Yao Yuliang: What Should Mengniu Learn From Google?

From "Sister Lotus" to "Fengjie", to "Xiao Yue Yue"; from "Shengyuan milk powder precocious door" to today's " MENGNIU "Malicious speculation", the birth of every network figure, and the opening of every "door". network Of speculation Inseparable, it shows the importance of Internet public opinion in the information age. If network opinion is used well, we call it "Internet marketing"; if Internet opinion is not well used, we call it "malicious speculation".

"Lotus sister", "Feng Jie", "Xiao Yue Yue" and so on, this is entertainment. In Xiao Shenyang's words, "this can be." However, the hype between companies for vicious competition should not have.

Why there are so many Internet hype, the main reason is that the cost of hype is too low. Therefore, if we want to eradicate malicious speculation on the Internet, we must start with the cost of improving Internet hype. (the intervention of public security departments is a way to raise the cost of Internet speculation.) Of course, raising the cost of Internet speculation is a means of supervision. In addition to using regulatory means, I think a more important thing is missing in many of our corporate culture, that is, an enterprise pair. Social responsibility (Social Responsibility), a manager's pursuit of professional ethics (Ethics).

The goal of an enterprise is to maximize its own interests. This is right. But when this goal runs counter to the goal of the overall progress of society, what should the enterprise do, at the expense of its own interests, or to pursue the maximization of the interests in spite of the overall goal of the society? This is a difficult question to answer.

I think Google gave a very good answer, that is, "DON T BE EVIL". I used to be very disapproving of Google's Creed "no evil". Now I have a deeper understanding of this belief. Google even wrote "no evil doing" into their employees' code. The main idea is like this: "we can not write all the moral conditions that should be observed, but our employees should abide by the highest standards of integrity." Remember, don't do evil. If you see something wrong, say it out! "

"Do not do evil", that is, to a certain extent or in the field, to sacrifice their own interests. Google said it. For example, tobacco products are a big market. Tobacco companies spends a lot of money on advertising every year (see Marlboro advertisements). However, Google believes that tobacco products are harmful to health, and advertising tobacco products on Google's search engine is to help tobacco companies damage people's health, that is, "doing evil." Therefore, Google does not advertise to tobacco companies. It can be imagined that behind this decision, how much money did Google make?

Since the scandals of many companies in the United States 10 years ago (such as Enron, WORLDCOM, etc.), the management school in the United States now attaches great importance to the education of students' professional ethics and sense of social responsibility, and some schools specially set up such courses for students. If a manager or a company has no professional ethics and no sense of social responsibility, the company may succeed in the short term, but it will fail for a long time.

Needless to say, vicious competition using Internet to hype false information is a typical example of evil. On the surface, it has achieved the goal of suppressing the opponent, and actually the largest number of consumers. It is always a day when we meet in the world. It must be on our own feet to lift a stone.

All companies should turn to Google Learn to build a cultural atmosphere similar to Google Corporation within the company, take "no evil doing" as a creed of enterprises, put corporate social responsibility on the strategic height of company development, and conduct regular training for employees' professional ethics. A company or a manager can't do it. Only the vast majority of companies agree with their sense of responsibility towards society. Most managers pursue noble professional ethics so as to fundamentally improve the overall environment.

"No evildoing".