南通市危(wei)機(ji)公關：小紅書種(zhong)樹手記種(zhong)成了(le)煙(yan)草軟文事情

　　煙(yan)(yan)草(cao)(cao)軟(ruan)文(wen)(wen)(wen)曝出后(hou)，小紅(hong)(hong)書(shu)立刻采用(yong)了(le)(le)對(dui)策，如(ru)今登陸服務平臺檢(jian)索煙(yan)(yan)，已(yi)經看不見相關內容(rong)(rong)了(le)(le)。4月15日(ri)北京疾控(kong)中(zhong)心公(gong)布了(le)(le)《2018年互聯(lian)網(wang)技術煙(yan)(yan)草(cao)(cao)營(ying)銷(xiao)(xiao)推(tui)廣(guang)(guang)數據監控(kong)匯報(bao)》，結果報(bao)告顯示，互聯(lian)網(wang)煙(yan)(yan)草(cao)(cao)廣(guang)(guang)告宣傳(chuan)(chuan)以(yi)情(qing)結軟(ruan)文(wen)(wen)(wen)這類(lei)更為(wei)(wei)隱(yin)敝(bi)的(de)(de)(de)(de)形(xing)式展(zhan)現(xian)(xian)(xian)(xian)，而青少年兒童和女性(xing)也已(yi)經逐步(bu)變成煙(yan)(yan)草(cao)(cao)營(ying)銷(xiao)(xiao)推(tui)廣(guang)(guang)的(de)(de)(de)(de)首要目(mu)標。在(zai)檢(jian)測的(de)(de)(de)(de)14個互聯(lian)網(wang)平臺中(zhong)，微博(bo)上(shang)爬取的(de)(de)(de)(de)煙(yan)(yan)草(cao)(cao)廣(guang)(guang)告宣傳(chuan)(chuan)和營(ying)銷(xiao)(xiao)有(you)(you)關信息較多，為(wei)(wei)42834條，占(zhan)82.54%，在(zai)小紅(hong)(hong)書(shu)這類(lei)面對(dui)女性(xing)的(de)(de)(de)(de)導(dao)購員共享(xiang)平臺上(shang)也是(shi)有(you)(you)2051條煙(yan)(yan)草(cao)(cao)營(ying)銷(xiao)(xiao)推(tui)廣(guang)(guang)信息內容(rong)(rong)。好幾家自媒體上(shang)對(dui)小紅(hong)(hong)書(shu)APP現(xian)(xian)(xian)(xian)9.5千(qian)篇(pian)煙(yan)(yan)草(cao)(cao)軟(ruan)文(wen)(wen)(wen)一事(shi)開展(zhan)了(le)(le)剖析。騰(teng)訊大豫網(wang)上(shang)轉截了(le)(le)北青報(bao)公(gong)布的(de)(de)(de)(de)《小紅(hong)(hong)書(shu)APP現(xian)(xian)(xian)(xian)9.5千(qian)篇(pian)煙(yan)(yan)草(cao)(cao)軟(ruan)文(wen)(wen)(wen)》一文(wen)(wen)(wen)，原文(wen)(wen)(wen)中(zhong)強調：在(zai)這種(zhong)生(sheng)活習慣(guan)共享(xiang)APP上(shang)，柔性(xing)嵌入很隱(yin)敝(bi)，并不是(shi)傳(chuan)(chuan)統上(shang)的(de)(de)(de)(de)種(zhong)樹手記是(shi)編的(de)(de)(de)(de)，在(zai)網(wang)上(shang)存有(you)(you)技術專(zhuan)業代筆(bi)全(quan)產業鏈。4月16日(ri)，小紅(hong)(hong)書(shu)APP現(xian)(xian)(xian)(xian)9.5萬(wan)煙(yan)(yan)草(cao)(cao)軟(ruan)文(wen)(wen)(wen)的(de)(de)(de)(de)報(bao)導(dao)又為(wei)(wei)小紅(hong)(hong)書(shu)增(zeng)加(jia)了(le)(le)管控(kong)不到位(wei)，廣(guang)(guang)告宣傳(chuan)(chuan)泛濫(lan)成災的(de)(de)(de)(de)印像。連續曝光的(de)(de)(de)(de)消極事(shi)情(qing)，立即危害小紅(hong)(hong)書(shu)的(de)(de)(de)(de)市(shi)場知(zhi)名(ming)度(du)和客戶好感度(du)。在(zai)多次的(de)(de)(de)(de)輿論沖擊性(xing)下(xia)，客戶忠誠(cheng)度(du)的(de)(de)(de)(de)降低與服務平臺公(gong)信度(du)的(de)(de)(de)(de)缺(que)失(shi)已(yi)經慢慢有(you)(you)一定的(de)(de)(de)(de)顯露。

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