北京2022冬奥会及冬残奥会已经结束，在赛会期间，同作为赛会的相关吉祥物，“冰墩墩”的传播效果却远大于“雪容融”的传播效果。本文基于此现象，采用数据抓取、量化分析、质性研究和编码解析相结合方法，对微信公众平台的“冰墩墩”“雪容融”为关键词的文章进行内容分析，探究了其背后的影响因素。研究发现，在传播过程中，反复出现的人格化特征、名人效应以及形象材质设计要素对于传播效果有重要影响。本研究通过挖掘具有典型性的案例，进一步优化拟人化营销策略，尤其可丰富在社会化媒体上的营销手段，提升其传播效果，为形象设计者、媒体在创造形象与传播形象提供启发，更加注重在创造形象及传播推广中融入这些方面的设计与表达。本文同时探讨了拟人化的元素对于吉祥物及形象传播所造成的可能影响。

The Beijing 2022 Olympic Winter Games and Paralympic Winter Games have come to an end. During the Games, Bing Dwen Dwen, as the relevant mascot of the Games, has a far greater communication effect than Shuey Rhon Rhon.  Based on this phenomenon, this paper combined data capture, quantitative analysis, qualitative research and coding analysis to conduct content analysis of wechat public platform articles with "Bing Dwen Dwen" and "Shuey Rhon Rhon" as keywords, and explored the influencing factors behind it.  It is found that in the communication process, the recurring personalization features, celebrity effect and image material design elements have an important impact on the communication effect.  By mining typical cases, this study enriches anthropomorphic marketing strategies, especially marketing means on social media, and improves its communication effect, so as to provide inspiration for image designers and media in image creation and communication, and pay more attention to the design and expression of these aspects in image creation and communication and promotion.  At the same time, the possible influence of anthropomorphic elements on communication is discussed.