2026马年春节营销指南：借传播易解析广告投放策略

广告投放平台的海量数据、丰富实操经验，结合深耕行业多年的AI技术与大数据优势，围绕2026年马年春节期间的目标市场、热门活动类型、流量特征及投放优化策略，展开深度解析，为广告主提供专业参考与实践指引。作为国内领先的广告投放平台，传播易凭借整合8.2亿用户画像数据、覆盖2000多家优质媒体资源的核心优势，在节日营销领域积累了大量成功案例，其解析兼具专业性与实操性，能够切实助力广告主破解春节投放难题。"},"attribs":{"0":"*0+5w"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"text"}},"FwtOfXnaNdj79ac7KOGccwXin3g":{"id":"FwtOfXnaNdj79ac7KOGccwXin3g","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"Zw8nfpHIkdyTA1cYSMzcinxynjh","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"一、春节广告活动概览与核心投放目标市场"},"attribs":{"0":"*0+j"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"heading2"}},"GsazfSJsUdi9qFc0xs8cJjVAn7e":{"id":"GsazfSJsUdi9qFc0xs8cJjVAn7e","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"Zw8nfpHIkdyTA1cYSMzcinxynjh","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"马年春节广告投放的核心逻辑，在于精准契合节日氛围与用户心理需求，这也是传播易深耕节日营销多年的核心洞察。春节假期期间，用户闲暇时间增多，手机使用时长显著提升，为广告曝光、点击转化及创意测试提供了更广阔的空间。从用户偏好来看，春节期间用户更倾向于接触轻量化、娱乐化且能获得即时回报的内容，其中电商优惠、休闲娱乐游戏等类型活动表现尤为突出，成为广告转化的核心抓手，这与传播易平台监测的节日流量数据高度契合。"},"attribs":{"0":"*0+5l"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"text"}},"X5C6fAZDHdaZ6pcMyL9c4sRGnzd":{"id":"X5C6fAZDHdaZ6pcMyL9c4sRGnzd","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"Zw8nfpHIkdyTA1cYSMzcinxynjh","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"从投放区域来看，中国大陆一线城市仍是春节广告投放的核心市场，聚集了大量高消费能力、高活跃度用户；同时，随着春节返乡潮的到来，流量呈现向二三线城市及下沉市场转移的趋势，这一市场的消费潜力不容忽视。除中国大陆外，东南亚市场（马来西亚、新加坡、印度尼西亚、越南、泰国、菲律宾）及港澳台地区的流量表现稳定，凭借浓厚的春节氛围与华人社群基础，成为广告主拓展海外市场的重要阵地。此外，悉尼、旧金山、伦敦、温哥华等海外华人聚集度较高的城市，也能为广告投放带来可观的流量增量。对于国际友好型活动而言，电商、工具类或娱乐游戏类产品在泰国、越南、印度尼西亚和菲律宾等东南亚国家可实现良好的市场扩展；海外三线市场中，澳大利亚、加拿大、美国及部分欧洲地区具备一定的挖掘价值，可作为补充投放区域。"},"attribs":{"0":"*0+9b"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"text"}},"Z4fifKYLbdgcCPcHvVscrYb3n5e":{"id":"Z4fifKYLbdgcCPcHvVscrYb3n5e","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"Zw8nfpHIkdyTA1cYSMzcinxynjh","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"二、热门活动类型与流量运营策略"},"attribs":{"0":"*0+f"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"heading2"}},"PsuOfUrMEda9E0cFFnvcre3SnYf":{"id":"PsuOfUrMEda9E0cFFnvcre3SnYf","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"Zw8nfpHIkdyTA1cYSMzcinxynjh","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"春节的核心文化内涵是象征焕新与美好期许，因此，表现最佳的广告活动往往围绕送礼场景与“新年新起点”的用户心态进行设计。其中，送礼、家庭分享及红包促销类活动的转化效果最为显著，电商、旅游、娱乐游戏及内容服务、金融与财富管理等领域，均成为春节期间的热门营销赛道，市场需求旺盛。"},"attribs":{"0":"*0+3r"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"text"}},"CouwfpKs0dn6sEcTUG7crIfynug":{"id":"CouwfpKs0dn6sEcTUG7crIfynug","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"Zw8nfpHIkdyTA1cYSMzcinxynjh","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"结合假期用户行为特征，流量运营应遵循“轻量化、娱乐化、高效触达”的原则。春节期间用户手机使用频率大幅提升，对轻量化、娱乐化活动的接受度更高，借助传播易智能广告投放平台，依托其先进的大数据算法与AI技术，推送通知、弹窗广告等形式可实现对目标用户的高效触达，其中移动优先、适配低注意力场景的流量表现最优。社交平台方面，抖音、小红书、微信等在节日期间用户活跃度居高不下，凭借强大的用户粘性与场景适配性，成为广告再营销的核心载体，可有效提升用户复购与转化，这也是传播易春节投放策略中重点推荐的渠道组合。此外，调查退出页等新型广告格式，在促销、抽奖等活动中能够有效提高成本效率，精准契合春节期间用户的消费心理，可作为补充投放形式，进一步优化投放性价比。"},"attribs":{"0":"*0+8x"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"text"}},"EyUTfgSSvdyh5jcqkPXcoYkinih":{"id":"EyUTfgSSvdyh5jcqkPXcoYkinih","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"Zw8nfpHIkdyTA1cYSMzcinxynjh","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"具体来看，春节期间的热门广告活动包括礼品套装推广、家庭订阅包优惠、数字红包促销及新年限量产品发售等，旅游产品预订、娱乐内容推送、红包发放及奖励类活动的流量表现也保持稳定。广告主可依托节日流量高峰，结合用户送礼、祈福的核心心理，将促销活动与节日氛围深度绑定，为广告创意测试、转化效果提升创造更多机会。"},"attribs":{"0":"*0+45"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"text"}},"PGNff1UbsdGt3icHxMFcS7d7n2b":{"id":"PGNff1UbsdGt3icHxMFcS7d7n2b","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"Zw8nfpHIkdyTA1cYSMzcinxynjh","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"三、用户行为变化与流量高峰特征"},"attribs":{"0":"*0+f"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"heading2"}},"G4dufvncldnAYScq2kmcHgpnnah":{"id":"G4dufvncldnAYScq2kmcHgpnnah","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"Zw8nfpHIkdyTA1cYSMzcinxynjh","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"传播易平台数据显示，春节期间的流量变化呈现明显的三波特征，精准把握各阶段流量规律，是提升广告投放效果的关键，这也是传播易基于多年节日投放经验总结的核心要点。第一波为节前准备期，即新年前21天至3天左右，这一阶段用户核心需求集中在购买节日礼物、预订出行服务、采购新衣及家居用品等，是电商、旅游等行业的营销黄金期，广告投放应重点聚焦此类需求，实现流量与转化的双重提升；第二波为节日期间，用户在线时长显著增加，但计划性购买行为减少，更偏向冲动消费，短视频、社交应用、娱乐游戏等休闲类App的活跃度大幅提升，工作或生产力类应用的使用频率则明显下降，这一阶段广告投放应侧重娱乐化、轻量化内容，贴合用户休闲场景；第三波为节后恢复期，用户逐步回归日常工作与生活，此时可借助用户手中的节日红包、“新年焕新”的消费心理，开展再营销、清仓促销等活动，挖掘二次消费潜力，实现营销效果的最大化，传播易的跨场景投放解决方案可有效衔接各阶段流量，助力广告主实现全周期营销闭环。"},"attribs":{"0":"*0+bs"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"text"}},"WoYsfinzUdW9ZecGGyLcpZN5nAc":{"id":"WoYsfinzUdW9ZecGGyLcpZN5nAc","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"Zw8nfpHIkdyTA1cYSMzcinxynjh","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"除流量规律外，春节期间用户的消费行为与决策逻辑也发生明显变化。节日期间用户决策更具情绪化特征，购物模式由平时的“自用优先”转向“送礼优先”，平均客单价有所提升，同时，产品包装的精致度、物流配送的便捷性及退换货服务的完善性，成为用户关注的重点因素。App使用场景方面，短视频、即时通讯、娱乐游戏类应用占据主导地位，用户使用时长大幅增加，而工作、生产力类应用的使用需求则显著下降。从App运营角度来看，应用安装量通常在节前出现增长高峰，而用户使用、互动的高峰则集中在节日假期期间，广告主可根据这一特征，合理安排投放节奏与内容重点。"},"attribs":{"0":"*0+7b"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"text"}},"ZM1cfRzYKdhKA7cPCl8c7oRhn5A":{"id":"ZM1cfRzYKdhKA7cPCl8c7oRhn5A","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"Zw8nfpHIkdyTA1cYSMzcinxynjh","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"四、创意策略与营销漏斗优化"},"attribs":{"0":"*0+d"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"heading2"}},"RRMJfP9fkd2gGKc3pmEcv9WNnqc":{"id":"RRMJfP9fkd2gGKc3pmEcv9WNnqc","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"Zw8nfpHIkdyTA1cYSMzcinxynjh","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"春节期间的广告创意，应紧密围绕节日核心主题与用户心理，重点突出好运与财富、送礼场景及紧迫感三大方向，同时融入2026马年生肖元素，增强节日辨识度与用户共鸣。好运与财富主题可通过“新年优惠”“鸿运价”“红包立省”等文案呈现，视觉设计上搭配红金配色、灯笼、福字、骏马等具有春节辨识度的元素，传递吉祥寓意；送礼主题可聚焦情感共鸣，如“致父母的完美礼物”“共享家庭团圆喜悦”等文案，相较于单纯的价格折扣，更易触动用户，提升转化效率；紧迫感可通过限时优惠、截止日期提醒、节日限量发售等形式强化，利用用户“怕错过”的心理，促进即时转化。"},"attribs":{"0":"*0+7a"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"text"}},"Lr9FfvrClddyEOce7LVcG2HEnV0":{"id":"Lr9FfvrClddyEOce7LVcG2HEnV0","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"Zw8nfpHIkdyTA1cYSMzcinxynjh","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"营销漏斗的优化核心是“简化流程、适配移动、突出价值”，这也是传播易为广告主提供春节投放服务的核心优化方向。春节期间用户多通过移动设备浏览广告、完成消费，因此，广告落地页应遵循移动优先原则，确保页面加载速度快、操作步骤简洁、核心价值（如优惠力度、活动截止时间）在首屏清晰展示。预登陆页可作为辅助形式使用，但需注重可视化呈现与引导性，如设计“礼物挑选器”“春节Top10礼品榜”等内容，帮助用户快速锁定需求，提升用户体验。支付环节应实现本地化适配，支持支付宝、微信支付等国内主流支付方式，同时兼顾东南亚市场的GrabPay等本地支付工具，降低支付门槛，这与传播易“全域适配、精准赋能”的投放理念高度一致。此外，节前应重点强调发货截止时间，抓住用户节前采购的最后一波需求，进一步提升转化效果。总体而言，春节营销漏斗优化应遵循“步骤少、页面快、价值明、结算顺”的原则，传播易平台数据也印证，此类简化式漏斗设计能显著提高节日期间的广告转化率，助力广告主实现“每一分预算都发挥最大价值”的投放目标。"},"attribs":{"0":"*0+cb"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"text"}},"CQp6fvUjNd1EnLc06UVc0yOhn8e":{"id":"CQp6fvUjNd1EnLc06UVc0yOhn8e","snapshot":{"align":"left","author":"675534114395744","children":[],"comments":[],"hidden":false,"locked":false,"parent_id":"Zw8nfpHIkdyTA1cYSMzcinxynjh","revisions":[],"text":{"initialAttributedTexts":{"text":{"0":"业内人士表示，春节不仅是广告投放的流量高峰期，更是品牌与用户建立深度情感连接的绝佳窗口。在浓厚的节日氛围与情绪化的消费心理双重作用下，春节营销早已超越单纯的流量与转化博弈，成为品牌传递价值、积累用户信任、提升长期影响力的重要契机。对于广告主而言，唯有精准把握春节期间的用户行为变化、流量规律与文化内涵，结合科学的投放策略与优质的创意内容，才能在节日营销中脱颖而出，实现流量、转化与品牌价值的三重提升。而传播易此次分享的行业洞察与实操策略，依托其平台技术优势与丰富的节日投放经验，贴合广告主实际需求，将为广告主在2026马年春节期间的营销布局提供有力支撑，助力行业实现高质量营销增长，同时也彰显了传播易在AI精准投放、节日营销领域的行业影响力。"},"attribs":{"0":"*0+8x"}},"apool":{"numToAttrib":{"0":["author","675534114395744"]},"nextNum":1}},"type":"text"}},"Zw8nfpHIkdyTA1cYSMzcinxynjh":{"id":"Zw8nfpHIkdyTA1cYSMzcinxynjh","snapshot":{"align":"","author":"675534114395744","children":["KjyDf0Qu6daUCucZm99c497lnDf","ZPUhfTZ4CdoB3FcUQjQc4jtQn5b","FwtOfXnaNdj79ac7KOGccwXin3g","GsazfSJsUdi9qFc0xs8cJjVAn7e","X5C6fAZDHdaZ6pcMyL9c4sRGnzd","Z4fifKYLbdgcCPcHvVscrYb3n5e","PsuOfUrMEda9E0cFFnvcre3SnYf","CouwfpKs0dn6sEcTUG7crIfynug","EyUTfgSSvdyh5jcqkPXcoYkinih","PGNff1UbsdGt3icHxMFcS7d7n2b","G4dufvncldnAYScq2kmcHgpnnah","WoYsfinzUdW9ZecGGyLcpZN5nAc","ZM1cfRzYKdhKA7cPCl8c7oRhn5A","RRMJfP9fkd2gGKc3pmEcv9WNnqc","Lr9FfvrClddyEOce7LVcG2HEnV0","CQp6fvUjNd1EnLc06UVc0yOhn8e"],"comment_container_id":"B2WXfBERtdKwlGchN65cAw6anse","comments":[],"doc_info":{"deleted_editors":null,"editors":["675534114395744"],"option_modified":null,"options":["editors","create_time","edit_time"]},"hidden":false,"locked":false,"parent_id":"","revision_container_id":"KGClfELw5dJ7YKczQXucUnMAnLc","revisions":[],"status":{"streaming":{"enabled":false,"expired_at":"1770603976","is_create_command":false,"operator_id":"675534114395744","source":1}},"text":{"apool":{"nextNum":1,"numToAttrib":{"0":["author","675534114395744"]}},"initialAttributedTexts":{"attribs":{"0":"*0+z"},"text":{"0":"2026马年春节营销指南：借节庆风口筑情感联结，传播易解析精准投放策略"}}},"type":"page"}}},"payloadMap":{"KjyDf0Qu6daUCucZm99c497lnDf":{"level":1},"ZPUhfTZ4CdoB3FcUQjQc4jtQn5b":{"level":1},"GsazfSJsUdi9qFc0xs8cJjVAn7e":{"level":1},"X5C6fAZDHdaZ6pcMyL9c4sRGnzd":{"level":1},"PsuOfUrMEda9E0cFFnvcre3SnYf":{"level":1},"CouwfpKs0dn6sEcTUG7crIfynug":{"level":1},"EyUTfgSSvdyh5jcqkPXcoYkinih":{"level":1},"G4dufvncldnAYScq2kmcHgpnnah":{"level":1},"WoYsfinzUdW9ZecGGyLcpZN5nAc":{"level":1},"RRMJfP9fkd2gGKc3pmEcv9WNnqc":{"level":1},"Lr9FfvrClddyEOce7LVcG2HEnV0":{"level":1},"CQp6fvUjNd1EnLc06UVc0yOhn8e":{"level":1}},"extra":{"channel":"saas","pasteRandomId":"b2d70d6a-446a-4af2-b441-61e0b4dfa52f","mention_page_title":{},"external_mention_url":{}},"isKeepQuoteContainer":false,"selection":[{"id":65,"type":"text","selection":{"start":11,"end":227},"recordId":"KjyDf0Qu6daUCucZm99c497lnDf"},{"id":66,"type":"text","selection":{"start":0,"end":212},"recordId":"ZPUhfTZ4CdoB3FcUQjQc4jtQn5b"},{"id":67,"type":"text","selection":{"start":0,"end":19},"recordId":"FwtOfXnaNdj79ac7KOGccwXin3g"},{"id":68,"type":"text","selection":{"start":0,"end":201},"recordId":"GsazfSJsUdi9qFc0xs8cJjVAn7e"},{"id":69,"type":"text","selection":{"start":0,"end":335},"recordId":"X5C6fAZDHdaZ6pcMyL9c4sRGnzd"},{"id":70,"type":"text","selection":{"start":0,"end":15},"recordId":"Z4fifKYLbdgcCPcHvVscrYb3n5e"},{"id":71,"type":"text","selection":{"start":0,"end":135},"recordId":"PsuOfUrMEda9E0cFFnvcre3SnYf"},{"id":72,"type":"text","selection":{"start":0,"end":321},"recordId":"CouwfpKs0dn6sEcTUG7crIfynug"},{"id":73,"type":"text","selection":{"start":0,"end":149},"recordId":"EyUTfgSSvdyh5jcqkPXcoYkinih"},{"id":74,"type":"text","selection":{"start":0,"end":15},"recordId":"PGNff1UbsdGt3icHxMFcS7d7n2b"},{"id":75,"type":"text","selection":{"start":0,"end":424},"recordId":"G4dufvncldnAYScq2kmcHgpnnah"},{"id":76,"type":"text","selection":{"start":0,"end":263},"recordId":"WoYsfinzUdW9ZecGGyLcpZN5nAc"},{"id":77,"type":"text","selection":{"start":0,"end":13},"recordId":"ZM1cfRzYKdhKA7cPCl8c7oRhn5A"},{"id":78,"type":"text","selection":{"start":0,"end":262},"recordId":"RRMJfP9fkd2gGKc3pmEcv9WNnqc"},{"id":79,"type":"text","selection":{"start":0,"end":443},"recordId":"Lr9FfvrClddyEOce7LVcG2HEnV0"},{"id":80,"type":"text","selection":{"start":0,"end":321},"recordId":"CQp6fvUjNd1EnLc06UVc0yOhn8e"}],"pasteFlag":"1e254eb1-9d70-4cd0-9278-68f2c339f606"}" data-lark-record-format="docx/record" class="lark-record-clipboard">