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神州挑衅Uber 滴滴快的渔翁得利 - 站长搜索
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神州挑衅Uber 滴滴快的渔翁得利

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2015-06-29 04:21:04 转载来源: 网络整理/侵权必删

“正规军”神州专车突然露出杀气,挑衅专车鼻祖Uber。是富贵险中求还是搬石头砸脚?6月25日,神州专车发布了一组自成立以来最出格的海报,由吴秀波、海清、罗昌平等一批影视、体育、创业者等名人代言,用“BeatU,我怕黑专车”、“让黑车换个马甲”、“乌伯我们不约”等枪口对准Uber

“正规军”神州专车突然露出杀气,挑衅专车鼻祖Uber。是富贵险中求还是搬石头砸脚?

6月25日,神州专车发布了一组自成立以来最出格的海报,由吴秀波、海清、罗昌平等一批影视、体育、创业者等名人代言,用“BeatU,我怕黑专车”、“让黑车换个马甲”、“乌伯我们不约”等枪口对准Uber。瞬间质疑的惊涛骇浪将神州专车淹没。剧情在几个小时之后反转,神州专车发出道歉信,豪掷一亿专车券。网友们才恍然大悟,之前的弹药原来都是铺垫。

有人细致地描绘了这次营销的路径:发出海报黑Uber――被骂――爆出错别字――被骂――开始分化出各路言论――网传Uber反击文案――各种被借势――致歉信H5+30元优惠券。这无论如何看上去都是一场精心策划的炒作,包括将“怪蜀黍”错写成“怪蜀黎”。

在流行抹黑和自黑的互联网江湖,又多了一出要热度不要风度的案例。

单从广告效果来看,神州专车你赢了。在沸沸扬扬的舆论风暴中,据说神州专车在APP STORE的排名从148上升到61,获得超过500万单日下载量。向大佬开炮,往往是后来者常用的战术。比如在手机圈,砸苹果、喷小米司空见惯。

可是,“受害者”Uber的知名度也“被”水涨船高。它已进入中国14个城市。据说为了抗衡在中国的最大对手滴滴快的,该公司最近启动了中国业务的融资。

更耐人寻味的是,在众多借势营销的企业中,专车市场的霸主滴滴快的却保持了沉默。然后坊间传出,神州专车正寻求整体出售,接盘方很有可能是滴滴快的。如果这是真的,神州专车出格的行为就有了一个更好的解释――并购敲定前向滴滴快的示好。如果这是真的,之前所有的喧嚣都沦为这一步棋的铺垫。据称,目前国内专车市场,滴滴专车(含一号专车)、易到用车和Uber分别占80.9%、17.5%和8.1%的比例。神州专车只是小弟。

围观的,散了吧。你看到了这出戏的开头,真不一定猜中结尾。恐怕连神州自己也不一定知道呢。

焦立坤

标签: 神州 挑衅 Uber 滴滴 快的 渔翁得利


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