节日被认为是人们为了适应生产和生活的需要而共同创造的一种民俗文化,是区别于日常生活且被赋予特殊社会文化意义的日子。在社会化营销铺天盖地的今天,节日的存在已经远远不只是文化意义上的价值,节日已经成为一个非常普遍有效的传播载体。品牌可以借助节日的广泛影响力和深层次的认知惯性来借力营销。消费者在习惯性的思维中会认为节日消费是理所当然的,节庆时期人们的心情相对放松愉悦,因此品牌在这个时期更容易接 Festivals are considered to be a kind of folk culture jointly created by people in order to meet the needs of production and life, and they are different from everyday life and are given special social and cultural significance. In today’s social marketing is overwhelming, the festivals have far more than just the cultural significance of the value, the festival has become a very common and effective communication carrier. Brands can leveraging the festival’s extensive influence and deep cognitive inertia to leveraging marketing. Consumers in customary thinking that the holiday consumption is taken for granted, people’s mood during the festival is relatively relaxed and happy, so the brand more easily in this period