短视频平台赋能互联网营销模式研究

Research on How Short Video Platforms Empower Internet Marketing Models

摘要: 在互联网与数字经济深度融合背景下，短视频平台以算法分发、社交互动与内容生态重塑营销，推动从“人找货”到“货找人”。本文在梳理营销演进与早期研究的基础上，提出“平台赋能营销”模型，从技术要素、内容形态、用户心理、营销结果四维解析其机理与价值路径。研究表明：微短剧与场景化种草显著提升触达与转化，但伴生信息茧房、消费主义与隐私风险。据此，我们提出算法治理、内容质量与合规机制等对策，为品牌实务与学术研究提供参考。

Abstract: Against the backdrop of deep integration between the internet and the digital economy, short video platforms are reshaping marketing through algorithmic distribution, social interaction, and content ecosystems, driving the shift from “people searching for products” to “products finding people”. Based on a review of marketing evolution and early studies, this paper proposes a “platform-empowered marketing” model, analyzing its mechanisms and value pathways across four dimensions: technological elements, content forms, user psychology, and marketing outcomes. The study shows that micro-dramas and scenario-based seeding significantly enhance reach and conversion, but also give rise to risks such as information cocoons, consumerism, and privacy concerns. Accordingly, we propose countermeasures including algorithm governance, content quality improvement, and compliance mechanisms, providing references for both brand practice and academic research.