抖音美妆类短视频的景观式营销研究

Landscape Marketing Research on Douyin Beauty Short Videos

摘要: 随着短视频平台的快速发展，美妆类内容已成为其垂直领域中的重要组成部分。本文基于居伊·德波的景观社会理论，以抖音美妆短视频为研究对象，探讨其景观式营销的机制与影响。研究发现，该类视频通过视觉氛围营造与情感化叙事构建出强烈的沉浸感和认同感，其景观式营销主要依托PUGC内容生产、算法推荐及资本推动等方式实现，旨在塑造博主人设并促进流量变现。研究进一步指出，美妆短视频景观既刺激消费与提供情绪价值，也易导致消费异化与观看成瘾等问题。最后，从博主、受众与平台三方面提出引导策略，以促进美妆短视频行业的健康发展。

Abstract: With the rapid development of short video platforms, beauty content has become an important part of its vertical field. Based on Guy Debord’s theory of landscape society, this paper takes Douyin beauty short video as the research object to discuss the mechanism and influence of landscape marketing. The study finds that this type of video builds a strong sense of immersion and identity through visual atmosphere creation and emotional narrative, and its landscape marketing mainly relies on PUGC content production, algorithm recommendation and capital promotion, aiming to shape the blogger’s design and promote traffic monetization. The study further points out that the beauty short video landscape not only stimulates consumption and provides emotional value, but also easily leads to problems such as consumption alienation and viewing addiction. Finally, guidance strategies are proposed from three aspects: bloggers, audiences and platforms to promote the healthy development of the beauty short video industry.