基于AISAS模型的中高端母婴品牌内容转化路径研究——以B公司为例

Research on the Content ConversionPath of Mid-to-High-End Maternal and Infant Brands Based on AISASModel—A Case Study of B Company

摘要: 在母婴行业内容营销趋于精细化转型的背景下，耐用品品类因其高客单价、强信任依赖与低频决策特性，面临内容转化路径断裂的问题。本文以中高端母婴品牌B公司为研究对象，围绕其在电商平台中的内容营销实践，建构一套适配母婴耐用品消费特征的传播路径结构。模型以AISAS五阶段用户行为为主轴，嵌入“情感共鸣–认知信任–关系承诺”三类信任机制，构成路径层、机制层、内容层与响应层的四层嵌套结构，系统解释内容如何在不同用户行为节点中发挥驱动作用，推动心理跃迁与转化完成。研究为母婴品牌在耐用品品类中的内容策略优化、用户行为路径设计与平台差异化运营提供理论支撑与实践参考，具有较强的结构迁移与行业适配价值。

Abstract: Against the backdrop of the tendency of content marketing in the maternal and infant industry to transform content marketing, durable products are facing the problem of broken content conversion path due to their high customer unit price, strong trust dependence and low-frequency decision-making characteristics. This article takes B Company, a mid-to-high-end maternal and infant brand, as the research object, and builds a communication path structure that is suitable for the consumption characteristics of maternal and infant durable goods around its content marketing practices in e-commerce platforms. The model takes AISAS five-stage user behavior as the main axis and embeds three types of trust mechanisms: “emotional resonance-cognitive trust-relationship commitment”, forming a four-layer nested structure of the path layer, mechanism layer, content layer and response layer. The system explains how the content plays a driving role in different user behavior nodes and promotes the completion of psychological leap and transformation. The research provides theoretical support and practical reference for maternal and infant brands in durable products categories, user behavior path design and platform differentiated operation, and has strong structural migration and industry adaptation value.