SCP框架下媒介企业的平台化营销机制研究——以分众传媒为例

Research on the Platform-Based Marketing Mechanism of Media Companies under the SCP Framework —Taking Focus Media as an Example

摘要: 在平台经济逐渐成为数字时代经济运行的重要方式背景下，传统媒介机构正在加速平台化转型，重塑其传播机制与营销逻辑。本文以实体媒介分众传媒为研究对象，结合“平台逻辑”与SCP分析框架，从结构、行为与绩效三个维度出发，探讨其如何通过资源整合、精准触达与数字协同实现营销机制的系统演化。研究发现，分众传媒通过对城市楼宇点位的系统整合与市场入口的深度掌控，确立了其作为媒介平台的结构性基础；围绕电梯场景的传播特性建立基于数据和算法的调度系统，分众推动营销触达从线性传播向用户细分、内容定制与精准投放转化；此外，其与阿里巴巴、抖音等平台进行数据打通，构建起线下曝光与线上转化的营销闭环，形成了以品效协同与数据反馈为核心的数字协同机制。研究认为，实体媒介平台通过物理空间与数据协同的结合形成独特的平台权力，推动营销机制和治理逻辑的差异化发展，为理解数字媒介与电商平台的协同演化提供了新视角。

Abstract: As the platform economy becomes an increasingly important mode of economic operation in the digital era, traditional media organizations are accelerating their platformization processes, reshaping both their communication mechanisms and marketing logic. This paper takes Focus Media, a representative of physical media organizations, as a case study, combining the concept of platform logic with the Structure-Conduct-Performance (SCP) analytical framework. It examines how Focus Media systematically evolves its marketing mechanisms across three dimensions: structure, conduct, and performance—through resource integration, precise targeting, and digital synergy. The study finds that Focus Media has established its structural foundation as a media platform by integrating elevator advertising spaces across urban buildings and exerting deep control over market entry points. By developing a data- and algorithm-driven scheduling system tailored to the communication characteristics of elevator environments, the company has transformed its marketing reach from linear broadcasting to segmented targeting, content customization, and precision placement. Moreover, by integrating with platforms such as Alibaba and TikTok, Focus Media has built a closed-loop marketing system that links offline exposure with online conversion, forming a digital synergy mechanism centered on product-effect coordination and data feedback. The study concludes that physical media platforms establish unique platform power through the synergy of physical space and data, which drives the differentiated development of marketing mechanisms and governance logic, thereby offering new insights into the co-evolution of digital media and e-commerce platforms.