论文部分内容阅读
网络时代,企业在微博上的上佳表现不是将消费者的赞美放大,而是将指责和不满最小化,甚至是将其创造性地转化为感激。一个做月饼的企业家朋友,中秋节前做好了微博营销的准备,他推出了一款两块装的月饼,拍摄好图片放在微博上,打出“若转发足够1000次,就为每位转发者赠送此款月饼”的口号,这本是一个极具创新性的营销方式,他甚至为这个活动专门在公司设置了协调小组,但意想不到的是,微博上的一个粉丝(他坚称是自己的竞争对手)以现身说法的口气说,曾经在他的月饼里吃到过头发丝,所以建议大家抵制这种不良商家。其结果是:投诉的内容转发甚广,送月饼的内容倒成为配角,
In the Internet age, the good performance of businesses on Weibo is not to amplify the praise of consumers, but to minimize accusations and grievances, or even to turn their creative into gratitude. An entrepreneur friend who made moon cakes, before the Mid-Autumn Festival to do a good job of marketing microblogging, he introduced a two piece moon cake, shoot a good picture on the microblogging, playing "If enough forwarded 1000 times This is a very innovative marketing method, he even set up a coordination group for the event specifically for the company, but unexpectedly, one of the microblogging Fans, who insisted he was his own rival, spoke in excuse words that they had ever had hair in his mooncake and suggested everyone boycott such bad business. The result is: the content of the complaint was forwarded very widely, sending the contents of the moon cake into a supporting role,