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近年来,关于炒作现象的报道,屡见不鲜。常常是一波未平,一波又起。如今年1月21日淮南街头上演“鬼子进村”的闹剧,最近入住成都的日本伊藤洋华堂在中小学生中搞“我心目中美丽的日本”征文活动,以及玩高薪聘请花招等,不一而足。这些炒作给社会带来许多负面效应,人们是有目共睹的。为何许多商家这般热衷于炒作?究其原因,笔者认为有以下几点: 首先,能获立竿见影的经济效益是商家炒作的直接动机。这是一种只顾眼前,不管长远的投机心理。被推进市场的商家面对国内、特别是国际来势凶猛的竞争对手,生存上受到严重威胁。一方面他们要集聚资金,扩大规模,增强实力,在竞争中占领一席之地;另一方面,由于对市场竞争中有效的营销、公关等手段的认识和运作还处于较粗浅的层次,对经济效益与社会效益、短期利益与长远利益没有很好把握,一味追求轰动效应,以刺激众多看热闹人的购买欲,由此导致一些商家不惜违背社会主义道德观念而大肆炒作,这决不是长远之策。其次,商家对部分消费者的迎合心理实际上为炒作的不断升温而加油。俗话说:孤掌难鸣。光有商家的吆喝,无公众的附和,也不会有“你方唱罢我登场”、争相效仿的炒作现象发生。一是消费者喜欢新奇,爱看热闹,这是许多商家在“新”“奇”“怪”上大做文章的主要原因;二是伴随着改革开放春风吹进的西方享乐主义、拜金主义成为部分公众的理想境界,一些商家为迎合这部分消费者心理,不惜将恶霸地主刘文彩翻出来暴炒。第三,新闻媒介对炒作起着推波助澜的作用。由于传媒逐渐商业化,各家媒体争相扩大受众群,广告收入在其收入中占很大比重,众商家购买“黄金时段”的竞标活动就时有发生,秦池集团在此间
In recent years, reports on the speculation phenomenon are not uncommon. Often it is a wave of ups and downs. On January 21 this year, Huainan Street staged “devils into the village,” the farce, recently admitted to Chengdu in Japan Ito Yang Wahtang primary and secondary students engage in “my heart beautiful Japan” essay activities, and playing high-paying hired Tricks, etc. These speculations have brought many negative effects to the community. People are obvious to all. Why do so many businessmen so keen on speculation? The reason, I think the following points: First of all, can get immediate economic benefits is the direct motivation of business hype. This is a kind of speculation that is immediate and long term. To be marketed to the face of domestic businesses, especially the international fierce competitors, the survival of a serious threat. On the one hand, they have to gather capital, expand their scale, enhance their strength and occupy a place in the competition. On the other hand, since effective understanding of marketing and public relations measures in market competition and operation are still at a superficial level, Social benefits, short-term interests and long-term interests are not properly grasped. We are blindly pursuing the sensational effect so as to stimulate many buyers' desire to see the crowded people. As a result, some businessmen wantonly violate the socialist concept of morality by hype. This is by no means a long-term strategy. Second, the cateredness of some businesses to some consumers is actually fueling the rising speculation. As the saying goes: Solitary difficult sounding. There is light merchants shout, no public attachments, there will be no “You sing it me debut ”, competing to follow the speculation phenomenon. First, consumers like novelty, love watching fun, which is many businesses in the “new” “odd ” “strange ” the main reason for making a big fuss; the second is accompanied by the reform and opening up the spring breeze into the West Hedonism, money worship has become part of the public's ideal realm, some businesses to cater to this part of the consumer psychology, at the bully landlord Liu Wencai turned out to stir. Third, the news media plays a role in boosting speculation. As the media gradually commercialized, various media competing to expand the audience, advertising revenue in its revenue accounted for a large proportion of all businesses to buy “prime time” bidding activities have occurred from time to time, Qin Chi Group here