蒙牛与伊犁的公关战,360与腾讯QQ的互反战,经过当事双方的反复叙述,网民集体参与式的讨论以及部分媒体的介入报道,在真相逐渐浮出水面的同时,网络营销传播中隐藏的毒瘤也被刺破,从而引发舆论的口诛笔伐和全方位反思。企业在营销传播过程中,无视客观事实,通过揭短、嫁祸、诬陷等手段炮制丑闻,欲置对方于死地,是为“恶意营销”。 The public relations war between Mengniu and Ili, the counter-war between 360 and Tencent QQ, repeated narration by both parties, the collective participatory discussion by netizens and the involvement of some media reported that, as the truth surfaced, Internet Marketing Communication Hidden cancer has also been punctured, triggering a vocal opposition by public opinion and all-round reflection. Enterprises in the marketing process, ignoring the objective facts, by exposing, blame, framing and other means concocted scandal, want to set each other to death, is “malicious marketing ”.