Recently, the epidemic abroad has intensified.On March 27th, the United States confirmed to surpass China to become the first. British Prime Minister and Minister were diagnosed, and domestic China began to adopt more stringent measures to respond to external input epidemic.Just when China experienced the hardships of the hardships that the dawn was ended for nearly two months, we suddenly realized that the threat was far from over, and even became even more unpredictable in the future.
From a domestic point of view, the large -scale communication of the epidemic has been obviously suppressed. In addition to foreign defense input, how to effectively restore social and economic order has become a top priority.The recent difficulties in Hubei people have difficulty traveling. The author believes that it is a short -term problem. With the calmness of the domestic epidemic and the gentle social emotions, it will gradually be effectively resolved under central supervision.But how to effectively revitalize the economy is a big problem.
In the past economic crisis, the government often drove GDP through large infrastructure investment. Although it is valid, it is a problem to benefit ordinary people directly.The epidemic was huge on retail, catering and other service industries, and stopping production and production directly affecting the livelihood of a large number of ordinary people.
At present, countries have introduced economic policies to stimulate economic policies.What should China do?A while ago, economist Xu Chenggang proposed that large -scale tax cuts were better than direct money, causing social controversy.In the 2 trillion relief plan that the United States has just passed, it is basically half of its individuals and companies.The author believes that China's policy should also be like this. In addition to the direct support of damaged enterprises, it should also provide direct subsidies to the population below a certain income.These personal subsidies will return directly to the market, thereby driving consumption.And because the current epidemic spreads internationally, exports will inevitably be impacted.Therefore, driving domestic demand has become the key to revitalizing the economy.At present, Nanjing, Jinan, Ningbo and other places have successively introduced policies and measures to expand consumption, such as the launch of consumer coupons for consumer subsidies.Enterprises have also acted. Alipay, WeChat, and Meituan are also working with local governments to help the government promote accelerating the restoration of the local economy through consumer coupons and other methods. These measures are directly driving the sales of enterprises when subsidizing individuals.
In addition to domestic problems, the uncertainty of the international environment may be a more serious problem in the long run.At present, the performance of European and American countries clearly shows their paralysis of the epidemic.This tendency can be seen from the report of the Chinese epidemic in the Western media.During China's anti -epidemic, the attitude of foreign media was relatively one -sided.For example, it is not necessary to think that Fengcheng's infringement of human rights.The report focuses on the suffering of ordinary people and the difficult environment of medical staff, and there are few positive reports on the Chinese people's anti -epidemic. This is very different from Western media that the current attitude of Italian and other countries is very different.
When the situation in China has improved, Western media generally adopt doubts and even disdain.For example, on February 29th, when China announced the first time that the number of people in the cure was surpassed by the existing diagnosis patient, the Wall Street Journal published an article by China Touts Slowing Coronavirus Toll, as South Korean Cases Rise.Here Tout has the meaning of advertising and bragging.Reporting this title, its attitude is obvious.However, with the development of the European and American epidemic, media reports have gradually shifted to neutrality, and objectively examine the methods used by China, although it is generally doubtful for whether it is applicable.For example, economists have a number of more objective reports, but in general, they still suspect the feasibility of Chinese ways in the West.Recently, due to the rapid deterioration of the epidemic, Western reports have begun to study the internal methods of Chinese methods from a technical perspective, and warn foreign existing practices.For example, the same Wall Street Journal in an article on March 24th, China, S Progress Against Coronavirus Used Draconian Tactics Not DEPLOYED in The West, pointing out that the Western government might get an error impression from the Chinese approach, thinking that on January 23rd, January 23rd OutFengcheng can block the spread of the epidemic.In fact, what really works is the centralized isolation of suspected and mild cases from February 2, and this is not fully done by the Western government until now.
In fact, from the professional perspective of the author, Wuhan's anti -epidemic can be a classic management case, which fully explains how to deal with the crisis in a variable environment.In the early days of Fengcheng, due to the spread of the proliferative epidemic, the extrusion of limited medical resources caused various unfavorable situations, and Wuhan's experience provided a model against the epidemic.The first is the home isolation of the personnel to reduce the infection, and the second is to increase the testing intensity to determine the infected population. Then, the collection site is isolated and healed by the infected person, and finally increased efforts to treat severe patients.
The realization of these measures first requires strong management methods.For example, Wuhan proposed to accept the acceptance in the early days of the city, but it was not completed until February 19th. It was precisely because of the shortcomings of the grass -roots teams in the early stage that they were supplemented by the launch of party members and cadres and volunteers in the later period.Although European and American countries are currently required to beolate the people's homes, it is a question of whether it can be effectively implemented in a non -enforcement management system.
All in all, perhaps because of the idea of western media and the government, despise and prejudice, these experiences that have been confirmed after paying huge costs in China have not been valued.When the Chinese boiled for two months and started seeing hope, we were surprised to find that European and American countries really did nothing. The problem is now staged in Europe and the United States.From the lack of early detection methods, patients could not be treated in time, and the shortage of protective gear care gear caused by infection, etc. These seemingly known plots appeared one by one, and even the photos of the protective clothing with garbage bags also appeared in the United States.
The chaos outside these borders will make China face a more complicated international public opinion environment, especially the civil opinion environment.The epidemic spreads or even worsen in Europe and the United States. Although the direct reason is the light enemy of the governments of various countries, it is always a bad thing to be guilty of people, instead of finding the cause from themselves.It also coincides with the American election year, playing Chinese cards is a consistent practice.Therefore, China will inevitably become the cause of some governments or politicians. Driven by public opinion, it is easy to trigger the opposition of folk emotions.
How to do a good job of brand management in crisis requires some wisdom.Whether it is tit -for -tat, accusing each other, or understanding the situation of the two parties, so that you need to retreat, you need to consider it carefully.Especially for the United States, although the U.S. government did not help China during the entire epidemic, many American companies and civil institutions donated a lot of materials to China.So should we also encourage Chinese companies and civilian institutions to invest in Tao Pao?Ma Yun's donations to the United States were reported by overseas media such as CNN, and recently New York State also mentioned the donation of Huawei.Only when these little bit of goodwill gathers sand into a tower, the mutual trust between China and the United States has a cockpit stone.After all, the cruel reality has told us that the island between the country cannot cope with global disasters such as the new crown epidemic.
(The author is a professor of marketing at Shanghai Advanced Finance College of Shanghai Jiaotong University. This article only represents the author's point of view. Editor -in -chief email: [email protected])
