基于4I理论的零食品牌微短剧营销策略研究

Research on Marketing Strategy of Snack Brand Mini Dramas Based on 4I Theory

摘要: 本研究基于4I营销理论框架，探究零食品牌微短剧营销的策略机制。通过分析政策规范化、平台流量扶持及消费场景共生性三大动因，解构品牌定制剧、剧情植入剧、达人联动剧等主流模式，并揭示4I维度的核心问题：趣味性层面存在题材同质化与创意匮乏；利益性呈现促销思维主导下的价值表达粗暴化；互动性受限于技术应用浅层导致的转化断裂；个性化面临圈层触达调性错配与数据应用浅薄化。研究提出针对性优化路径：构建“功能 + 情感 + 社交”三维价值体系，开发分支剧情等沉浸式互动技术，建立用户画像驱动的分众内容测试机制。本研究将为零食行业突破同质化竞争提供理论模型与实践范式，并深化4I理论在媒介化消费场景中的适用性。

Abstract: Based on the 4I marketing theoretical framework, this study explores the strategic mechanism of snack brand Mini drama marketing. By analyzing the three major motivations of policy standardization, platform traffic support and symbiosis of consumption scenes, this paper deconstructs the mainstream models such as brand customized dramas, plot implanted dramas and talent linked dramas, and reveals the core problems of the 4I dimension: the homogeneity of themes and the lack of creativity; The expression of value is roughened under the guidance of promotional thinking; The interaction is limited by the transformation fracture caused by the shallow layer of technology application; Personalization is faced with circle touch tone mismatch and shallowness of data application. The research proposes a targeted optimization path: build a three-dimensional value system of “function + emotion + social”, develop immersive interactive technologies such as branch plots, and establish a user portrait-driven focus content testing mechanism. This paper provides a theoretical model and practical paradigm for the snack industry to break through the homogeneous competition and deepen the applicability of 4I Theory in the media consumption scenario.