技术降维与情感升维：大疆Pocket3的“圈层破壁”营销策略

Technical Dimension Reduction and Emotional Dimension Enhancement: DJI Pocket3’s “Breaking the Circles” Marketing Strategy

摘要: 本研究以传播学中的情感营销理论为分析框架，采用深度访谈法，系统探讨大疆Pocket3如何从一款面向专业用户的科技设备，向大众市场欢迎的消费爆品的转型路径。研究发现，大疆Pocket3通过“轻专业”的市场定位精准填补介于日常记录与专业创作之间市场空白，既保留专业技术优势，又显著降低使用门槛。在数字营销战略中，大疆Pocket3以情感化叙事重构品牌形象，深化品牌与消费者之间的情感连接，还积极借助用户生成内容(UGC)为核心的扩散生态实现圈层穿透，强化品牌与用户之间的互动关系。大疆Pocket3迅速崛起成为2023~2025年间现象级产品，其成功揭示了国产高端品牌大众化的三重路径：技术大众化、场景仪式化、传播社交货币化，为科技品牌打破圈层局限、实现跨领域传播提供理论借鉴与实践启示。

Abstract: This study, using the emotional marketing theory in communication studies as its analytical framework and employing in-depth interview methods, systematically explores the transformation path of DJI Pocket3 from a technology device targeted at professional users to a popular consumer product. The research finds that DJI Pocket3 precisely fills the market gap between daily recording and professional creation through its “light professional” market positioning, retaining its technical advantages while significantly lowering the usage threshold. In its digital marketing strategy, DJI Pocket3 reconstructs its brand image through emotional narratives, deepening the emotional connection between the brand and consumers. It also actively penetrates different social circles by leveraging a diffusion ecosystem centered on user-generated content (UGC), strengthening the interaction between the brand and users. DJI Pocket3 rapidly rose to become a phenomenon product between 2023 and 2025, revealing three paths for the popularization of domestic high-end brands: democratization of technology, ritualization of scenarios, and social currencyization of communication. This success provides theoretical references and practical inspirations for technology brands to break through circle limitations and achieve cross-domain communication.