本文来自微信公众号： autocarweekly （ID：autocarweekly） ，作者：土行孙，题图来自：AI生成 水军这个词最早出现在2005年前后。 根据即将出版的《中国汽车公关傻瓜入门》一书的介绍，水军是指在网上针对特定内容发布特定信 息，或者被雇佣的网络写手。他们通过伪装成路人甲等角色，以普通网民身份发布、回复和传播信 息，从而实现对普通用户产生影响来非法营利的行为。 讲真，这个定义我是存疑的。因为如果只要被雇佣发布信息就是水军，那么所有收费的自媒体都是水 军。所以， 判断是否水军应该参照以下的标准：即是否以真实身份来发表自己承担责任的言论。 虽 然我国早已经实现网络实名制，但是这些实名制都是后台实名制，而在前台，它则可以是由数字构成 的任何虚拟的存在。 如果有人要给中国汽车产业写部野史，那么水军肯定是绕不过去的一个话题。这群躲在屏幕后的"本 拉登"们，从早期的游兵散勇进化到今天的"无人机"作业，倒是拉出了一条与汽车产业的实际水平不 相适应的长阳线。 以下文章来源于autocarweekly ，作者autocarweekly autocarweekly . 车不只是代步工具，还是生活的一种刻度 ...

Core Viewpoint - The evolution of "water armies" in the Chinese automotive industry reflects a shift from grassroots, informal practices to a highly organized and capitalized industry that manipulates public opinion and market perceptions through various means [1][9][14]. Group 1: Historical Context - The early 2000s saw the emergence of automotive vertical media and the initial formation of water armies, which were primarily informal and volunteer-based [2][5]. - During this period, automotive companies engaged in basic online reputation management, often resorting to creating multiple accounts to influence discussions on forums [3][4]. - The lack of structured water army operations led to a rudimentary form of public relations, where companies would incentivize positive posts through promotions [3][4]. Group 2: Transformation with Social Media - The introduction of Weibo in 2009-2010 revolutionized the media landscape, allowing for rapid dissemination of information and the rise of organized water armies [6][8]. - Water army operations became more sophisticated, with companies employing professional services to manage online narratives, including crisis management and targeted campaigns against competitors [7][9]. - The demand for online reputation management surged, with significant budget increases for social media engagement, reflecting a shift from traditional media to digital platforms [8][9]. Group 3: New Dynamics with New Energy Vehicles - The rise of new energy vehicles introduced new challenges and opportunities for water armies, as the market became more competitive and standards less clear [10][12]. - Water armies transitioned from defensive strategies to offensive tactics, targeting competitors and manipulating public perception to influence market dynamics [11][12]. - The introduction of advanced technologies, such as automated content generation, allowed water armies to enhance their effectiveness in shaping narratives [12][15]. Group 4: Current Trends and Future Implications - The current landscape sees a demand for water armies to create a façade of community engagement and user satisfaction, often blurring the lines between reality and fabricated narratives [14][15]. - The use of AI in water army operations has increased efficiency and scale, allowing for the creation of highly personalized and engaging content that can mislead consumers [15][16]. - The overall decline in marketing quality and authenticity within the automotive industry is attributed to the reliance on water armies, leading to a disconnect from genuine consumer engagement [16][17].