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春节營銷大战中，“龙”正在被重新解构
2024-02-18 20:51:28.0 来源：经济观察网 责编：覃子喻
- 摘要：
- 龙年春节，在如何加入營銷大战这件事上，很多品牌在産品包裝上发挥出“关于龙的一切”。
産品本身就是最好的營銷。对于不少品牌来说，春节期间的營銷大战的发力点，都放在了産品本身的创新上。近年来国潮消费趨勢已经不是新鲜事，年轻人对传统文化的审美回潮，同时在追求“悦己”消费心理的驱动下，追求好彩头和仪式感，让他们更愿意为既能彰显个性，又有品牌和文化内涵的産品买单。
与其他生肖年不同，在中国传统文化中，龙的意义似乎更为特殊——在喜庆之余，还有更多的威严感和霸气元素。以及，比起虎、兔、鼠、狗这类卡通化程度较高，有大量成熟IP形象的生肖来说，龙元素的營銷，似乎并没有那么多现成的套路可用。
不过，在当下年轻人主导的互联网语境中，品牌的龙年營銷也在尽力贴近年轻人的审美，龙的形象也在被解构。
颜值、有趣和話題感成为龙年年货在社交网络传播的关键因素。
就像美国广告大师James Webb Young说过的，“創意的本质就是旧元素新组合，将旧元素以新的组合方式呈现。”龙年元素的創意表达，在于如何将消费者本来熟悉的産品改造，让人眼前一亮。
不少品牌不再满足于简单的春节包裝，而是挖掘生肖龙本身的特点，在營銷活動中“造梗”。
于是有些産品开始变大变长。
好利来推出“长龙酥”，红色纸盒中间嵌套透明塑料，可以将内部如接龙般的饼干造型显示出来，同时包裝外有金色龙和云纹图样，整个包裝足有60cm，主打一个突出惹眼。
谐音梗的“好灯龙”使用了龙形卡片包裝，包裝本身可以当做小夜灯。“芝士龙玺”则用繁体字“龍”为创艺元素。“盘龙酥”整体造型没有“长龙酥”那么大，但在造型上挖掘出长条状的特点。
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"A list of the things you are going to buy," Mary remarked. To regain the highroad we had turned into a northerly fork, and were in as lovely a spot as we had seen all day. Before us and close on our right were the dense woods of magnolia, water-oak, tupelo and a hundred other affluent things that towered and spread or clambered and hung. On the left lay the old field, tawny with bending sedge and teeming with the yellow rays of the sun's last hour. This field we overlooked through a fence-row of persimmon and wild plum. Among these bushes, half fallen into a rain-gully, a catalpa, of belated bloom, was loaded with blossoms and bees, and I was directing Camille's glance to it when the shots came. Another outcry or two followed, and then a weird silence. Ferry led Kendall and me into the woods, the other two remaining. We found rising ground, and had ridden but a few minutes when from its crest we looked upon a startling sight. In front of us was a stretch of specially well farmed land. Our woods swept round it on both sides, crossed a highway, and gradually closed in again so as to terminate the opening about half a mile away. Always the same crops, bottom cause of the war: from us to the road an admirable planting of cotton, and from there to the farther woods as goodly a show of thick corn. The whole acreage swept downward to that terminus, at the same time sinking inward from the two sides. On the highway shone the lighted rear window of a roadside "store," and down the two sides of the whole tract stretched the hundred tent-fires of two brigade camps of the enemy's cavalry. Their new, white canvases were pitched in long, even alleys following the borders of the wood, from which the brush had been cut away far enough for half of them to stand under the trees. The men had quieted down to sleep, but at one tent very near us a group of regimental officers sat in the light of a torch-basket, and by them were planted their colors. A quartet of capital voices were singing, and one who joined the chorus, standing by the flag, absently yet caressingly spread it at such breadth that we easily read on it the name of the command. Let me leave that out. "Quite so. The man was all twisted from his hip, and he had a crooked nose." They were all flying from the plague, which was spreading, and emptying the bazaars and workshops. The Exchange being closed, trade was at a standstill, and the poor creatures who were spared by the pestilence were in danger of dying of hunger. “But she knew them,” objected Dick. “She wouldn’t throw over the wrong ones and she couldn’t get the right ones.” “That’s what we thought.” "Well, if I had sich a name as that I wouldn't expect people to git it right. There's no sense in havin' a Dutch name that makes your tongue crack like a whip. Well, this Mr. McFillemgoody is Si's boss, and he writes a nice letter, and says Si done so well at Chickamaugy that some other boss—a Colonel or Corporal—" "It is not good to be free," he said at last, in a reasonable, weary tone. "In the cold there is a bad thing. In the rain there is a bad thing. To be free is to go to these bad things." "To London!" HoME免费看一级a视频ENTER NUMBET 003qyur.com.cn