文化资本视域下品牌播客营销的积累、转化、再生产

The Accumulation, Transformation, and Reproduction of Brand Podcast Marketing from the Perspective of Cultural Capital

摘要: 本研究立足于布尔迪厄的文化资本理论，从“文化资本积累–转化–再生产”的营销实践路径切入，通过对GIADA《岩中花述》(DTC营销模式)和巴黎欧莱雅(ITC营销模式)的案例分析，深入剖析品牌播客如何完成从“内容产品”到“经济资本”再到“价值资本”的层层转化，最终这些资产成为可持续产生利润的文化资本。研究发现：品牌播客通过主理人、嘉宾与听众的共创积累文化资本，并通过情感联结将其转化为经济资本与象征资本；最终，通过“内部化”与“外显化”的循环实现资本的再生产。这一“积累–转化–再生产”营销模型揭示，将播客提升至线上营销的战略高度，意味着品牌的线上营销路径发生转变：从依赖付费流量的一次性“交易”逻辑，转向了通过自有内容资产进行长期“运营”的逻辑。

Abstract: Based on Pierre Bourdieu’s Cultural Capital Theory, this study adopts the marketing practice path of “cultural capital accumulation-transformation-reproduction” to analyze how brand podcasts progressively achieve the layered transformation from “content product” to “economic capital” and further to “value capital”, ultimately enabling these assets to become cultural capital capable of generating sustainable profits. Through case studies of GIADA’s Flower on the Rock (Direct to Consumer) and L’Oréal Paris (Direct to Consumer), the research reveals that brand podcasts accumulate cultural capital through the co-creation among hosts, guests, and listeners, and convert it into economic capital and symbolic capital via emotional connection. Finally, the continuous reproduction of capital is achieved through the cyclical process of “internalization” and “externalization”. The “accumulation-transformation-reproduction” marketing model demonstrates that elevating podcasts to a strategic level in online marketing signifies a fundamental shift in brands’ digital marketing approach: from a one-off “transactional” logic dependent on paid traffic, toward a long-term “operational” logic centered on owned content assets.