Vicious Word Of Mouth Marketing: Beating Opponents Is Not A Victory.

< p > Chen Jiang, Peking University a href= "http://www.91se91.com" > Management > /a > Senior Vice President of Consulting Group recently saw a India film "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 the same study review.

The result is still surpassed by a good classmate, unable to achieve his goal.

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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 the bear, as soon as I can do it faster than you can do". "I think it's better to run faster than the bear," he said. "It's better to run faster than the bear," he said. "It's better to run faster than the bear," he said. "I can't run faster than the bear." he said, "if you change your shoes, can you run over the bear?" he said. "I don't need to run faster than the bear." he said, "if you change your shoes, you can run faster than the bear." he said, "I don't need to run faster than the bear."

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.

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Under the homogeneous competition, some of the less harmonious marketing methods are quietly rising. False propaganda is the marketing behavior that most consumers hate. P

At the same time, there is also a marketing model that makes vendors headache, which is vicious word of mouth marketing.

False propaganda generally beautifies itself, while vicious word of mouth marketing is a way to demonize competitors and achieve their success by preventing competitors from succeeds.

There are several reasons for the rise of vicious word of mouth marketing: the success of Chinese enterprises has been too easy.

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< p > blank market is too large. It is very easy to make big, especially in the past ten years, with the help of the capital market, many enterprises have realized the scale of development in the past 10 to 20 years through several years of entrepreneurship.

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.

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< p > two is the intensification of industries concentration.

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.

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< p > three is insufficient enterprise system management level.

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, market brand competition has become a symbol of relatively advanced management.

In terms of market brand, on the one hand, we should try our best to improve ourselves in various ways, and the other way is to reduce and suppress competitors' brands.

Many enterprises have limited brand management level and ability, so they can not establish their unique brand positioning and consumer cognition, so they have to use their strength to crack down on competitors' brands.

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< p > 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.

Under the pressure of survival and limited investment, the network media is not enough to manage themselves, or intends to become the primary tool of vicious word of mouth marketing.

Evil fruit, malignant word-of-mouth a href= "http://www.91se91.com/news/index_s.asp" > marketing < /a > has the following disadvantages to enterprises in the industry: 1, it has a negative impact on the development of industry.

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< p > any industry development requires 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.

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< p > 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.

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On the surface, bad planning effect and word-of-mouth attack can help a particular enterprise to gain certain benefits in the short term. < p >

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.

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

Under the idea of < a href= "http://www.91se91.com" > malignant word-of-mouth marketing < /a >, enterprises are concerned about borrowing opportunities instead of enhancing their 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.

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