<p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><a style="color:#4990E2;text-decoration:none;"><span>2026</span></a><span>年<a style="color:#4990E2;text-decoration:none;">国际劳动妇女节</a>营销看似声量平平、乏善可陈，但也许这是迎来了质的变革。受农历新年延后、社会事件分散注意力、大众社交意愿降低等多重因素影响，节日的功利性营销大幅减少，却让三八节回归了国际劳动妇女节的本质内核。消费者不再接受</span><span>&nbsp;“</span><span>女神节</span><span>”&nbsp;</span><span>的消费符号化包装，开始咬文嚼字追溯节日起源、探讨女性身份认同；品牌则告别流量狂欢与表面吹捧，转向议题走深，以众多品牌为代表，从女性自主、平权、多元价值等角度打造深度内容，甚至将节日营销打造成长期</span><span>&nbsp;IP</span><span>。这场沉默的变革，不仅是妇女节营销从</span><span>&nbsp;“</span><span>买买买</span><span>”&nbsp;</span><span>到价值共鸣的转变，更是品牌从短期销量导向走向长期主义，与消费者双向建立自信、实现同频成长的重要体现。</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><b><span>【本节目由</span></b><b><span>Withinlink</span></b><b><span>碚曦投资协作体出品】</span></b></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><b><span>【主持】</span></b></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><b><span>李倩玲</span></b><b><span>&nbsp;Bessie Lee</span></b></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>广告营销行业资深从业者，商业观察者</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><b><span>李倩</span></b></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>品牌专家，“李倩说品牌”公众号作者，添梯品牌咨询创始人</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>小红书：李倩说品牌&nbsp;</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>播客：上二楼</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><b><span>【本期内容提要】</span></b></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[00:25]</span><span>本期核心话题：为何</span><span>&nbsp;2026&nbsp;</span><span>年三八妇女节营销整体格外</span><span>&nbsp;“</span><span>安静</span><span>”</span><span>？</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[01:25]</span><span>时间挤压、社会事件分散大众注意力是三八妇女节营销声量低迷的核心原因</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[03:30]</span><span>春节期间社交互动减少，大众趋向</span><span>&nbsp;“</span><span>清静</span><span>”&nbsp;</span><span>状态你感受到了吗？</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[07:20]</span><span>营销新趋势</span><span>-“</span><span>咬文嚼字</span><span>”</span><span>：消费者从认可消费符号到追寻节日本质价值</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><a style="color:#4990E2;text-decoration:none;"><span>[08:40]</span></a><span>典型现象：</span><span>“</span><span>女神节</span><span>”&nbsp;</span><span>称谓引发争议，全网掀起节日历史考古热潮</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[12:45]</span><span>女神节来源于电商营销的“造节营销“</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[15:18]</span><span>营销新趋势</span><span>-“</span><span>议题走深</span><span>”</span><span>：品牌跳出表面吹捧，打造深度价值共鸣内容</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[16:20]</span><span>经典案例：好望水</span><span>“100</span><span>个女孩的婚礼</span><span>”</span><span>、珀莱雅</span><span>“</span><span>性别不是边界偏见才是</span><span>”</span><span>等</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[20:00]</span><span>议题深耕或弱化短期销量，却能强化品牌长期价值链接</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[21:49]</span><span>中外妇女节对比，在国外节日的严肃性与平权内核更被重视，拒绝过度消费绑定</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[26:35]</span><span>国内电商平台的蓬勃发展是催生了三八节营销买买买的历史根源</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[29:59]</span><span>国际劳动妇女节的历史来源</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[35:48]</span><span>品牌需建立长期评测体系，摆脱电商短期</span><span>&nbsp;KPI&nbsp;</span><span>绑架</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[43:13]Nike</span><span>因功利化销售导向转型，遭遇消费者流失危机</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[49:28]</span><span>行业积极变化，比如品牌咨询需求转向长期主义</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[59:59]</span><span>营销新趋势</span><span>-</span><span>“金句武装</span><span>”&nbsp;</span><span>打造强记忆点、</span><span>“</span><span>全女阵容</span><span>”&nbsp;</span><span>凸显女性互助与共情</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[01:03:45]</span><span>欢迎营销更成熟，消费者也更成熟的时代</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>[01:04:40]</span><span>欢迎听友互动，告诉我们你关心的话题</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span><b><span>【后期制作】</span></b></span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span><span>Jean</span></span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span><b><span>【收听方式】</span></b></span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>推荐您使用</span><span><span>Apple Podcast</span></span><span>、小宇宙</span><span><span>APP</span></span><span>、喜马拉雅<span><span>、荔枝播客、</span></span>网易云音乐、</span><span><span>QQ</span></span><span>音乐、</span><span><span>Spotify</span></span><span>或任意泛用型播客客户端订阅收听《贝望录》。</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span><b><span>【互动方式】</span></b></span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>微博：</span><span><span>@</span></span><span>贝望录</span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica,Arial,sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span>微信公众号：贝望录</span><span><span>+</span></span></p><p style="color:#333333;font-weight:normal;font-size:16px;line-height:30px;font-family:Helvetica, Arial, sans-serif;hyphens:auto;text-align:justify;" data-flag="normal"><span><span>商务合作：[email protected]</span></span></p><br>