编者按：消费者的信任与喜爱，是面向大众的消费企业最宝贵的市场资源。近年来，随着消费品牌与公司经营全流程环节的绑定程度不断加深，每一次消 费产品舆情的出现、演变和定调，既考验其品牌长期建设和应急策略的有效性，也反映了其整体企业文化与运作机制中的特征。 南方财经全媒体 ·21 世纪经济报道消费新闻部长期关注消费类企业的舆情动态，在跟进新闻动态、传递有效信息和反映消费者诉求的基础上，希望以每一 次典型舆情案例的出现和应对为切口，观察企业在面对突发性公共事件和舆论环境变化时的处理过程，从而以更全面的视角看待企业在品牌、市场运营管 理中的得失，从而为行业做出预警和警示。 为此，南财 ·21 消费新闻部综合企业在舆情预警与回应中涉及的公开操作维度，形成量化评分机制 —— 具体而言，包含舆情管理及响应、舆情回应、事件 处理、品牌影响四个一级指标和预防机制、回应直接度、信息透明度、处理长效性等 14 个二级指标，按照百分制根据重要性对不同指标赋值并打分，并以 《消费舆警指数》对企业的应对速度、态度与有效度进行分析评价，为企业品牌管理与消费者的品牌认知提供参考。 21世纪经济报道记者 易佳颖 上海报道 一、舆情事件：华莱士炸鸡 ...

Core Insights - The article discusses the evolving trend of travel check-ins among young people, emphasizing a shift from traditional photo-taking to creative and immersive experiences that blend personal expression with cultural narratives [1][12][38] Group 1: Changing Travel Check-in Trends - Young travelers are redefining the concept of travel check-ins, moving from standardized scenic photos to creative cultural expressions [1][6] - A significant 63% of young people choose travel destinations based on films and literature, with many engaging in narrative recreations at these sites [12][14] - The phenomenon of "study-based check-ins" merges fictional narratives with historical contexts, allowing for a deeper emotional connection to travel locations [12][18] Group 2: Social Media's Role - Social media platforms serve as incubators for creative check-ins, facilitating user interaction and content sharing [19][23] - On Douyin, the hashtag 景点打卡 has garnered 82.8 billion views, indicating a massive engagement with travel-related content [23][29] - The algorithmic mechanisms of these platforms enhance creative expression, allowing users with lower follower counts to achieve viral success [29][31] Group 3: Brand Engagement and Marketing - Brands are recognizing the commercial potential of creative check-ins, engaging in content co-creation with young users [32][34] - For instance, Xu Zhou Amusement Park's campaign generated 370 million views, showcasing the effectiveness of integrating user-generated content with brand narratives [34][36] - Successful marketing strategies focus on providing participatory creative resources, aligning content with consumer experiences to shorten decision-making processes [36][38]