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近日,奇酷社区研究机构总经理代琳在艾瑞新营销年会上发表了一场精彩的关于社区口碑营销的演讲,其中提到了两个非常具有代表意义的案例——快销品的王老吉和地产巨头万科在汶川地震赈灾期间,同样捐款1亿,而带来两种截然不同的结果。同样是1个亿,为什么会获得如此截然不同的反差?奇酷从对社区传播路径的研究给出了答案。首先看一下万科的表现:地震当天,万科集团快速响应捐款200万。其实汶川地
Recently, QIU cool community research institute general manager Dai Lin in Ereli new marketing annual meeting delivered a wonderful speech about community word of mouth marketing, which mentioned two very representative cases - Wang Lao Ji And real estate giant Vanke during the Wenchuan earthquake relief, the same donation of 100000000, with two very different results. The same is a hundred million, why get such a completely different contrast? Ki cool from the community to study the path to give the answer. First of all look at the performance of China Vanke: the day of the earthquake, Vanke quickly respond to donations 2 million. In fact, Wenchuan