内蒙古新闻网 > 新闻 > 敕勒川评论 > 八方时评 > 正文

“悲情营销”莫如诚信经营

作者:石羚 责任编辑:孙春霞 2018-05-14 09:25:46 来源: 人民日报

苦心孤诣搞虚假宣传、悲情营销,甚至蓄意制造假象,逾越了经营的道德底线,只会割断买卖双方的信任纽带

网购山西的滞销苹果,为何发货地却在广东?近日,一些商家假借“滞销”之名在电商平台销售水果,甚至使用了同一名老人的照片做宣传。类似“网售滞销水果”的悲情营销套路,引发热议。

针对多个电商平台发布的“苹果滞销”营销策划,山西临猗县政府发布声明,称内容有诸多夸大失实之处,将给当地果农的整体利益造成影响。事实上,打“悲情牌”销售苹果并非个案。近年来,一些商家以“鲜笋滞销”“菠萝滞销”等噱头推销产品,甚至以次充好,扰乱了正常市场秩序,损害了消费者的权益。

相关法律规定,广告不得含有虚假或者引人误解的内容,不得欺骗、误导消费者。少数商家打着“滞销”的旗号投机取巧,不仅损害了行业、品牌形象,也侵犯了消费者的知情权。如果造成顾客财物损失,还涉嫌欺诈。有网友还发现,从橙子、柠檬,到镇尺、灯具,某些滞销产品的广告页面,竟然使用了同一幅农民大爷的照片。对于这种侵犯肖像权、著作权的行为,商家也难辞其咎。

通过网店、网帖宣传滞销品,本是应急状况的补救之策;消费者购买滞销品,以善心扶危济困,传播的是正能量。但若苦心孤诣搞虚假宣传、悲情营销,甚至蓄意制造假象,就逾越了经营的道德底线。类似现象频频出现,只会透支人们的同情心,割断买卖双方的信任纽带。久而久之,还将影响真正需要帮助的人。

搞“悲情营销”的人,一方面以图片文字大打情感牌,一方面借用带疤水果等瑕疵产品让骗局看起来更真实,在策略上不可谓不高明,却把“聪明”用错了地方。有人说,进入“情感经济”时代,关键是要用心。满是童年记忆的黑芝麻糊、等餐时提供游戏消遣的火锅店等商业案例,已被列为营销学的经典。耄耋老人卖馄饨10多年没涨价、“鞋垫婆婆”桥头手工缝制绣花鞋垫等新闻,一经发布总能吸引热心客户。说到底,价廉物美的产品、货真价实的诚意、触及心灵的情愫,才最能打动人心。

借助“互联网+”,商贸的渠道更加宽广,人们表达善意的途径也更为通畅。无论是团购贫困户生产的农副产品,还是用“轻松筹”“水滴筹”募集善款,涓涓暖流很快就能汇成爱心的江海。但“悲情营销”“骗捐诈捐”等现象,则提醒人们对网络虚假信息必须高度警惕。网络平台有责任加强排查和把关,避免虚假信息遮蔽消费者的双眼。对电商平台而言,还应善用图片识别、身份认证等技术手段筑牢安全防线,铲除“悲情营销”的生存土壤。

应当看到,滞销现象在特定时间、特定地域客观存在。除了气候、交通等原因,这与市场调节的滞后性不无关系。就此而言,破除滞销难题,还需“看得见的手”发挥更好的作用。有关地方和部门应合理引导生产品类及规模,莫让“千树万树俱梨花”;做好特色产品的品牌建设和宣传推广,避免“养在深闺人未识”;在发生滞销后及时提供服务,莫让生产者“喊破嗓子无人听”。这样,一心一意做好产品、诚信经营的人终将收获喜悦。

欢迎加入"99街"微信报料,微信公众号:nmg_99jee

新闻热线:0471-6635129

声明:

一、凡注明来源为"内蒙古新闻网"的所有文字、图片、音视频、美术设计和程序等作品,版权均属内蒙古内蒙古新闻网或相关权利人专属所有或持有所有。 未经本网书面授权,不得进行一切形式的下载、转载或建立镜像。否则以侵权论,依法追究相关法律责任。

二、凡本网注明"来源:XXX(非内蒙古新闻网)"的作品,均转载自其它媒体,转载目的在于传递更多信息,并不代表本网赞同其观点和对其真实性负责。

三、转载声明:本网转载稿件有些作者不明,请相关版权单位或个人持有效证明速与本网联系,以便发放稿费。

内蒙古新闻网联系方式:

电话:0471-6635129 | E-mail:northnews@126.com

http://www.qqtmb.com/81782/4412.html http://www.qqtmb.com/65187/717115.html http://www.qqtmb.com/HQKQ521/152623.html http://www.qqtmb.com/kkyule/17475.html http://www.qqtmb.com/HQKQ521/74467.html http://www.qqtmb.com/85129/57534.html http://www.qqtmb.com/81782/734637.html http://www.qqtmb.com/85129/34476.html http://www.qqtmb.com/HQKQ521/65764.html http://www.qqtmb.com/HQKQ521/33127.html http://www.qqtmb.com/65187/67336.html http://www.qqtmb.com/HQKQ521/7263.html http://www.qqtmb.com/ZGPOQ/257565.html http://www.qqtmb.com/81782/17357.html http://www.qqtmb.com/65187/351264.html http://www.qqtmb.com/HQKQ521/63125.html http://www.qqtmb.com/81782/5676.html http://www.qqtmb.com/ZGPOQ/4775.html http://www.qqtmb.com/HQKQ521/231176.html http://www.qqtmb.com/kkyule/74623.html http://www.qqtmb.com/85129/616662.html http://www.qqtmb.com/GGfec/223341.html http://www.qqtmb.com/HQKQ521/113626.html http://www.qqtmb.com/CQSSC/132374.html http://www.qqtmb.com/81782/531662.html http://www.qqtmb.com/GGfec/71663.html http://www.qqtmb.com/65187/634135.html http://www.qqtmb.com/81782/2534.html http://www.qqtmb.com/HQKQ521/7762.html http://www.qqtmb.com/CQSSC/565452.html http://www.qqtmb.com/ZGPOQ/315212.html http://www.qqtmb.com/85129/131632.html http://www.qqtmb.com/CQSSC/66335.html http://www.qqtmb.com/ZGPOQ/24212.html http://www.qqtmb.com/85129/1713.html http://www.qqtmb.com/85129/641563.html http://www.qqtmb.com/CQSSC/72657.html http://www.qqtmb.com/81782/43371.html http://www.qqtmb.com/ZGPOQ/15715.html http://www.qqtmb.com/ZGPOQ/52776.html http://www.qqtmb.com/CQSSC/131643.html http://www.qqtmb.com/CQSSC/77251.html http://www.qqtmb.com/kkyule/54423.html http://www.qqtmb.com/ZGPOQ/626214.html http://www.qqtmb.com/HQKQ521/416626.html http://www.qqtmb.com/ZGPOQ/74155.html http://www.qqtmb.com/81782/51441.html http://www.qqtmb.com/kkyule/37212.html http://www.qqtmb.com/GDPOL/336137.html http://www.qqtmb.com/GGfec/3674.html http://www.qqtmb.com/81782/33246.html http://www.qqtmb.com/kkyule/71356.html http://www.qqtmb.com/65187/312367.html http://www.qqtmb.com/GDPOL/1476.html http://www.qqtmb.com/HQKQ521/3727.html http://www.qqtmb.com/65187/425372.html http://www.qqtmb.com/CQSSC/551332.html http://www.qqtmb.com/81782/7124.html http://www.qqtmb.com/GDPOL/77633.html http://www.qqtmb.com/81782/431171.html http://www.qqtmb.com/GGfec/71665.html http://www.qqtmb.com/81782/61774.html http://www.qqtmb.com/85129/325671.html http://www.qqtmb.com/GDPOL/314625.html http://www.qqtmb.com/GDPOL/414371.html http://www.qqtmb.com/CQSSC/172517.html http://www.qqtmb.com/81782/61547.html http://www.qqtmb.com/85129/52162.html http://www.qqtmb.com/ZGPOQ/556737.html http://www.qqtmb.com/kkyule/637273.html http://www.qqtmb.com/65187/431742.html http://www.qqtmb.com/65187/45431.html http://www.qqtmb.com/HQKQ521/44171.html http://www.qqtmb.com/HQKQ521/436577.html http://www.qqtmb.com/HQKQ521/75321.html http://www.qqtmb.com/ZGPOQ/46264.html http://www.qqtmb.com/HQKQ521/12765.html http://www.qqtmb.com/GGfec/522676.html http://www.qqtmb.com/81782/262224.html http://www.qqtmb.com/ZGPOQ/514624.html http://www.qqtmb.com/GGfec/32431.html http://www.qqtmb.com/85129/55437.html http://www.qqtmb.com/ZGPOQ/274.html http://www.qqtmb.com/81782/732756.html http://www.qqtmb.com/HQKQ521/626525.html http://www.qqtmb.com/65187/7353.html http://www.qqtmb.com/CQSSC/5442.html http://www.qqtmb.com/kkyule/562361.html http://www.qqtmb.com/CQSSC/25766.html http://www.qqtmb.com/65187/635753.html http://www.qqtmb.com/HQKQ521/27476.html http://www.qqtmb.com/GDPOL/4714.html http://www.qqtmb.com/GDPOL/444777.html http://www.qqtmb.com/65187/336634.html http://www.qqtmb.com/CQSSC/321.html http://www.qqtmb.com/81782/55466.html http://www.qqtmb.com/65187/74672.html http://www.qqtmb.com/kkyule/27244.html http://www.qqtmb.com/ZGPOQ/115755.html http://www.qqtmb.com/kkyule/664771.html http://www.qqtmb.com/5128/24357.html http://www.qqtmb.com/5143/4177.html http://www.qqtmb.com/5133/2722.html http://www.qqtmb.com/5132/742426.html http://www.qqtmb.com/5133/37516.html http://www.qqtmb.com/5125/6154.html http://www.qqtmb.com/5144/557434.html http://www.qqtmb.com/5120/41364.html http://www.qqtmb.com/5148/571657.html http://www.qqtmb.com/5144/422555.html http://www.qqtmb.com/5147/344564.html http://www.qqtmb.com/5134/377137.html http://www.qqtmb.com/5134/13513.html http://www.qqtmb.com/5149/3114.html http://www.qqtmb.com/5136/261557.html http://www.qqtmb.com/5148/331775.html http://www.qqtmb.com/5144/6154.html http://www.qqtmb.com/5129/651342.html http://www.qqtmb.com/5146/377654.html http://www.qqtmb.com/5146/572212.html http://www.qqtmb.com/5142/575762.html