谣言营销是企业通过制造和散播不存在的事实,刺激消费者购买自己的产品,实现销售目标的一种危机营销手段。近几年,谣言营销越来越多的被我国企业所采用,这严重的扰乱了市场秩序,损害了消费者的利益和企业的长远、持续发展。本文结合案例重点分析了谣言营销的含义、手段、特点以及对它的管理与控制措施和手段。 Rumor marketing is a crisis marketing method by which enterprises make and distribute non-existent facts to stimulate consumers to buy their own products and achieve sales targets. In recent years, more and more rumor marketing is adopted by Chinese enterprises, which seriously disrupts the market order, undermines the interests of consumers and the long-term and sustainable development of enterprises. This article focuses on the case analysis of the rumor marketing meaning, means, characteristics and its management and control measures and means.