從流量入口到品牌資產(chǎn)：年度熱搜人物對企業(yè)營銷的啟示

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中圖分類號：G206;F274 文獻標識碼：A 文章編號：2095-6916（2025）11-00103-05

From Traffic Entrance to Brand Equity： Insights into Corporate Marketing from Annual Top Trending Persons

Zhao Wen

（Alibaba Group，Hangzhou ）

Abstract：Thisstudycollcts theanual trendingpersonlistsandrelateddatafromfourmajorplatforms（WeiboDouyin，Baiduand Google）releasedattendofO24.Byidentifinghighfrequencyfguresortosecupyingsignificantpositiosiaualankings，it revealsthesoialfcusbhindtesetrendingpersos：piticaladsocaleventdivnfguresfltgloaluncertainty；ietictionandbusinssifuencedmostratetheIP-zatioofororateladers；sportsstarsdtioalemotioalsonancehiglightlural leadershipintheshortvideoera;ontentcreatorandknowledgeinclusivitysereasculturalleaders；platforspcificentertaintstar preferencesshowsignifcantdiscrepancies；controversialfiguresactas“doubledgedsword”fortraffc.Theimplicatiosforopate marketingincude：anticipatingtrendsandidentfyingpotentialfigures;aligningbrandvalueswithemotionalresonancefordepegage ment;matching platformcharacteristics todevelopintegrated strategies;promoting IP-izationentrepreneurstobuildaffinity.

Keywords： annual top trending persons; sentiment; discrepancies

在互聯(lián)網(wǎng)社交媒體高度發(fā)達的時代，熱搜榜單作為一種信息匯總和展示方式，為用戶提供了一個了解社會熱點和關注焦點的窗口，社交媒體平臺的熱搜榜單本質(zhì)上是用戶在線瀏覽和搜索行為的匯聚，成為一個具有極高研究價值的數(shù)據(jù)源[1]。（剩余7431字）