2019上(shang)半年危機公關盤點 三大(da)現象(xiang)三大(da)啟示(shi)

       2019年(nian)(nian)，轉(zhuan)(zhuan)(zhuan)眼間(jian)(jian)，整個(ge)(ge)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)行(xing)(xing)(xing)業(ye)仍在(zai)蓬勃發(fa)展。315晚(wan)會(hui)、頻繁的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)企(qi)(qi)業(ye)撕裂、618電子(zi)商務戰(zhan)(zhan)(zhan)(zhan)背后(hou)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)戰(zhan)(zhan)(zhan)(zhan)、華為美麗的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)反(fan)擊(ji)，甚至(zhi)中(zhong)(zhong)(zhong)美之(zhi)間(jian)(jian)也(ye)(ye)(ye)(ye)上(shang)演(yan)了(le)(le)最(zui)大(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)戰(zhan)(zhan)(zhan)(zhan)hellip;hellip;在(zai)這(zhe)(zhe)些(xie)大(da)(da)大(da)(da)小小的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)案例背后(hou)，我(wo)(wo)(wo)(wo)(wo)(wo)們(men)還(huan)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)可(ke)(ke)(ke)以(yi)(yi)透過現(xian)象(xiang)去(qu)發(fa)現(xian)本質(zhi)，今(jin)(jin)天，我(wo)(wo)(wo)(wo)(wo)(wo)們(men)就(jiu)來(lai)(lai)(lai)稍微盤點下(xia)(xia)2019上(shang)半(ban)年(nian)(nian)整個(ge)(ge)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)圈(quan)發(fa)生了(le)(le)些(xie)什(shen)么，又(you)能(neng)從(cong)中(zhong)(zhong)(zhong)獲得哪些(xie)啟(qi)示(shi)(shi)吧。現(xian)象(xiang)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)：食(shi)品(pin)(pin)安(an)全(quan)危(wei)(wei)(wei)機(ji)(ji)日(ri)(ri)常(chang)(chang)化今(jin)(jin)年(nian)(nian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)315晚(wan)會(hui)可(ke)(ke)(ke)以(yi)(yi)說是(shi)(shi)(shi)(shi)(shi)(shi)(shi)歷(li)(li)屆(jie)以(yi)(yi)來(lai)(lai)(lai)信(xin)息量最(zui)小的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)屆(jie)了(le)(le)。非常(chang)(chang)明(ming)顯(xian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)，315開(kai)(kai)始關(guan)(guan)(guan)心更日(ri)(ri)常(chang)(chang)、更貼近(jin)大(da)(da)眾的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)消(xiao)費(fei)問(wen)題。比如(ru)今(jin)(jin)年(nian)(nian)曝光(guang)(guang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)714高炮借貸問(wen)題，比如(ru)違法收集(ji)個(ge)(ge)人(ren)(ren)隱私的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)騷擾(rao)電話問(wen)題，比如(ru)中(zhong)(zhong)(zhong)小學門口都(dou)會(hui)售賣的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)辣條等等。在(zai)今(jin)(jin)年(nian)(nian)上(shang)半(ban)年(nian)(nian)企(qi)(qi)業(ye)發(fa)生的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)危(wei)(wei)(wei)機(ji)(ji)當中(zhong)(zhong)(zhong)，食(shi)品(pin)(pin)安(an)全(quan)相關(guan)(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)危(wei)(wei)(wei)機(ji)(ji)比例有(you)(you)(you)(you)(you)明(ming)顯(xian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)上(shang)升，且多涉及(ji)知(zhi)(zhi)名(ming)餐(can)飲(yin)企(qi)(qi)業(ye)。僅(jin)在(zai)3月份(fen)，就(jiu)已(yi)(yi)經陸續有(you)(you)(you)(you)(you)外婆(po)家、西(xi)貝莜面(mian)村、華萊士、周黑(hei)鴨、晚(wan)楓亭日(ri)(ri)料等多家知(zhi)(zhi)名(ming)餐(can)飲(yin)企(qi)(qi)業(ye)被(bei)(bei)曝光(guang)(guang)后(hou)廚臟亂差，甚至(zhi)有(you)(you)(you)(you)(you)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)被(bei)(bei)人(ren)(ren)民(min)日(ri)(ri)報(bao)(bao)(bao)(bao)直(zhi)(zhi)接(jie)(jie)點名(ming)。就(jiu)連頭部(bu)餐(can)飲(yin)企(qi)(qi)業(ye)也(ye)(ye)(ye)(ye)不(bu)(bu)(bu)(bu)(bu)能(neng)幸免。5月29日(ri)(ri)，一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)位孕婦說，她在(zai)江蘇蘇州西(xi)茶(cha)(cha)(cha)(cha)圓融店購(gou)買的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)果(guo)(guo)茶(cha)(cha)(cha)(cha)中(zhong)(zhong)(zhong)喝綠頭蒼蠅。相關(guan)(guan)(guan)部(bu)門迅速查(cha)封店鋪并進行(xing)(xing)(xing)整改。可(ke)(ke)(ke)怕的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)，這(zhe)(zhe)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)西(xi)茶(cha)(cha)(cha)(cha)半(ban)年(nian)(nian)內曝光(guang)(guang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)第四次食(shi)品(pin)(pin)安(an)全(quan)危(wei)(wei)(wei)機(ji)(ji)。就(jiu)在(zai)西(xi)茶(cha)(cha)(cha)(cha)事(shi)件(jian)(jian)發(fa)生后(hou)不(bu)(bu)(bu)(bu)(bu)久，6月10日(ri)(ri)，有(you)(you)(you)(you)(you)媒體報(bao)(bao)(bao)(bao)道(dao)(dao)稱(cheng)，另(ling)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)家頂級茶(cha)(cha)(cha)(cha)葉品(pin)(pin)牌(pai)(pai)奈雪茶(cha)(cha)(cha)(cha)葉店的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)員(yuan)(yuan)工(gong)(gong)徒手操作(zuo)，不(bu)(bu)(bu)(bu)(bu)戴口罩，質(zhi)疑(yi)其(qi)(qi)衛生狀(zhuang)況和(he)標(biao)準。啟(qi)示(shi)(shi)1：危(wei)(wei)(wei)機(ji)(ji)日(ri)(ri)常(chang)(chang)化是(shi)(shi)(shi)(shi)(shi)(shi)(shi)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)人(ren)(ren)員(yuan)(yuan)面(mian)臨的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)更大(da)(da)挑戰(zhan)(zhan)(zhan)(zhan)。與消(xiao)費(fei)者直(zhi)(zhi)接(jie)(jie)接(jie)(jie)觸的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)企(qi)(qi)業(ye)越多，公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)作(zuo)用就(jiu)越大(da)(da)，尤其(qi)(qi)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)快速消(xiao)費(fei)品(pin)(pin)。對(dui)(dui)于(yu)這(zhe)(zhe)里(li)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)企(qi)(qi)業(ye)來(lai)(lai)(lai)說，他(ta)們(men)最(zui)害怕的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)食(shi)品(pin)(pin)安(an)全(quan)。毫不(bu)(bu)(bu)(bu)(bu)夸張地說，這(zhe)(zhe)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)場(chang)(chang)可(ke)(ke)(ke)以(yi)(yi)決定企(qi)(qi)業(ye)生死的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)危(wei)(wei)(wei)機(ji)(ji)。當315逐漸失去(qu)作(zuo)為年(nian)(nian)度(du)考試(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)身份(fen)時(shi)，危(wei)(wei)(wei)機(ji)(ji)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)日(ri)(ri)常(chang)(chang)化將不(bu)(bu)(bu)(bu)(bu)可(ke)(ke)(ke)避免。企(qi)(qi)業(ye)不(bu)(bu)(bu)(bu)(bu)再(zai)需要(yao)(yao)(yao)在(zai)315當晚(wan)緊急成(cheng)(cheng)立PR這(zhe)(zhe)個(ge)(ge)團(tuan)隊(dui)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)個(ge)(ge)可(ke)(ke)(ke)以(yi)(yi)隨(sui)時(shi)拉出(chu)去(qu)打仗(zhang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)團(tuan)隊(dui)PR團(tuan)隊(dui)。這(zhe)(zhe)對(dui)(dui)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)人(ren)(ren)員(yuan)(yuan)來(lai)(lai)(lai)說無(wu)疑(yi)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)個(ge)(ge)巨大(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)挑戰(zhan)(zhan)(zhan)(zhan)。公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)共(gong)(gong)(gong)關(guan)(guan)(guan)系必須更頻繁地進行(xing)(xing)(xing)日(ri)(ri)常(chang)(chang)監控。我(wo)(wo)(wo)(wo)(wo)(wo)們(men)發(fa)現(xian)，最(zui)近(jin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)重大(da)(da)事(shi)件(jian)(jian)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)通過當地電視臺和(he)其(qi)(qi)他(ta)渠道(dao)(dao)曝光(guang)(guang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)，更不(bu)(bu)(bu)(bu)(bu)用說更多的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)我(wo)(wo)(wo)(wo)(wo)(wo)們(men)媒體曝光(guang)(guang)了(le)(le)。短(duan)期響應(ying)(ying)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)移(yi)動(dong)部(bu)隊(dui)絕對(dui)(dui)應(ying)(ying)該(gai)(gai)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)未(wei)來(lai)(lai)(lai)企(qi)(qi)業(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)標(biao)準標(biao)準。現(xian)象(xiang)2：今(jin)(jin)年(nian)(nian)上(shang)半(ban)年(nian)(nian)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)開(kai)(kai)報(bao)(bao)(bao)(bao)告(gao)正(zheng)常(chang)(chang)，該(gai)(gai)品(pin)(pin)牌(pai)(pai)甚至(zhi)不(bu)(bu)(bu)(bu)(bu)依(yi)靠(kao)秘(mi)密的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)黑(hei)人(ren)(ren)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)共(gong)(gong)(gong)關(guan)(guan)(guan)系來(lai)(lai)(lai)打擊(ji)競爭(zheng)對(dui)(dui)手，而(er)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)直(zhi)(zhi)接(jie)(jie)親自(zi)(zi)撕裂。企(qi)(qi)業(ye)之(zhi)間(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)開(kai)(kai)報(bao)(bao)(bao)(bao)告(gao)似乎已(yi)(yi)經成(cheng)(cheng)為一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)種(zhong)流(liu)行(xing)(xing)(xing)趨勢。僅(jin)在(zai)6月份(fen)，就(jiu)發(fa)生了(le)(le)四起(qi)(qi)企(qi)(qi)業(ye)互(hu)(hu)動(dong)事(shi)件(jian)(jian)。在(zai)這(zhe)(zhe)些(xie)事(shi)件(jian)(jian)中(zhong)(zhong)(zhong)，格蘭(lan)仕直(zhi)(zhi)接(jie)(jie)叫馬(ma)云，餓了(le)(le)么和(he)美團(tuan)直(zhi)(zhi)接(jie)(jie)報(bao)(bao)(bao)(bao)警(jing)，格力(li)amp;奧(ao)克斯將監管部(bu)門拉下(xia)(xia)水(shui)，伊(yi)利(li)甚至(zhi)將北京冬奧(ao)會(hui)組委會(hui)直(zhi)(zhi)接(jie)(jie)拖入戰(zhan)(zhan)(zhan)(zhan)場(chang)(chang)，勢頭越來(lai)(lai)(lai)越大(da)(da)，涉及(ji)范圍越來(lai)(lai)(lai)越大(da)(da)hellip;hellip;啟(qi)示(shi)(shi)二：你(ni)(ni)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)對(dui)(dui)手可(ke)(ke)(ke)能(neng)隨(sui)時(shi)要(yao)(yao)(yao)跟你(ni)(ni)拼刺(ci)(ci)刀(dao)了(le)(le)以(yi)(yi)往(wang)巨頭之(zhi)間(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)斗爭(zheng)也(ye)(ye)(ye)(ye)不(bu)(bu)(bu)(bu)(bu)少(shao)，因為中(zhong)(zhong)(zhong)國雙寡(gua)頭的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)行(xing)(xing)(xing)業(ye)格局太多了(le)(le)，尤其(qi)(qi)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)互(hu)(hu)聯網行(xing)(xing)(xing)業(ye)，所以(yi)(yi)巨頭之(zhi)間(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)戰(zhan)(zhan)(zhan)(zhan)我(wo)(wo)(wo)(wo)(wo)(wo)們(men)也(ye)(ye)(ye)(ye)見得不(bu)(bu)(bu)(bu)(bu)少(shao)，但(dan)這(zhe)(zhe)些(xie)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)般都(dou)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)暗(an)戰(zhan)(zhan)(zhan)(zhan)，即使(shi)再(zai)套路，也(ye)(ye)(ye)(ye)只能(neng)被(bei)(bei)納入黑(hei)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)范疇，但(dan)格力(li)電器的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)封舉(ju)(ju)報(bao)(bao)(bao)(bao)信(xin)，直(zhi)(zhi)接(jie)(jie)推(tui)(tui)倒了(le)(le)舉(ju)(ju)報(bao)(bao)(bao)(bao)式公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)戰(zhan)(zhan)(zhan)(zhan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)第一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)塊多米諾骨牌(pai)(pai)。舉(ju)(ju)報(bao)(bao)(bao)(bao)式公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)戰(zhan)(zhan)(zhan)(zhan)和(he)黑(hei)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)不(bu)(bu)(bu)(bu)(bu)同，是(shi)(shi)(shi)(shi)(shi)(shi)(shi)沒有(you)(you)(you)(you)(you)退路的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)肉搏戰(zhan)(zhan)(zhan)(zhan)，是(shi)(shi)(shi)(shi)(shi)(shi)(shi)要(yao)(yao)(yao)和(he)對(dui)(dui)手直(zhi)(zhi)接(jie)(jie)拼刺(ci)(ci)刀(dao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)。這(zhe)(zhe)種(zhong)明(ming)刀(dao)明(ming)槍的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)戰(zhan)(zhan)(zhan)(zhan)將公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)大(da)(da)部(bu)分(fen)工(gong)(gong)作(zuo)都(dou)擺上(shang)了(le)(le)桌面(mian)，孰(shu)高孰(shu)低也(ye)(ye)(ye)(ye)能(neng)更輕易的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)被(bei)(bei)看出(chu)來(lai)(lai)(lai)。《孫(sun)子(zi)兵法》里(li)說：故用兵之(zhi)法,沒有(you)(you)(you)(you)(you)依(yi)靠(kao)它(ta)，依(yi)靠(kao)我(wo)(wo)(wo)(wo)(wo)(wo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)等待；沒有(you)(you)(you)(you)(you)依(yi)靠(kao)它(ta)不(bu)(bu)(bu)(bu)(bu)攻(gong)擊(ji)，依(yi)靠(kao)我(wo)(wo)(wo)(wo)(wo)(wo)不(bu)(bu)(bu)(bu)(bu)能(neng)攻(gong)擊(ji)。這(zhe)(zhe)意味著(zhu)，不(bu)(bu)(bu)(bu)(bu)要(yao)(yao)(yao)指望敵(di)人(ren)(ren)不(bu)(bu)(bu)(bu)(bu)會(hui)侵犯，而(er)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)依(yi)靠(kao)自(zi)(zi)己(ji)(ji)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)充分(fen)準備；不(bu)(bu)(bu)(bu)(bu)要(yao)(yao)(yao)指望敵(di)人(ren)(ren)不(bu)(bu)(bu)(bu)(bu)會(hui)攻(gong)擊(ji)，而(er)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)依(yi)靠(kao)自(zi)(zi)己(ji)(ji)強大(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)防(fang)守(shou)攻(gong)擊(ji)。報(bao)(bao)(bao)(bao)告(gao)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)共(gong)(gong)(gong)關(guan)(guan)(guan)系出(chu)現(xian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)頻率越高，我(wo)(wo)(wo)(wo)(wo)(wo)們(men)必須保持警(jing)惕，你(ni)(ni)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)對(dui)(dui)手可(ke)(ke)(ke)能(neng)會(hui)隨(sui)時(shi)與你(ni)(ni)在(zai)戰(zhan)(zhan)(zhan)(zhan)場(chang)(chang)上(shang)戰(zhan)(zhan)(zhan)(zhan)斗刺(ci)(ci)刀(dao)，敏銳的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)共(gong)(gong)(gong)關(guan)(guan)(guan)系應(ying)(ying)該(gai)(gai)隨(sui)時(shi)準備，如(ru)果(guo)(guo)下(xia)(xia)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)秒，你(ni)(ni)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)對(dui)(dui)手公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)開(kai)(kai)宣布(bu)(bu)戰(zhan)(zhan)(zhan)(zhan)爭(zheng)，你(ni)(ni)有(you)(you)(you)(you)(you)應(ying)(ying)對(dui)(dui)策略嗎？現(xian)象(xiang)3：營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)翻轉(zhuan)(zhuan)(zhuan)事(shi)件(jian)(jian)經常(chang)(chang)發(fa)生在(zai)今(jin)(jin)年(nian)(nian)上(shang)半(ban)年(nian)(nian)，也(ye)(ye)(ye)(ye)看到了(le)(le)很(hen)(hen)多營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)翻轉(zhuan)(zhuan)(zhuan)事(shi)件(jian)(jian)。最(zui)初良好(hao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)計劃(hua)，一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)眨眼就(jiu)成(cheng)(cheng)為了(le)(le)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)場(chang)(chang)危(wei)(wei)(wei)機(ji)(ji)。這(zhe)(zhe)種(zhong)現(xian)象(xiang)通常(chang)(chang)發(fa)生在(zai)兩(liang)種(zhong)情況下(xia)(xia)。第一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)類最(zui)典(dian)型的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)利(li)用市(shi)場(chang)(chang)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)。事(shi)實(shi)上(shang)，利(li)用市(shi)場(chang)(chang)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)火災的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)案例一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)直(zhi)(zhi)在(zai)發(fa)生，這(zhe)(zhe)不(bu)(bu)(bu)(bu)(bu)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)今(jin)(jin)年(nian)(nian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)祭(ji)壇。例如(ru)，老(lao)問(wen)題仍有(you)(you)(you)(you)(you)人(ren)(ren)會(hui)犯，浦(pu)東發(fa)行(xing)(xing)(xing)借火烈士發(fa)布(bu)(bu)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)海報(bao)(bao)(bao)(bao)。還(huan)有(you)(you)(you)(you)(you)杜蕾斯的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)520個(ge)(ge)潛(qian)力(li)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)系列，一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)個(ge)(ge)又(you)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)個(ge)(ge)重口味營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)老(lao)司機(ji)(ji)推(tui)(tui)下(xia)(xia)祭(ji)壇。hellip;hellip;強迫西(xi)茶(cha)(cha)(cha)(cha)發(fa)出(chu)道(dao)(dao)歉信(xin)。當然，不(bu)(bu)(bu)(bu)(bu)僅(jin)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)會(hui)翻車，品(pin)(pin)牌(pai)(pai)自(zi)(zi)己(ji)(ji)精心策劃(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)事(shi)件(jian)(jian)也(ye)(ye)(ye)(ye)有(you)(you)(you)(you)(you)可(ke)(ke)(ke)能(neng)隨(sui)時(shi)翻車。盒(he)馬(ma)在(zai)4月份(fen)策劃(hua)了(le)(le)民(min)國集(ji)市(shi)，然而(er)，海報(bao)(bao)(bao)(bao)上(shang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)價(jia)格回到1984年(nian)(nian)引起(qi)(qi)了(le)(le)很(hen)(hen)大(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)爭(zheng)議。那些(xie)知(zhi)(zhi)道(dao)(dao)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)點歷(li)(li)史(shi)知(zhi)(zhi)識(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)人(ren)(ren)都(dou)知(zhi)(zhi)道(dao)(dao)，1984年(nian)(nian)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)中(zhong)(zhong)(zhong)國近(jin)代(dai)史(shi)上(shang)最(zui)著(zhu)名(ming)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)通貨膨脹時(shi)期之(zhi)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)，價(jia)格飆(biao)升。盒(he)馬(ma)來(lai)(lai)(lai)可(ke)(ke)(ke)能(neng)真的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)沒有(you)(you)(you)(you)(you)學好(hao)歷(li)(li)史(shi)。幸運的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)，阿里(li)巴巴的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)共(gong)(gong)(gong)關(guan)(guan)(guan)系技(ji)能(neng)真的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)很(hen)(hen)棒(bang)，甚至(zhi)共(gong)(gong)(gong)青團(tuan)中(zhong)(zhong)(zhong)央政府也(ye)(ye)(ye)(ye)不(bu)(bu)(bu)(bu)(bu)得不(bu)(bu)(bu)(bu)(bu)站出(chu)來(lai)(lai)(lai)大(da)(da)拇指來(lai)(lai)(lai)解決危(wei)(wei)(wei)機(ji)(ji)。還(huan)有(you)(you)(you)(you)(you)椰子(zi)品(pin)(pin)牌(pai)(pai)椰子(zi)汁，娃哈哈A喝到D，廣告(gao)語言被(bei)(bei)指控粗俗也(ye)(ye)(ye)(ye)在(zai)今(jin)(jin)年(nian)(nian)上(shang)半(ban)年(nian)(nian)引起(qi)(qi)了(le)(le)很(hen)(hen)大(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)爭(zheng)議。雖(sui)然邊緣營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)不(bu)(bu)(bu)(bu)(bu)是(shi)(shi)(shi)(shi)(shi)(shi)(shi)100%違法的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)，但(dan)品(pin)(pin)牌(pai)(pai)知(zhi)(zhi)名(ming)度(du)受損，也(ye)(ye)(ye)(ye)造成(cheng)(cheng)了(le)(le)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)定的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)危(wei)(wei)(wei)機(ji)(ji)。啟(qi)示(shi)(shi)3：互(hu)(hu)聯網流(liu)量是(shi)(shi)(shi)(shi)(shi)(shi)(shi)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)把雙刃(ren)劍。當我(wo)(wo)(wo)(wo)(wo)(wo)們(men)計劃(hua)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)活(huo)動(dong)并評估效果(guo)(guo)時(shi)，我(wo)(wo)(wo)(wo)(wo)(wo)們(men)往(wang)往(wang)不(bu)(bu)(bu)(bu)(bu)會(hui)意識(shi)(shi)到營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)很(hen)(hen)可(ke)(ke)(ke)能(neng)成(cheng)(cheng)為一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)場(chang)(chang)危(wei)(wei)(wei)機(ji)(ji)。當我(wo)(wo)(wo)(wo)(wo)(wo)們(men)追求互(hu)(hu)聯網流(liu)量時(shi)，很(hen)(hen)難意識(shi)(shi)到流(liu)量是(shi)(shi)(shi)(shi)(shi)(shi)(shi)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)把雙刃(ren)劍，水(shui)可(ke)(ke)(ke)以(yi)(yi)載船，也(ye)(ye)(ye)(ye)可(ke)(ke)(ke)以(yi)(yi)覆蓋船。這(zhe)(zhe)也(ye)(ye)(ye)(ye)可(ke)(ke)(ke)能(neng)給(gei)了(le)(le)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)人(ren)(ren)員(yuan)(yuan)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)個(ge)(ge)啟(qi)示(shi)(shi)。在(zai)當今(jin)(jin)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)和(he)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)共(gong)(gong)(gong)關(guan)(guan)(guan)系邊界越來(lai)(lai)(lai)越模糊的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)時(shi)代(dai)，公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)共(gong)(gong)(gong)關(guan)(guan)(guan)系應(ying)(ying)該(gai)(gai)更多地參與早期環節，并檢查(cha)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)活(huo)動(dong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)細節和(he)輸出(chu)模式。在(zai)評估營(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)效果(guo)(guo)時(shi)，公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)共(gong)(gong)(gong)關(guan)(guan)(guan)系也(ye)(ye)(ye)(ye)需要(yao)(yao)(yao)同時(shi)進行(xing)(xing)(xing)評估。公(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)(gong)眾輿論對(dui)(dui)這(zhe)(zhe)一(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)(yi)事(shi)件(jian)(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)反(fan)應(ying)(ying)如(ru)何(he)，如(ru)何(he)處理和(he)應(ying)(ying)對(dui)(dui)負面(mian)輿論。

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