情感驱动与社群裂变：潮玩经济的电商营销传播机制探析

Emotional Drive and Community Diffusion: Exploring the E-Commerce Marketing Communication Mechanisms of the Collectible Toy Economy

摘要: 本研究聚焦潮玩经济中情感驱动与社群裂变耦合的电商营销传播机制。通过行业纵览发现：潮玩电商呈现情感化传播(IP叙事构建情感联结)、社群化裂变(UGC内容驱动信任传递)、游戏化体验(概率机制刺激消费)、跨界化联动(文化赋值拓展场景)四大特征。以社会资本理论为框架，分析出当前机制面临信任资本折损、规范资本瓦解、认知资本异化、结构资本垄断等挑战。基于用户情感需求稳固性、AIGC/区块链技术赋能、私域矩阵成熟度及新国潮政策支持等可行性基础，提出机制升级路径：情感维度构建角色宇宙与用户共创生态；社群层面建立信用积分与危机转化体系；技术应用开发混合现实场域与区块链存证；渠道融合打造兴趣共振链路与在地化消费场景。研究为潮玩及同类业态优化电商营销传播提供理论模型与实践范式。

Abstract: This study investigates the e-commerce marketing communication mechanism driven by the coupling of emotional engagement and community fission within the trendy toy economy. An industry overview reveals that trendy toy e-commerce manifests four key characteristics: 1) Emotionalized Communication (IP narratives forge affective bonds), 2) Communitized Fission (UGC content drives trust transmission), 3) Gamified Experiences (probability-based mechanisms stimulate consumption), and 4) Cross-boundary Collaborations (cultural value infusion expands consumption scenarios). Employing social capital theory as the analytical framework, the study identifies current challenges facing the mechanism: erosion of trust capital, collapse of normative capital, alienation of cognitive capital, and monopolization of structural capital. Based on feasibility foundations-such as the stability of user emotional demands, the enabling potential of AIGC/blockchain technologies, the maturity of private traffic matrices, and supportive policies for the “New Guochao” (New China Chic) movement, this study proposes pathways for mechanism enhancement. Emotional Dimension: Construct a character universe and foster a user co-creation ecosystem. Community Level: Establish a credit scoring system and a crisis response/conversion framework. Technology Application: Develop mixed-reality engagement fields and implement blockchain-based authentication/archiving. Channel Integration: Build interest resonance pathways and cultivate glocalized consumption scenarios. This research provides a theoretical model and practical paradigm for optimizing e-commerce marketing communication within the trendy toy sector and analogous industries.