营销盘点之最如意企业VS最失意企业（, the best business inventory, enterprise VS most frustrated Enterprises）

1、08营销盘点之最如意企业VS最失意企业（08, the best business inventory, enterprise VS most frustrated Enterprises）Another ten days, 2008 will be over. This year, for all Chinese, is a year of sadness and happiness. Northern training network Snow disaster, earthquake, Olympic Games, fire, mine disaster, melamine, econo

2、mic crisis.This year's snow rain haze, this year's glory, this year's natural calamities and man-made misfortunes. Destined to make 2008 a memorable year.For business marketing, 2008 was also a year of "danger" and "opportunity". With the focus of many events, some en

3、terprises nightmare ridden reputation fell to the ground, some enterprises fall into the abyss doomed eternally, some enterprises self endeavor some enterprises meet the opportunity of talent shows itself, the success of Teng body.Inventory of enterprise marketing in 2008, to see who is the most des

4、irable enterprises? Who is the most lonely frustrated enterprise?Network marketing JDB VS VankeMost desirable enterprise - JDBGadobo: a large professional beverage producing and selling enterprise based in Hongkong. In 1995, red canned "Wong Lo Kat" herbal tea was introduced, and productio

5、n bases were set up in Beijing, Zhejiang, Fujian and Guangzhou respectively. Wang Laoji herbal tea in 2007 sales of more than 5 billion yuan.Most frustrated Enterprises - VankeVanke: founded in 1984, it is the largest professional real estate enterprise in china. 2007 sales amount of 52 billion 360

6、million yuan, net profit of 4 billion 840 million yuan, tax 5 billion 320 million yuan. More than 16000 employees.In May 12, 2008, a 8 magnitude earthquake hit the county seat of Wenchuan in Southwest China. In a moment, the houses collapsed and tens of thousands of people were killed and injured hu

7、ndreds of thousands of people.After the earthquake, Chinese enterprises and non-governmental forces showed a hitherto unknown sense of responsibility and patriotism, have donated money to the earthquake relief. JDB and Vanke, two companies have changed the public image.Before May 18th, JDB was rathe

8、r strange to most Chinese people. Not many people know what kind of business it is, nor do they know what it is. But who would have thought, in May 18th, CCTV became the shining jiaduobao relief party platform, from the unknown Chinese became the most famous and has the reputation of the enterprise,

9、 "Wang Laoji" has become the most attractive beverage brands.That night, "relief party", JDB company public donations one hundred million yuan, became the focus of public attention. A one-time donation of one hundred million private enterprises, the amount is used hitherto unknow

10、n, hundreds of thousands, millions, tens of millions of donations to China people, "the history of single donation of private enterprises" most, given the most attention and the highest praise. But until then, most people didn't know it was the owner of the red pot Wang Laoji.People ar

11、e always curious about what is unknown, not to mention the unknown which has become the focusDonation a few minutes later, the network appeared on the JDB comments post, JDB and Wong Lo Kat linked together. Ten minutes later, a netizen in the Tianya community message: JDB Group official website, bec

12、ause users crowded, paralyzed".The second day, the media, portals, forums, blogs, and everywhere are full of information about JDB and Wang Laoji. "Wong Lo Kat" has become the most fire words, as long as it is about Wong Lo Kat news, will immediately lead to response and evaluation.No

13、t long after, all kinds of information began to focus, "ban Wong Lo Kat" post quietly appeared in the most popular home Tianya community. "Let Wang Laoji disappear from China's shelves and destroy Wang Laoji!" Wang Laoji, you're tough enough! Donate one hundred million! I

14、n order to punish this "arrogant" enterprise, buy light supermarket's Wong Lo kat! Buy a can from a can!" This short dozens of words, but in most of the hearts of users have a special sense of identity. Just a great fame and gain public praise of the brand, this title of the post,

15、 has attracted the attention of the majority of users, quickly spread to other communities, forums, blogs, QQ and MSN, the network become the son of the fire.Especially in the days before, focus on the network in addition to the foreign companies "international stingy person" campaign, is

16、the domestic real estate industry's crusade. Therefore, the value of this new focus topic, of course, appears to be directly related and contrasted with the previous topic of focus. Even some netizens with Vanke Comparison Calculations: 07 years Vanke donated 0.045% of the profits still talk abo

17、ut disaster relief, 100% donated 07 annual profit JDB still low-key; 2 million may only sell a few houses Vanke 1 hundred million, how much to sell a pot of herbal tea jdb." Two phase contrast, the results of judgment. JDB has become a hero of philanthropy and a leader of love."To donate t

18、o donate one hundred million, to drink, drink Wong Lo Kat", has become the most popular slogan on the network.The people not only gave Wang Laoji the support and praise of public opinion. In the reality of the market sales, Wang Laoji won the attention of different news began to spread there: W

19、ang Laoji in the new market development progress, customer purchase to payment in advance, easily collected; Wang Laoji in the new stores into negotiations to get more support, won many favorable conditions; Wang Laoji sales in many areas through the sale of stock. In not too hot in May, the flagshi

20、p "do not get angry" concept of herbal tea, Wong Lo Kat, if you really reap the above results, such a return on the market, absolutely commendable. We can't investigate the accuracy of the news, but at least there are a lot of well intentioned netizens concerned about and supporting it

21、.A netizen in the blog said: "from the CCTV relief party began, I have to drink at least 10 bottles of Wang Laoji, not for other, just for them to donate millions of dollars for disaster relief, moved.". For the people in disaster areas, I can do very limited, but in addition to donations,

22、 we can also use their own actions to give those worthy of our respect for the brand's support." This should be the voice of consumers!"Pay a total return", which is also the most practical return of good people, the most realistic support.This is also one of the most classic case

23、s of network marketing so far. There are several major factors affecting the popularity of jdb.On the one hand: JDB's one hundred million yuan donation appeared in CCTV's disaster relief party, the party is said to have recorded the highest ratings, the most broadcast channel record. The inf

24、luence surface is big, and the exposure concentration is high.Second: the previous negative example is too much, providing too many references that can be used for comparison. From the "international misers list" to "10 yuan Wang Shi theory", and "Ma Yuan event". There

25、is only identify, has laid a good foundation for too many negative examples for typical positive set jiaduobao continued to stir, excellent continuation of hot speculation.Third, sincere and low-key for JDB to win more points. Jiaduobao before fame is very small, one out of one hundred million yuan

26、gold silver, an amount more than many large domestic enterprises, the majority of the public psychological breakthrough overdue, causing huge shock effect; after the donation, jiaduobao rarely mentioned in public or positive publicity donations of $one hundred million, even now, can be found online

27、on the jiaduobao information is not at the beginning of this thesis, reference introduction jiaduobao than too many. More publicity is from the name of ordinary users from the network, community, blog launched and detonated, even behind the push, also has a large degree of concealment, and those who

28、 continue to do propaganda enterprise donations on the contrary, to win the goodwill of the public.From fourth, stir network, interactive, short time to form the star effect, overwhelmed the opposition and questioned the voice, maintain public opinion unified direction.Since then, although the relea

29、se of JDB use "network hands" for speculation inside, but it can not change the goodwill of his consumers. "Even if it is a deliberate plan, but one hundred million yuan donated money indeed, stingy and light than those that do less" pull "are better than" aiwujiwu,This

30、 is the true feeling of many consumers.A tragic event has produced a comic ending for an enterprise. "JDB" not only get enough publicity in a short time, but also get a high reputation, especially the latter is put into more advertising costs can not be accumulated in a short time. JDB, ki

31、lling two birds with one stone, is undoubtedly the best network marketing business.On the contrary, the most frustrated enterprises undoubtedly belong to China's real estate industry, the largest and most prestigious leader Enterprises: vanke.Vanke is one of the most successful enterprises in Ch

32、ina in 20 years. In the real estate industry more and more suffer from the government, media and the public criticism of the favorable circumstances, Vanke has consistently adhered to rely on products and customers, and continuing social responsibility, become the largest and most acclaimed enterpri

33、se. Vanke chairman Wang Shi has also been the leader of many people's most respected, passion for life, contribution to the enterprise, social responsibility, he has been a good image to the public.In 2008 May, however, all this changed dramatically. A big earthquake not only brings great shock

34、and pain to the Chinese people, but also brings the worst news to vanke.Vanke's tragic results from Vanke earthquake donations broke out in a blog post by Wang Shi.May 12th, the day of the earthquake, Vanke announced a donation of 2 million yuan for earthquake relief. It should be said that this

35、 is a very timely response, according to the rule, such as the positive attitude won everyone's admiration for. However, Vanke engaged in the real estate industry has always been "profiteering" for the public criticism, the amount of 2 million yuan of donations attracted criticism is r

36、are.All donations to enterprises, two enterprises suffered consistent bad reviews, and continue to be criticized: foreign enterprises because of the contributions of caution was called "international miser" title; the domestic real estate enterprises because the donation amount is not high

37、 gain public chorus of criticism.In a period of rapid development of real estate a few years ago, Chinese around the real estate prices soaring, real estate profits has become an object of hatred, on to the next government to the shouting of a public. The earthquake donations, many well-known real e

38、state enterprises have to millions as contributions, but this is the Beijing Shanghai Sui any one of the ordinary housing, or second tier cities in a villa. Even in peacetime, such results can not be accepted. Moreover, this time there are many small and medium-sized private enterprises as a unit of

39、 donations as a comparison, the public psychological balance instantaneous imbalance, the real estate business indifference collective crusade.This is not the worst result. In May 15th, Vanke chairman Wang Shi published on the blog, "after all, life is the first.". The expression of person

40、al charity view: "Vanke donate 2 million is appropriate, is an appropriate amount; corporate donation activities should be sustainable, and not as a burden; Vanke within the group of charity fund-raising activities, there is a hint: every donation, donations of ordinary employees shall not exce

41、ed 10 yuan." Discontent reached a climax, public opinion exploded, Vanke and Wang Shi were rushed to the cusp of public opinion. Chinese best enterprise and the most revered respected business leaders, Vanke and Wang Shi have been interpreted as a "million users pull" and "King t

42、en", or even "do not laugh too Vanke, don't be too Wang Shi". The bad effects of events can be imagined.Since then, in order to alleviate the public mood, Wang Shi published "relief began, please save me", "abuse of power", "disaster relief, began to Vanke

43、 in action" and many other articles, blogs, and the allotment of Vanke in the first line of relief and rescue. But few users pay attention to the positive meaning of these words and pictures. On the contrary, even some netizens pointed out that Vanke Vanke identified disaster relief team all we

44、aring red T-shirts, took the opportunity to have enough publicity, fish for fame.Since then, the network on a "no matter how much you conquer the mountain, your heart is high but a grave" hot fast propagation,The list of Wang Shi mountain climbing costs each cost, Bibi more than 2 million,

45、 the total number of more than 36 million. 36 million of the mountaineering expenses, relative to 2 million of relief donations, leisure sports than the cost of life, the small amount of rescue expenses, such lethality can be imagined. On the Internet and reached the peak at Wang Shi.Even if the jia

46、duobao donated one hundred million heady rave reviews than Vanke and Wang Shi suffered bombardment intensity too far. Baidu "jiaduobao donation", is less than 50 thousand, Baidu "Wang Laoji donations", but also the information of 150 thousand; and the use Baidu Search "Vanke

47、 donation", was more than 2 million, Baidu "Wang Shi donations, the amount of information is more than 1 million, even if the use Baidu Search" Wang Shi 10 "search information is more than 400 thousand a.In fact, do not know the list of climbers went through the basic is not reli

48、able: if Wang Shi needs about 2000000 people to climb to the top of Amanda, a few years ago the Qinghai Association Board held several sessions of the mountaineering festival do not engage in ock; if one climbed Everest needs nearly 4 million, the Olympic torch has not reached the summit of Mount Ev

49、erest spend a few million. However, at this point of opinion one-sided, no one will distinguish between the authenticity of the facts. Even for Wang Shi's defence, it was quickly drowned out in public opposition.At the same time, the network continues to appear, such as "50000 property suff

50、ered check out", "Vanke property beat owners" and many other negative information.We can see that any explanation and resolution at this time, will be inquisitive, any negative information have been repeatedly stir, and magnify.In May 21st, Wang Shi apologized to the Internet through

51、the media; the day Vanke also announced that the board of directors approved temporary placement, corporate spending in the next 3-5 years to 100 million yuan in Sichuan earthquake post disaster restoration and reconstruction work, this work is the pure public good nature, does not involve any of th

52、e commercial development.So far, Vanke promised relief funds more than one hundred million yuan, the public for the next one hundred million yuan investment, although questioned, but public opinion is no longer one-sided situation. By apologizing and making donations, the impact of Vanke's "

53、;contribution door" began to wane.Throughout the donation gate incident, from the initial doubt to the last, almost irreparable loss, there are several points that can not be ignored:First, Vanke announced the news of donations while in time, the performance of the enterprise to take social responsibility actively attitude, but donations compared with other enterpr