The network media brand public relations disseminate network time At present the Chinese Internet popular rate is about 16%, is lower than the world level 19.1%; But our country web cams count actually reach 221,000,000 people, will surpass the US, China has become the global biggest Internet market, the network edge effect will accelerate, to protrude gradually the appearance.
The network media has the bright equivalent, the propagation velocity to be quick, replicability strong and not controllability; It not the region, national, the social class and historical and cultural traditions' limitation enables anybody to be possible to express through the network media own viewpoint, the standpoint, and changes arouses other person's sympathy and the non-rational dissemination; The brand public relations disseminate also occupy beforehand time in the backward thinking mode,contact connects
the traditional media actually could not meet consumer's dissemination need, the network throws the advertisement to carry on the brand dissemination department to be possible; But disseminates regarding the network crisis public relations, the brand attains a scald one's hand likely the sweet potato, is taking the scald one's hand, does not take actually presents the network crisis, should take?
The brand mostly has chosen the escape, the network media is the numerous brands creates by the neglect the network crisis's essential reason; The brand should grasp the network media this brand dissemination another nucleus. Looking from the brand marketing's angle, any consumers should take seriously, but in the actual brand marketing, by the brand product quality, the service, the dissemination creates how is the brand crisis is disseminated by the network?
The brand shift responsibility, does not dare facing the question, overlord's-like processing mode and disseminates to the populace tradition media public relations causes the consumer to lose the basic words power in the tradition mass media media, inextricability the question consumer only to be able to arrive at network this macrocosm to alleviate some psychological anger,discontinues studies
the demand sympathetic chord, the network non-sense of distance, the dissemination rapidity and the change has the sympathetic chord then to produce one to denounce, the resisting community, is likely between a night appeared regarding the brand crisis, actually was also the brand does not pay attention to own dissemination and the brand fine reputation mold, paid great attention the popularity constantly the blind expansion, neglects crisis evil consequence which the consumer created.
The network resource, is using the computer system the information resource which manages through the communication facility dissemination and the network software. The network information resource covers the scope is whether widespread, whether to aim at the related domain or specialized; This homepage manufacture's goal is anything, has what pointed, whether to face the specific direction the user; Provides information breadth, depth how; Which network resource types including, is the booklist, the index, the digest, network periodical or on-line books, and so on. These may take the user appraisal and the selective network information resource standard.
Network information resource content * scientific nature and objectivity. First, the network information's content must have the scientific nature, has certain scientific research value, and uses the science the method and the form carries on the elaboration. Next, the network information must have the objective accuracy, lists may supply the investigation fact the sources of information, the fact data and the basis, simultaneously must look that the network information is whether fair, provides whether in the fact to confuse in has the tendentious propaganda and the commentary, and when the introduction has the dispute viewpoint holds the middle ground, and provides the fair judgment.
* distinctive quality and originality. People usually using issue time quite and is newly unique, has the reference value literature,technology advancement but regarding the network information resource use is so. The network information reflected subject whether specially, whether also to have other provides the way (for example whether to have printing form or other electronic form, other carrier format often can affect its value), the network information to found or issue date as well as recent renewal date, the renewal gap cycle and so on can affect people's use potency. At the same time, the network information must have the relative distinctive quality, only then the information content is unique, the viewpoint is novel, can promote the network resource the value, raises the use efficiency.