线上线下融合导流的创新实践：大麦网整合营销闭环案例分析

Innovative Practice in Online-to-Offline Traffic Integration: A Case Study of Damai.cn’s Integrated Marketing Closed Loop

摘要: 本研究基于整合营销理论框架，以大麦网为研究对象，系统分析其在演出票务领域构建的线上线下融合营销模式。研究显示，大麦网通过内容整合激发用户情感共鸣，通过渠道整合实现跨平台无缝跳转，并通过参与整合促进UGC反哺传播，最终形成“情感锚点–行为转化–数据回流”的完整营销闭环。该模式显著提升了用户转化效率，成功将社交平台流量优势转化为平台的用户行为数据，为演出行业提供了可复制的实践路径。

Abstract: Based on the theoretical framework of integrated marketing, this study takes Damai.cn as the research object to systematically analyze its online-offline integrated marketing model in the field of event ticketing. The research reveals that Damai.cn stimulates users’ emotional resonance through content integration, achieves seamless cross-platform navigation through channel integration, and fosters UGC-driven communication through participation integration. This ultimately forms a complete marketing cycle of “emotional anchor - behavioral conversion - data feedback.” This model significantly enhances user conversion efficiency and successfully transforms the traffic advantages of social platforms into user behavioral data for the platform, providing a replicable practical path for the event industry.