From the marketing point of view, Ma Jiajia is indeed a genius of transnational marketing. Whether it's her sexual topic hype in 20 12, her outrageous speech stunt later, or this year's "Dark Chicken Soup for the Mind", it's an online event marketing behavior that serves commercial purposes with the help of people and topics. Cases like this are: Guo Meimei, Gan Lulu, Car Model Beast ... Behind the endless hype events that challenge the audition limit and break through the moral bottom line, there are a lot of people who have gained huge commercial benefits, the people behind the events, the brokerage companies behind them, and the marketing planning enterprises behind the scenes. They only use the curiosity and concern of netizens to achieve the purpose of self-promotion, and have not contributed any value to society, nor have they thought about what harm these behaviors will do to the public's media trust. This irresponsible behavior, at least let us see some profound practical problems. In the face of interests, some enterprises in China are becoming more and more short-sighted.
As a relatively open public opinion platform, the Internet has played a benign role in supervising and promoting enterprises that want to establish a lasting foundation, but as a low-cost communication tool, it also provides excellent living space and profit opportunities for short-sighted behaviors such as "grabbing a ticket and leaving" or "shooting a gun for a place". Under the demonstration effect of early profit-seekers, many small and medium-sized enterprises often can't help but choose to imitate short-sighted behavior or even completely ignore their social responsibilities.
For example, a big hidden danger that Taobao may face in the future is that many low-quality goods are among the "explosion models" through the image packaging of big merchants, and the profits of big merchants are behind the dissatisfaction of a large number of users. However, as long as this phenomenon exists in Taobao, other small and medium-sized businesses will continue to follow up, and more and more users will flee Taobao after being cheated. Judging from the current situation, Taobao only made up its mind to punish fakes under the dual pressure at home and abroad. For this hidden danger, at least on the surface, Taobao has no targeted actions. It can even be speculated that this hidden danger has not caused significant damage to Taobao's interests. Therefore, Taobao does not completely regulate the quality of its circulating goods from the perspective of social responsibility, restrain the excessive marketing behavior of merchants, and safeguard users' right to know about goods. If even Taobao is still in front of interests, it is not surprising that other companies and businesses have performed.
Although this is not the original intention of the Internet, or perhaps the original intention of enterprises, it is undeniable that the Internet is having a negative impact on the sense of social responsibility of Chinese enterprises. Under the current wave of encouraging innovation and entrepreneurship in the country, with the rapid increase of the number of small and medium-sized enterprises, the Internet may not only provide low-cost and low-threshold entry conditions, but also lead to the short-sighted trend of enterprise management behavior.
Modern economic theory holds that enterprises are essentially "a mechanism of resource allocation", which can realize the optimal allocation of social and economic resources and reduce the transaction cost of the whole society. The role of enterprises in market economy activities is itself the carrier of social responsibility, optimizing resource allocation and reducing transaction costs. In the process of continuous progress of social civilization, the ideological and moral level of the public is also constantly improving, so they have higher expectations for enterprises that make profits through business activities. The scope of corporate social responsibility has gradually expanded to product quality, environment, occupational health and labor security, and enterprises have assumed more and more social responsibilities.
In the Internet era, the foothold of enterprises lies in the large-scale Internet usage habits of users, and enterprises can promote themselves faster and earn eyeballs more conveniently. In this situation, the enterprise's every move is concerned by a large number of users, which invisibly carries more social responsibilities, which is the so-called "celebrity effect". The quality of behavior will affect the psychology and even behavior of the public.
Those who rely on internet channels and make use of internet users' wanton hype must realize that the tuyere cannot be separated from the blower and the fat pig cannot be separated from the pig feed. However, the words and deeds of Ma Jiajia and others are denying those jobs with average income but extraordinary significance? Is it hurting those who create great value for society and others but are unknown? Has it destroyed the free, equal and harmonious social environment that we are committed to building? No matter what kind of enterprise people are behind Malik Jiajia, no matter how great, innovative and subversive their business model is, if their sense of social responsibility is lost, I'm sorry, all this is called "natural merger" in the current network language.
Under the "double-edged sword" effect released by the Internet, we call for sunshine and positive value orientation, and the establishment and improvement of relevant social supervision mechanisms can curb the marketing demon wind of Internet moral decay.
Value orientation means that some values become the dominant ideology of a certain cultural choice, or are recognized by individuals and internalized as the core part of personality structure, which has the directional functions of evaluating things, arousing attitudes, guiding and standardizing behaviors. It can be seen that if an enterprise is in a social environment where everyone is positive and everything is sunny, any short-sighted behavior and lack of social responsibility will seem out of place around it, and even be collectively resisted, which will convey an invisible pressure to the enterprise, prompting it to be equally positive and sunny and take the initiative to assume social responsibility.
We do not rule out the existence of brazen enterprises, so it is very likely that enterprises will not take the initiative to correct their short-sighted behavior and lack of social responsibility. At this time, we need a perfect mechanism to let the media, the public, users and other social members actively participate in supervision on the premise of openness, equality and security, and pass the pressure of public opinion to enterprises, and even rely on the deterrent power of administrative law enforcement.
Enterprises in China have ushered in a new round of active cycle in the Internet age, but at the same time, they are faced with the difficult choice of short-sighted profit or looking to the future. All enterprises 100% practice all social responsibilities expected by the public, which is only an ideal state and can be regarded as a long-term goal. However, at this stage, it is necessary and necessary for enterprises to put forward clear norms in the process of using the Internet to carry out business activities, requiring them to assume social responsibilities and show a positive image within their power.
In the Internet age, we say no to Ma Jiajia!