【作者】 李洁；

【导师】 吴磊； 张伟；

【作者基本信息】 华中师范大学 ， 工商管理（专业学位）， 2022， 硕士

【摘要】 社会化媒体语境下,内容营销代表了一种新的营销战略,学术界从营销视角和传播视角进行了较为深入地分析。然而在流量红利饱和下,社交电商平台战略重点逐渐从用户增长转为盈利增长,如何在平台、用户等多元关系情境下实现商业转型,是社交电商行业的重要课题,内容营销成为突破点。本研究运用价值共创理论中消费者体验价值的核心观点,探究R社交电商平台内容营销策略改进。本文首先从文献综述入手,阐述了内容营销的内涵,对其实施原则进行了梳理,并对其与相关概念的联系和差异进行了辨析。分析菲利普·科特勒关于内容营销实施过程的三个方面,以社交电商平台用户体验价值为目标导向,在用户体验价值维度,如娱乐和趣味性体验价值、友情和情感关怀等情感体验价值、能力提升体验价值、愉悦体验价值、产品体验价值、购物体验价值等的理论指导下,通过随机问卷调查及权威数据报告,从内容生产、内容传播和内容营销效果评估及优化三方面陈述R社交电商平台内容营销现状,发现R平台存在内容品类缺失、直播生态单一、跨界营销持续性不足,传播主体分层不均衡、传播渠道运营不足,UGC内容输出引导不足、电商运营机制不完善等问题,分析其原因后,以满足用户体验为价值目标,从内容生产、内容传播和内容营销效果评估及优化三方面提出改进建议:1.丰富平台品类,拓展生活场景;调整直播生态,打造超级IP;持续输出跨界营销。2.传播主体分层运营;技术赋能传播渠道。3.提升用户参与度和体验感;完善电商环节,促进需求闭环。此外,今后可对内容营销改进建议影响的用户体验价值具体类型、具体程度等进行分点详细的实证分析研究,多元化价值共创体系下的社交电商平台内容营销也能够更加丰富内容营销主题研究。更多还原

【Abstract】 In the context of social media,content marketing represents a new marketing strategy,and academics have conducted more in-depth analysis from the marketing perspective and communication perspective.However,under the saturation of the traffic dividend,the strategic focus of social e-commerce platforms is gradually shifting from user growth to profitable growth.How to achieve business transformation in the context of multiple relationships such as platforms and users is an important issue in the social e-commerce industry,and content marketing has become a breakthrough point.This thesis applies the core perspective of consumer experience value in value co-creation theory to explore the improvement of content marketing strategies for R social e-commerce platform.Starting from a literature review,this thesis firstly elaborates the connotation of content marketing,sorts out its implementation principles,and identifies its connections and differences with related concepts.Analyzing Philip Kotler’s three aspects of the content marketing implementation process,and taking the user experience value of social e-commerce platforms as the target orientation,under the theoretical guidance of user experience value dimensions,such as entertainment and fun experience value,emotional experience value such as friendship and emotional care,ability enhancement experience value,pleasure experience value,product experience value,shopping experience value,etc.,through random questionnaire surveys and authoritative data report,from three aspects of content production,content dissemination and content marketing effect evaluation and optimization to state the current situation of R social e-commerce platform content marketing,found that R platform has content category lack,single live ecology,cross-border marketing sustainability,unbalanced communication body stratification,communication channel operation,UGC content output guidance is insufficient,e-commerce operation mechanism is not perfect and other problems,after analyzing its reasons,we propose suggestions for improvement from three aspects of content production,content dissemination and content marketing effect evaluation and optimization,with the value goal of satisfying user experience:1.Enriching platform categories and expanding life scenes;adjusting live broadcast ecology to create super IP;continuously exporting cross-border marketing.2.Layering operation of communication subjects;technology-enabled communication channels.3.Improving user participation and experience;improving e-commerce links and promoting demand closure.In addition,in the future,the specific type and specific degree of user experience value influenced by content marketing improvement proposals can be studied in a detailed empirical analysis by point,and the content marketing of social e-commerce platform under the diversified value co-creation system can also be more enriched content marketing theme research.更多还原