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纪录片《舌尖上的中国》一夜之间家喻户晓,其营销手法堪称经典,迅速带火了一场涉及美食、电子商务、社交应用等多方面的营销热潮。本期新浪微博互动营销话题:旭日因赛:《舌尖上的中国》播出后,淘宝上特产的搜索量环比增长13.54%,在“舌尖”第三集出现的徽派土特产毛豆腐,搜索量暴涨了48倍。第一集介绍了云南诺邓火腿后,某出售诺邓火腿的淘宝店立即产生33笔订单。至于怎样利用好这一良机,就要看各大美食的品牌营销功夫了。全脑优势:纪录片《舌尖上的中国》带火了新一轮嘉兴粽子的网购。
The documentary “China on the tip of the tongue” is well-known overnight and its marketing techniques are classic. It quickly brought a marketing boom involving food, e-commerce and social applications. This issue of Sina Weibo’s interactive marketing topic: Rising Sun Asahi: After the broadcast of “China on the tip of the tongue”, the search volume on specialty products on Taobao increased by 13.54% month-on-month. In the “Tiny” episode, Huisi native products appeared in the third episode. Tofu, search volume soared 48 times. After the first episode introduced Yunnan Nuodeng Ham, a Taobao shop selling Nuodeng Ham immediately generated 33 orders. As for how to make good use of this opportunity, it depends on the brand marketing efforts of major cuisines. Whole brain advantage: The documentary “China on the tip of the tongue” brings a new round of online shopping for the Jiaxing nephew.