4I理论下小红书内容营销的编码策略——以美妆笔记为例

The Encoding Strategy of rednote Content Marketing under 4I Theory—A Case Study of Beauty Notes

摘要: 本研究以4I营销理论为基础，运用符号学分析与平台数据实证的方法，系统探究小红书美妆类爆款笔记的内容编码策略及其作用机制。通过文献综述和多案例对比分析发现，在社交电商环境中，内容编码借助趣味性场景嫁接、利益性科学祛魅、互动性社交裂变及个性化圈层适配，实现用户价值感知与品牌传播目标的动态平衡。同时，研究揭示出算法推荐机制引发的标题同质化和科学营销信任损耗是当前编码策略面临的主要实践难题。为此，提出算法优化、生态治理与价值共创相结合的可持续发展路径，为平台内容营销实践提供理论参考。

Abstract: Based on the 4I marketing theory, this study systematically explores the content encoding strategies and their mechanisms of action for popular beauty notes on rednote by using semiotic analysis and empirical data from the platform. Through literature review and multi-case comparative analysis, it is found that in the social e-commerce environment, content encoding achieves a dynamic balance between user value perception and brand communication goals by leveraging interesting scene grafting, demystifying scientific benefits, interactive social viral spread, and personalized circle matching. At the same time, the study reveals that the homogenization of titles and the loss of trust in scientific marketing caused by algorithmic recommendation mechanisms are the main practical challenges currently faced by encoding strategies. Therefore, a sustainable development path combining algorithm optimization, ecological governance, and value co-creation is proposed to provide theoretical references for platform content marketing practices.