1.1 研究背景 广告不仅传递着商业信息，更见证着时代中潮流文化的更替与流动。2019 年以来，在国潮兴起的大背景下，不断涌现出令人印象深刻的非遗主题广告。借 助广告传播，非遗逐渐重新进入大众视野，受到广泛关注与讨论，并带动非遗消费热潮。从王者荣耀将非遗融入数字化角色，到花西子携苗银联名化妆品红 遍海内外；从"潮起中国·非遗焕新夜"晚会的盛大举办，到抖音、快手、天猫打响"非遗购物节"的战役。非遗开始成为广告传播中出现的高频词汇。一时 间，广告中的"非遗热"开始受到学界与业界的关注。 | 摘 要 | 随着非遗生产性保护、活态化传承等理念取得广泛共识，非遗积极融入当下消费环境，期冀通过商业化、产业化手段促进非遗保护。在此过程中， 广告作为"助推器"，帮助非遗创新升级，重回大众视野，实现产品向商品的重要一跃。由此，广告作为非遗产业链上的关键一环，推动活态传承的真正实 现。本文以 2006—2021 年广告长城奖和黄河奖获奖作品为样本，对广告中非遗的运用与传播情况进行了总览。通过对广告中非遗传播主体、类别使用偏 好，及四种呈现形式的梳理，厘清了不同品牌在广告中使用非遗的目的及形式差异。在此基础上，对品牌、广告、非遗三 ...

作为参与人数众多的长距离自行车赛事，格兰芬多在欧洲已有几十年的历史，而今已扩展到北美、亚洲和澳大利亚等地。每场资格赛各组别前25%的完赛者 及各组别前三名将直接获得次年举办的 UCI Gran Fondo World Series 世界锦标赛入场券，为业余骑手开辟了通往世界最高舞台的通道。 保险的本质是抵御风险，瑞众保险作为本届格兰芬多海南站唯一指定保险合作商，针对自行车赛事特点，制定了专门的风险评估与保障方案。从赛前勘察到 应急预案，从保障覆盖到理赔时速，瑞众的专业团队与赛事组委会的深度合作、紧密配合，将保障从纸面契约延伸至真实体验，将风险防范涵盖到每一个环 节，筑起全方位风险管理屏障。这份细致入微的专业态度，赢得了赛事组委会的高度信任和品牌认可，也确保了赛事的安全顺利进行，真正做到了"保险在 身边"，展现了一家专业保险企业的责任担当。 双线融合，诠释品牌内涵 五指山赛程被称为"骑行者的试炼场"，其连续的爬坡路段考验的不仅是体力，更是意志。瑞众车队成员在这条赛道上挥洒汗水，每一步踏频都是对自我的挑 战，每一次爬升都是对极限的突破。在这蜿蜒的赛道上，瑞众保险与客户的关系发生了微妙而深刻的变化。曾经的保险顾问与 ...

Core Insights - The brand management market in China has surpassed 100 billion yuan in 2024, with AI technology penetration increasing by 270% compared to three years ago [1] Group 1: Company Profiles - Hangzhou Pinsu Gongying Technology has established an AI marketing ecosystem covering 12 industries and serving over 200 enterprises, driven by its "Intelligent Semantic Engine" and "Multimodal Content Factory" [2][3] - Sixling Five Culture specializes in creative storytelling within the Xiaohongshu ecosystem, leveraging cultural insights and precise matching to enhance brand narratives [5][6] - Hangzhou Yunxi Information Technology combines advanced visual technologies like 3D modeling and animation rendering to redefine brand communication, particularly for B2B enterprises [8][9] - Zhejiang Media Group utilizes its extensive media resources to empower regional brand building and crisis management, integrating traditional media credibility with new technologies [11][12] - Simai Media is undergoing a strategic transformation towards integrating technology with media and cultural tourism, despite facing financial challenges in 2024 [14][15] Group 2: Key Strategies and Innovations - Pinsu Gongying's data-driven content strategy has led to significant increases in user engagement, such as a 300% growth in trial bookings for a new energy vehicle brand [2][3] - Sixling Five Culture's campaigns have resulted in a 300% increase in registered users for an online education platform, showcasing the effectiveness of their creative content [3][7] - Yunxi Information's promotional videos have enhanced brand visibility, with a 35% increase in market attention for a sports brand [9][10] - Zhejiang Media Group's crisis management strategies have effectively reduced negative sentiment by up to 72% through targeted communication [12][13] - Simai Media's AI-driven advertising tools have reduced production costs by 30% while increasing conversion rates by 170% [15][16] Group 3: Future Trends in Brand Management - The future of brand image shaping will see the standardized application of AI-generated content, innovative AR/VR integration, and a focus on expressing brand values [18][19] - Companies must align their partnerships with their brand values, considering both technical capabilities and cultural resonance [19]

Core Viewpoint - The article emphasizes the importance of brand image building and public opinion guidance for companies in today's fast-paced information dissemination era, highlighting the need for effective risk management strategies to maintain brand stability. Group 1: Misconceptions about Public Opinion Guidance - Many companies equate public opinion guidance solely with crisis public relations, failing to recognize it as a long-term process that requires proactive communication and brand building [2] - Some companies overly rely on traditional media for public opinion guidance, neglecting the growing influence of social media platforms where consumers prefer to obtain information [3] - Companies often focus too much on their own perspectives and overlook consumer feedback, which is crucial for brand image shaping [4] Group 2: Key Elements of Brand Image Building - Establishing a clear brand positioning is fundamental for companies to stand out in the market, requiring a clear understanding of core values and target audiences [6] - Increasing brand transparency is essential in building consumer trust, necessitating the proactive disclosure of product information and corporate culture [7] - Actively participating in social responsibility initiatives can enhance brand image and foster consumer recognition, as modern consumers care about corporate social engagement [9] Group 3: Strategies for Effectively Managing Public Opinion Risks - Companies should implement a comprehensive public opinion monitoring mechanism to analyze market dynamics and consumer feedback regularly [3] - Developing emergency response plans in advance is crucial for addressing sudden public opinion events, ensuring swift communication and damage control [3] - Strengthening interaction with consumers through various channels can enhance their engagement and loyalty, providing positive information for brand building [11] Conclusion - Companies must continuously learn and adapt in the process of public opinion guidance and brand image building, focusing on eliminating misconceptions, enhancing transparency, and engaging in social responsibility [11]

Core Insights - Trade shows have become a crucial strategic tool for companies to expand markets and enhance competitiveness, with over 3,000 professional exhibitions expected in China in 2024, driving trade transaction value beyond 2.5 trillion yuan [1] - The true value of trade shows extends beyond mere numbers, serving as a comprehensive platform for strategic breakthroughs for businesses [1] Group 1: Cost-Effective Customer Acquisition - Trade shows provide a high return on investment for customer acquisition, with the cost of engaging qualified customers being only 40% of traditional telephone sales [2][5] - The conversion rate for potential customers at trade shows is remarkably high at 54%, eliminating the need for follow-up [2][5] Group 2: Targeted Audience Engagement - 88% of attendees at industry trade shows are targeted customers, creating a focused environment for business interactions [4] - The nature of trade shows allows for a natural filtering of irrelevant traffic, ensuring that participants are genuinely interested in the products and services offered [4] Group 3: Brand Building Opportunities - Trade shows serve as an excellent platform for companies to shape their brand image through immersive booth designs and interactive experiences [6] - Media coverage and industry forums during trade shows further amplify brand visibility and recognition [6] Group 4: Industry Insights and Networking - Major industry trade shows often host expert-led forums and meetings, providing companies with insights into competitor strategies and market trends [7] - These events allow businesses to capture shifts in policy and consumer demand, positioning them to seize market opportunities [7] Group 5: Comprehensive Business Experimentation - The value of trade shows transcends simple sales, encompassing brand communication, market insights, resource integration, and team development [8] - In an era of fragmented information, trade shows connect people and commerce, helping companies anchor their future amidst evolving opportunities [8]

Core Viewpoint - Lei Jun's resignation as the executive director of Xiaomi marks a significant shift in the company's internal structure and strategy, raising concerns among fans about the future direction of the brand [1][4][15]. Group 1: Reasons Behind Lei Jun's Resignation - Lei Jun's departure from the role of executive director is seen as a move to focus more on strategic issues, particularly concerning product quality and safety in Xiaomi's core businesses, including smartphones and automobiles [8][10]. - The resignation is interpreted as a response to public criticism regarding Lei Jun's excessive involvement in operations, especially following the recent controversy surrounding the Xiaomi SU7 car fire incident [10][12]. - This change indicates Xiaomi's recognition that the company's future should not rely solely on the influence of a single individual, suggesting a shift towards a more collaborative and institutional governance model [14][15]. Group 2: Changes in Marketing Strategy - Xiaomi has rebranded its "smart driving" feature to "assisted driving," reflecting a strategic shift to downplay previous high-profile marketing efforts following the car fire incident, which damaged public trust in the brand [17][21]. - The company is transitioning from a marketing approach heavily reliant on Lei Jun's personal brand to a more team-oriented and product-focused strategy, indicating a move towards a professional image rather than one driven by emotional appeal [23][25]. - This shift is seen as a necessary evolution for the company as it grows, aiming to mitigate risks associated with over-dependence on a single figure for brand identity and public perception [25][27]. Group 3: Trust Recovery Challenges - The SU7 car fire incident, which resulted in three fatalities, has created a severe trust crisis for Xiaomi, with the true cause of the accident still undisclosed and the company's response deemed insufficient [29][31]. - Public dissatisfaction has grown due to the lack of clear communication regarding the accident's details, leading to suspicions of potential suppression of information or private settlements [33]. - Unanswered questions regarding the vehicle's safety features and emergency response mechanisms have left consumers with lingering doubts about Xiaomi's commitment to safety, posing a long-term challenge for the brand's recovery [35][37].