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一、洞察山東特色，錨定推廣方向
1、 Insight into Shandong's characteristics and anchor promotion direction
（一）依托產(chǎn)業(yè)優(yōu)勢(shì)，打造精準(zhǔn)定位
（1） Relying on industrial advantages to create precise positioning
山東產(chǎn)業(yè)門(mén)類(lèi)齊全，在化工、機(jī)械制造、農(nóng)業(yè)、海洋經(jīng)濟(jì)等領(lǐng)域優(yōu)勢(shì)顯著?；て髽I(yè)可圍繞產(chǎn)品的高性能、環(huán)保特性開(kāi)展推廣，展示研發(fā)實(shí)力與生產(chǎn)工藝；壽光的蔬菜產(chǎn)業(yè)，可借助網(wǎng)絡(luò)平臺(tái)宣傳綠色種植技術(shù)、豐富的蔬菜品種，打造蔬菜品牌。找準(zhǔn)產(chǎn)業(yè)定位，不僅能吸引目標(biāo)客戶(hù)，還能提升推廣效率。
Shandong has a complete range of industries and significant advantages in fields such as chemical engineering, machinery manufacturing, agriculture, and marine economy. Chemical companies can promote their products based on their high-performance and environmentally friendly characteristics, showcasing their research and development capabilities and production processes; Shouguang's vegetable industry can use online platforms to promote green planting techniques, rich vegetable varieties, and create vegetable brands. Identifying the industry positioning can not only attract target customers, but also improve promotion efficiency.
（二）融入地域文化，傳遞山東魅力
（2） Integrate into regional culture and convey the charm of Shandong
山東是孔孟之鄉(xiāng)，儒家文化、泰山文化、海洋文化等源遠(yuǎn)流長(zhǎng)。企業(yè)在推廣中融入這些文化元素，能賦予品牌獨(dú)特魅力。文旅企業(yè)可通過(guò)網(wǎng)絡(luò)平臺(tái)展示泰山的雄偉、青島的濱海風(fēng)光，配合對(duì)歷史典故、民俗風(fēng)情的講述，吸引游客；食品企業(yè)可將魯菜文化融入產(chǎn)品推廣，增強(qiáng)消費(fèi)者對(duì)品牌的認(rèn)同感。
Shandong is the hometown of Confucius and Mencius, with a long history of Confucian culture, Mount Taishan culture, marine culture, etc. Incorporating these cultural elements into a company's promotion can endow the brand with unique charm. Cultural and tourism enterprises can show the majesty of Mount Taishan Mountain and the coastal scenery of Qingdao through the network platform, and attract tourists by telling historical stories and folk customs; Food companies can integrate Shandong cuisine culture into product promotion to enhance consumers' sense of brand identity.

二、多元內(nèi)容創(chuàng)作，講好山東故事
2、 Creating diverse content and telling the story of Shandong well
（一）挖掘歷史底蘊(yùn)，傳承文化基因
（1） Explore historical heritage and inherit cultural genes
創(chuàng)作系列內(nèi)容講述山東的歷史故事，如孔子周游列國(guó)、孟姜女傳說(shuō)，將文化元素融入產(chǎn)品或服務(wù)宣傳。例如，出版企業(yè)推出與山東歷史文化相關(guān)的書(shū)籍，并通過(guò)短視頻、圖文等形式進(jìn)行推廣，既能傳播文化，又能促進(jìn)銷(xiāo)售。
Create a series of content that tells the historical stories of Shandong, such as Confucius' travels to various countries and the legend of Meng Jiangnu, incorporating cultural elements into product or service promotion. For example, publishing companies can launch books related to the history and culture of Shandong and promote them through short videos, graphics, and other forms, which can not only spread culture but also promote sales.
（二）聚焦社會(huì)熱點(diǎn)，借勢(shì)提升曝光
（2） Focus on social hotspots and leverage opportunities to increase exposure
關(guān)注山東本地的熱點(diǎn)事件，如青島國(guó)際啤酒節(jié)、濰坊國(guó)際風(fēng)箏會(huì)，企業(yè)可圍繞這些熱點(diǎn)開(kāi)展?fàn)I銷(xiāo)活動(dòng)。啤酒企業(yè)可在啤酒節(jié)期間推出線(xiàn)上互動(dòng)活動(dòng)，邀請(qǐng)消費(fèi)者分享節(jié)日體驗(yàn)，借助熱點(diǎn)提升品牌知名度。
Pay attention to local hot events in Shandong, such as the Qingdao International Beer Festival and Weifang International Kite Festival, and companies can carry out marketing activities around these hot topics. Beer companies can launch online interactive activities during the beer festival, inviting consumers to share their holiday experiences and enhance brand awareness through hot topics.
（三）分享實(shí)用信息，增強(qiáng)用戶(hù)粘性
（3） Share practical information to enhance user stickiness
結(jié)合山東的產(chǎn)業(yè)與生活特色，創(chuàng)作實(shí)用內(nèi)容。農(nóng)業(yè)企業(yè)可分享種植養(yǎng)殖技術(shù)、病蟲(chóng)害防治知識(shí)；生活服務(wù)平臺(tái)可發(fā)布山東各地的美食攻略、旅游指南，吸引用戶(hù)關(guān)注，培養(yǎng)忠實(shí)用戶(hù)群體。
Create practical content that combines the industrial and lifestyle characteristics of Shandong. Agricultural enterprises can share planting and breeding techniques, as well as knowledge on pest and disease prevention and control; The lifestyle service platform can publish food guides and travel guides from various regions of Shandong to attract user attention and cultivate a loyal user base.
三、創(chuàng)新推廣形式，提升傳播效果
3、 Innovative promotion methods to enhance communication effectiveness
（一）直播營(yíng)銷(xiāo)，拉近消費(fèi)距離
（1） Live streaming marketing, bringing consumers closer together
開(kāi)展直播帶貨活動(dòng)，邀請(qǐng)網(wǎng)紅、行業(yè)專(zhuān)家參與。如煙臺(tái)蘋(píng)果、德州扒雞等特色產(chǎn)品，通過(guò)直播展示產(chǎn)品的生產(chǎn)過(guò)程、品質(zhì)特點(diǎn)，讓消費(fèi)者直觀了解產(chǎn)品，促進(jìn)購(gòu)買(mǎi)轉(zhuǎn)化。
Carry out live streaming sales activities and invite internet celebrities and industry experts to participate. Featured products such as Ruotai Apple and Dezhou Braised Chicken showcase their production process and quality characteristics through live streaming, allowing consumers to intuitively understand the products and promote purchase conversion.
（二）短視頻營(yíng)銷(xiāo)，激發(fā)傳播活力
（2） Short video marketing to stimulate communication vitality
制作有趣、有料的短視頻，展示山東的自然風(fēng)光、城市風(fēng)貌、企業(yè)風(fēng)采。運(yùn)用無(wú)人機(jī)航拍展現(xiàn)山東的壯麗山河，借助動(dòng)畫(huà)、特效等技術(shù)呈現(xiàn)企業(yè)的創(chuàng)新成果，以生動(dòng)的形式吸引用戶(hù)點(diǎn)贊、分享。
Create interesting and informative short videos to showcase the natural scenery, urban style, and corporate style of Shandong. Using drone aerial photography to showcase the magnificent mountains and rivers of Shandong, and utilizing animation, special effects and other technologies to present the innovative achievements of the enterprise, attracting users to like and share in a vivid form.
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