品牌数字营销中的公域与私域协同——基于场域理论

Public and Private Domain Synergy in Brand Digital Marketing—Based on Field Theory

摘要: 在数字化浪潮重塑营销格局的当下，品牌正逐步实现从依赖公域流量到私域精细化运营、全域深度融合的战略转型，其整合运作能够构建更具韧性和长效的品牌生态。本研究引入皮埃尔·布尔迪厄的场域理论，超越传统流量采买的表层思维，创新性地将品牌在公域与私域的营销传播实践阐释为特定社会场域内，多元行动者展开的策略性互动与多维资本流转的过程。研究通过文献梳理和典型案例研究，深入剖析品牌如何在公域高效获取流量并精准导流至私域，凭借符号建构、意义共创与社群运营等手段持续积累与转化各类资本，实现跨公私域的深度协同，构筑具有强大情感黏性的品牌专属场域。本研究旨在为理解数字时代品牌场域的结构特性及其运作逻辑提供一个整合性的理论框架与分析工具，并为消费品牌的全域营销传播战略提供具操作性的启示。

Abstract: As the digital wave reshapes the marketing landscape, brands are progressively transitioning from a reliance on public domain traffic to refined private domain operations and deep, omni-domain integration. This integrated operation enables the construction of a more resilient and long-lasting brand ecosystem. This study introduces Pierre Bourdieu’s field theory, moving beyond the superficial thinking of traditional traffic purchasing. It innovatively interprets brands’ marketing communication practices in public and private domains as strategic interactions and multidimensional capital circulation processes undertaken by diverse actors within specific social fields. Through literature review and typical case studies, this research deeply analyzes how brands efficiently acquire traffic in the public domain and precisely channel it to the private domain. By means of symbolic construction, meaning co-creation, and community operations, brands continuously accumulate and transform various forms of capital, achieving deep synergy across public and private domains and constructing a brand-specific field with strong emotional stickiness. This study aims to provide an integrated theoretical framework and analytical tools for understanding the structural characteristics and operational logic of brand fields in the digital age, and to offer actionable insights for consumer brands’ omni-domain marketing communication strategies.