AIDA视域下微短剧营销策略分析——以微短剧《别打扰我种田》为例

Analysis of Marketing Strategies for Micro Short Dramas from the Perspective of AIDA—Taking the Micro Drama “Don’t Disturb Me Farming” as an Example

摘要: 随着短视频的不断发展，网络微短剧这一新兴视听产品也被纳入了国家监管轨道。《别打扰我种田》作为大芒计划积极响应国家政策号召的作品之一，收获了一定的热度，但微短剧的发展不仅与剧本内容、演员演技、后期剪辑有关，更与微短剧多元营销策略休戚相关。因此，本文从营销经典法则——AIDA理论模型出发，以《别打扰我种田》这部微短剧中观众的弹幕为材料来源，从注意力(Attention)、兴趣(Interest)、欲望(Desire)、行为(Action)四个维度分析了当下微短剧营销方面的相关策略，以期为微短剧的后续发展提供正确的方向。

Abstract: With the continuous development of short videos, the emerging audiovisual product of online micro dramas has also been included in the national regulatory track. As one of the works actively responding to the national policy call of the Da Mang Plan, “Don’t Disturb Me in Farming” has gained some popularity. However, the development of micro dramas is not only related to script content, actor acting, and post-production editing, but also closely related to the diversified marketing strategies of micro dramas. Therefore, starting from the classic marketing principle—AIDA theoretical model, this article takes the audience’s barrage in the micro drama “Don’t Disturb Me Planting Fields” as the material source, and analyzes the current marketing strategies of micro dramas from four dimensions: attention, interest, desire, and action, in order to provide the correct direction for the subsequent development of micro dramas.