從流量入口到品牌資產(chǎn)：年度熱搜人物對(duì)企業(yè)營(yíng)銷(xiāo)的啟示

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中圖分類(lèi)號(hào)：G206;F274 文獻(xiàn)標(biāo)識(shí)碼：A 文章編號(hào)：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(dá)的時(shí)代，熱搜榜單作為一種信息匯總和展示方式，為用戶(hù)提供了一個(gè)了解社會(huì)熱點(diǎn)和關(guān)注焦點(diǎn)的窗口，社交媒體平臺(tái)的熱搜榜單本質(zhì)上是用戶(hù)在線(xiàn)瀏覽和搜索行為的匯聚，成為一個(gè)具有極高研究?jī)r(jià)值的數(shù)據(jù)源[1]。（剩余7431字）