从植入到融入：Vlog内容营销的电商范式演进与价值认同路径

From Embedding to Integration: The Evolution of E-Commerce Paradigms and Value Recognition Pathways in Vlog Content Marketing

摘要: 在数字经济时代，电子商务正经历从流量驱动向内容驱动的深刻转型。传统以硬广植入和价格促销为主的营销模式逐渐失效，消费者更加关注品牌所传递的生活方式与价值理念。本文以价值认同为理论视角，系统梳理Vlog在电商营销中的范式演进及其内在机制。研究指出，Vlog作为一种以生活叙事为核心的内容形式，通过真实性、叙事性与陪伴感三大特征，实现了从广告植入到价值融入的转变。其核心逻辑表现为：创作者的情感表达激发消费者的情感认同，知识性内容与真实体验强化认知信任，而社群互动与持续陪伴则促成行为认同，最终形成“内容特征–心理机制–消费行为”的价值传导路径。本文的探讨表明，Vlog不仅重塑了电商内容传播的形态，也推动了营销逻辑由广告化向价值化转型，为数字经济时代的电商内容创新与品牌建设提供了新的思路。

Abstract: In the digital economy era, e-commerce is undergoing a profound transformation from traffic-driven to content-driven models. Traditional marketing approaches centred on hard advertising placements and price promotions are gradually losing effectiveness, as consumers increasingly prioritise the lifestyles and value propositions conveyed by brands. This paper adopts a theoretical framework of value identification to systematically examine the paradigm shift of Vlogs within e-commerce marketing and its underlying mechanisms. Research indicates that Vlogs, as a content format centred on life narratives, achieve a shift from advertising insertion to value integration through three defining characteristics: authenticity, narrative quality, and a sense of companionship. Its core logic manifests as follows: creators’ emotional expression sparks consumers’ emotional resonance, knowledge-based content and authentic experiences reinforce cognitive trust, while community interaction and sustained companionship foster behavioural alignment. This ultimately forms a value transmission pathway: “content characteristics-psychological mechanisms-consumer behaviour”. This exploration demonstrates that Vlogs not only reshape the dissemination of e-commerce content but also propel marketing logic from advertising-centric to value-centric approaches, offering fresh perspectives for content innovation and brand development in the digital economy era.