market.

This characteristic convergence makes price competition the only competitive magic weapon for many Chinese enterprises, besides price.

The four is the lack of development and management of the Internet, leaving room for the development of vicious word of mouth.

At present, the spread of malignant word-of-mouth is basically based on the Internet. This is also due to the rapid development of the Internet and the inadequate management of the Internet by the state and related laws.

Evil fruit

Vicious word of mouth marketing has the following disadvantages to enterprises in the industry:

1, it has a negative impact on the development of industry.

The development of any industry needs a healthy group of enterprises rather than a thriving company.

When the market competition develops to a certain stage, the scale enterprises in the industry should lead the development of the industry and pursue the relative balance of the market.

Form a win-win situation with our competitors and customers, and jointly maintain a healthy market, let the market develop orderly and healthy, and divide the food on the basis of making the cake bigger.

At present, some vicious word-of-mouth events have not only affected the operation of some enterprises in the industry, but also affected the development of the industry. For example, the consumers of milk began to choose other alternative drinks.

2, losing more is inevitable.

As the saying goes, killing three thousand of the enemy is eight hundred damage.

There is no real winner in vicious competition, mutual attack and slander.

On the face of it, bad planning effect and word of mouth attack can help a particular enterprise to get some benefits in the short term.

But mutual attacks and mutual attacks lead to dislocation of consumers' cognition, which is not good for all competing enterprises, and consumers are also damaged, resulting in a losing situation.

3, the core competence of enterprises is difficult to form, and the long-term competitive advantage is hard to establish.

Under the concept of vicious word of mouth marketing, enterprises are concerned about borrowing opportunities instead of improving core competence from their own perspective.

When there are new competitors in the industry or structural changes in the consumer market, enterprises lack the accumulation of long-term competitive advantage.

4, to bring greater business risks to enterprises.

The fourteenth article of China's Anti Unfair Competition Law clearly stipulates that "operators should not fabricate or disseminate false facts to damage the commercial reputation and reputation of their competitors".

Therefore, through the Internet forums, media PR, soft advertising and other means of malicious WOM speculation attack, itself has violated the criminal law.

Even under the condition of relatively weak management of network laws and regulations, legal investigation is not timely, but in the context of modern business ethics, the core competitiveness of enterprises lies in the basic values of honesty and social justice.

Contrary to this concept of value, the brand of enterprises has been greatly reduced, and then involves legal risks.

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Prevention of evil

Under the current Internet development, enterprises should pay attention to developing their positive word of mouth marketing, so as to prevent their vicious word-of-mouth marketing.

1, pay close attention to word of mouth communication, the core is the value that enterprises provide for customers.

Word of mouth is the most effective way of brand communication, though traditional word-of-mouth pmission is very slow.

A satisfied customer can bring three hundred potential customers, and the effectiveness of word of mouth support with customer value support can be seen.

Only paying attention to the core values of customers is the fundamental way to curb the spread of vicious word of mouth.

2, establish a standardized enterprise promotion system, integrate marketing, make good use of the Internet and all kinds of media to continuously invest in propaganda, mercury and diarrhea everywhere.

Word of mouth can not be pmitted solely by consumers themselves. Enterprises need to deliberately guide, seize opportunities and expand consumer cognition.

"Good wine is also afraid of deep alley", which is sometimes overlooked and overstated in Chinese enterprises, but for many enterprises, how to expand investment and establish a standardized promotion system is still a top priority.

Different media and different ways of promotion should be skillfully intercrossed in the market. Eighteen of them are Wu Yi, but not one or two.

3, make good use of all kinds of events to carry out event marketing and expand publicity effect.

The sponsor of the 2008 Olympic Games is Erie, but the market survey shows that most consumers mistakenly believe that Mengniu is an Olympic sponsor. This is the key case of how to seize the opportunity to publicize the event, which is worth learning by many enterprises.

In this regard, enterprises also need to pay attention to not excessive publicity, become the target of vicious word-of-mouth competition.

4, pay attention to the construction of public relations management function, especially pay attention to crisis management.

I do not commit crimes, but people will commit me.

Enterprises need to improve their own PR management functions, establish early warning mechanism and responsibility body to prevent competitors from vicious competition, so that they can solve the problem at the beginning of the wind.

5, pay attention to the growth of network media and long-term cooperation with the network media with potential growth potential.

In today's Internet, no one can ignore the power of the Internet.

The strength of network media is weaker than that of traditional media, and its brand is relatively weak. However, its technological characteristics make it impossible for traditional media to gather and influence power in a short time.

The growth of network media partners with growth potential and good development goals is one of the choices of maximizing the marketing cost and optimizing the effect.