场景自带传播基因

Core Insights - The article emphasizes that in the internet era, having a scene inherently brings traffic, making scene marketing a powerful tool for brands [1][30] - It discusses the importance of brand recognition and how scene marketing can achieve significant results even for lesser-known companies without substantial spending [3][14] - The article outlines a simplified business structure consisting of cognition, transaction, and relationship, highlighting the cyclical nature of these elements in commercial activities [4][14] Summary by Sections Scene Marketing - Scene marketing is described as having a strong inherent ability to generate traffic and is seen as a natural fit for integrated marketing communication (IMC) [5][24] - The article posits that scene marketing can effectively utilize various media and communication modes, including high-intensity and high-density recognition patterns [26][29] Recognition and Communication Models - Five classic cognitive communication models are identified: 1. Word-of-mouth and private domain models, characterized by high recognition intensity but slow dissemination [6][16] 2. Flow advertising model, which relies on high-density recognition through mass media [7][21] 3. Interactive recognition model, which emphasizes the interaction at sales points [9][15] 4. Public domain flow model, which leverages user-generated content (UGC) for mass recognition [19][20] 5. IMC model, which integrates all recognition modes into a cohesive strategy [11][19] The Role of Cognition - Cognition is identified as the starting point of the business structure, leading to transactions and relationships, which in turn feed back into cognition [4][14] - The article highlights that effective marketing begins with cognition, which is initiated through communication [5][30] Scene as a Communication Medium - Scenes are presented as versatile communication materials with natural dissemination capabilities, making them ideal for modern marketing strategies [5][29] - The article concludes that scenes possess a unique ability to evoke emotions, which is crucial for effective communication in the video era [29][31]