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攻击性传播只能作为传播的战术之一。传播的本意或初心,仍然会回归到品牌及产品与消费者的情感共鸣,以一种干净而纯美的方式来演绎攻击性传播一度是个令人胆战心惊的词,因为它完全就是一个不折不扣的勇敢者游戏。由于规范的缺失和风格的粗粝,它游走的区域是灰色的。艺高胆大者可能会名利双收;若一招不慎,很容易全盘皆输。中国乳业曾经发生过两起令人侧目的攻击性传播事件,牵连的主角是今日乳业的两大霸主——伊利和蒙牛。在蒙牛高层孙先红出版的畅销书《蒙牛内幕》中,曾对亲历的攻击内幕和发
Aggressive communication can only be used as one of the tactics of communication. The original or original intention of communication will still return to the emotional resonance between the brand and the product and the consumer. In a pure and pure manner, it is a frightening word to interpret the aggressive communication because it is completely a letter of absolute condemnation Brave game. Due to the lack of norms and rough style, the area it travels is gray. High bravery may be fame and fortune; if a trick careless, it is easy to lose everything. China’s dairy industry has witnessed two unbelievable attacks of aggression. The main protagonists involved are Dairy’s two dominant tycoons, Yili and Mengniu. In Mengniu senior Sun Xianghong published bestseller “Mengniu Inside Story”, had witnessed the attack insider and hair