人工智能赋能下的长江生态文化精准营销及消费者行为研究

Research on Precision Marketing and Consumer Behavior of Yangtze River Ecological Culture Enabled by Artificial Intelligence

摘要: 在“数字乡村”战略背景下，长江生态文化的数字化转化与市场化传播面临新机遇。本文从人工智能赋能视角出发，探讨其在文化内容生成、用户画像与精准推荐中的应用，构建“视觉化–场景化–在地化”的营销逻辑。研究发现，消费者对生态文化产品的认知正由功能导向向价值导向转变，平台机制、内容策略与用户行为共同塑造出新的文化消费生态。基于此，提出以AI技术驱动的多元协同电商赋能路径，为生态文化的数字传播与乡村振兴提供新思路。

Abstract: Under the background of the “digital village” strategy, the digital transformation and market-oriented dissemination of the Yangtze River ecological culture are facing new opportunities. From the perspective of artificial intelligence empowerment, this paper discusses its application in cultural content generation, user portrait and accurate recommendation, and constructs the marketing logic of “visualization-scene-localization”. It is found that consumers’ cognition of eco-cultural products is changing from function orientation to value orientation, and platform mechanism, content strategy and user behavior jointly shape a new cultural consumption ecology. Based on this, a multi-collaborative e-commerce empowerment path driven by AI technology is proposed to provide new ideas for digital communication of ecological culture and rural revitalization.