数字劳动视域下网络营销的价值创造研究——以小红书“种草”经济为例

Research on the Value Creation of Online Marketing from the Perspective of Digital Labor—Taking the “Grass Seeding” Economy of Xiaohongshu as an Example

摘要: 随着大数据、人工智能、算法等数字技术的迅猛发展，“数字劳动”作为一种新型劳动形态，不同于以往的传统劳动形态，其正在深刻重塑网络营销的价值创造逻辑。本文以小红书“种草”经济为研究对象，从数字劳动的视角切入，详细分析了其价值创造机制。本研究首先界定了数字劳动、“种草”经济等核心概念，以劳动价值论和情景认知理论为理论基础，进而分析了小红书“种草”经济中内容生产、数据贡献与社交传播三类数字劳动形态。在此基础上，指明并分析了小红书“种草”经济的劳动成果转化、算法技术驱动和商业生态协同的三种营销价值创造机制。同时，研究指出，在数字劳动视域下，小红书“种草”这种网络营销模式目前存在平台与用户利益不对等、内容生产商业化侵蚀、用户隐私与权益保障缺失等问题。因此，本研究有针对性地提出了构建公平的价值分配体系、强化内容生态治理、保障用户劳动权益等对策建议，为小红书“种草”经济的健康可持续发展提供切实可行的方案。

Abstract: With the rapid development of digital technologies such as big data, artificial intelligence and algorithms, “digital labor”, as a new form of labor, is different from the traditional forms of labor in the past. It is profoundly reshaping the value creation logic of online marketing. This article takes the “grass-planting” economy of Xiaohongshu as the research object and, from the perspective of digital labor, conducts a detailed analysis of its value creation mechanism. This study first defined core concepts such as digital labor and the “grass-planting” economy. Based on the theories of labor value theory and situational cognition theory, it then analyzed three types of digital labor forms in Xiaohongshu’s “grass-planting” economy: content production, data contribution, and social communication. On this basis, three marketing value creation mechanisms of Xiaohongshu’s “grass-planting” economy, namely the transformation of labor achievements, the drive of algorithm technology, and the synergy of the business ecosystem, are pointed out and analyzed. Meanwhile, research indicates that in the context of digital labor, the online marketing model of “seeding” on Xiaohongshu currently faces issues such as an imbalance of interests between the platform and users, the erosion of commercialized content production, and the lack of protection for user privacy and rights. Therefore, this study has put forward targeted countermeasures and suggestions such as building a fair value distribution system, strengthening content ecosystem governance, and safeguarding users’ labor rights and interests, providing practical and feasible solutions for the healthy and sustainable development of Xiaohongshu’s “grass seeding” economy.