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在淘宝发展的第11个年头,其有效传播手段也发生了巨大变化,具有鲜明个性特色和品牌印记传播推广方式,逐渐成为其发展的重心。而这些带有强烈个性色彩的传播推广发展方向,也渐渐反作用于淘宝,与淘宝相互渗透,最终形成独特的、具有鲜明“仪式化”特点的传播推广印记。本文旨在归纳总结这些“仪式化”的特征,并对此特征进行讨论和分析。
In the 11th year of Taobao’s development, its effective means of transmission have also undergone tremendous changes. With its distinctive personality characteristics and brand promotion methods, it has gradually become the focus of its development. And these with a strong personality color of the spread of the promotion of development, but also gradually react to Taobao, and Taobao mutual infiltration, and ultimately form a unique, with a distinctive “ritualization ” characteristics of the spread of the imprint. This article aims to summarize these “rituals” features, and to discuss and analyze the characteristics.