从流量入口到品牌资产：年度热搜人物对企业营销的启示

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中图分类号：G206;F274 文献标识码：A 文章编号：2095-6916（2025）11-00103-05

From Traffic Entrance to Brand Equity： Insights into Corporate Marketing from Annual Top Trending Persons

Zhao Wen

（Alibaba Group，Hangzhou ）

Abstract：Thisstudycollcts theanual trendingpersonlistsandrelateddatafromfourmajorplatforms（WeiboDouyin，Baiduand Google）releasedattendofO24.Byidentifinghighfrequencyfguresortosecupyingsignificantpositiosiaualankings，it revealsthesoialfcusbhindtesetrendingpersos：piticaladsocaleventdivnfguresfltgloaluncertainty；ietictionandbusinssifuencedmostratetheIP-zatioofororateladers；sportsstarsdtioalemotioalsonancehiglightlural leadershipintheshortvideoera;ontentcreatorandknowledgeinclusivitysereasculturalleaders；platforspcificentertaintstar preferencesshowsignifcantdiscrepancies；controversialfiguresactas“doubledgedsword”fortraffc.Theimplicatiosforopate marketingincude：anticipatingtrendsandidentfyingpotentialfigures;aligningbrandvalueswithemotionalresonancefordepegage ment;matching platformcharacteristics todevelopintegrated strategies;promoting IP-izationentrepreneurstobuildaffinity.

Keywords： annual top trending persons; sentiment; discrepancies

在互联网社交媒体高度发达的时代，热搜榜单作为一种信息汇总和展示方式，为用户提供了一个了解社会热点和关注焦点的窗口，社交媒体平台的热搜榜单本质上是用户在线浏览和搜索行为的汇聚，成为一个具有极高研究价值的数据源[1]。（剩余7431字）