4C理论视域下直播带货场景化营销的作用机制研究

A Study on the Mechanism of Scenario-Based Marketing in Live Streaming Commerce from the Perspective of the 4C Theory

摘要: 在数字经济快速发展的背景下，直播带货作为融合传播与交易的新型营销模式，正在重塑消费者的决策路径与企业的传播逻辑。本文以4C理论为分析框架，从顾客、成本、便利与沟通四个维度出发，系统探讨了直播带货中场景化营销的作用机制。研究发现，场景化营销通过精准洞察消费者需求、优化购买决策成本、提升交易便利性与强化情感沟通，有效促进了消费转化与品牌价值塑造。然而，行业实践仍面临场景同质化严重、技术应用表层化以及情感连接脆弱等突出问题。为此，本文提出三方面优化路径：在内容上，应挖掘文化内涵与生活场景，推动差异化创新；在技术上，应强化科技赋能，构建沉浸式体验空间；在运营上，应深化情感沟通与社群关系，提升用户忠诚度。本文的研究旨在为直播电商的场景化创新提供理论支撑与实践参考，推动直播带货向内容化、体验化与关系化方向的高质量发展。

Abstract: In the context of the rapidly developing digital economy, live-streaming commerce has emerged as a new marketing model that integrates communication and transaction, reshaping both consumer decision-making paths and enterprise communication logic. Guided by the 4C marketing theory, this study analyzes the mechanism of scenario-based marketing in live-streaming commerce from four dimensions: Customer, Cost, Convenience, and Communication. The research finds that scenario-based marketing effectively promotes consumer conversion and enhances brand value by accurately identifying consumer needs, optimizing decision-making costs, improving transactional convenience, and strengthening emotional communication. However, the current industry still faces several challenges, including severe scene homogenization, superficial application of technology, and weak emotional connections between brands and consumers. To address these issues, this paper proposes three optimization paths: in content, brands should explore cultural connotations and life scenarios to foster differentiated innovation; in technology, they should enhance technological empowerment to build immersive experiential spaces; and in operation, they should strengthen emotional communication and community relationships to improve user loyalty. This study aims to provide theoretical support and practical insights for the innovative development of scenario-based marketing in live-streaming commerce, promoting its transformation toward content-driven, experience-oriented, and relationship-focused sustainable growth.