电商平台在线育儿课程的营销逻辑与策略研究

Research on the Marketing Logic and Strategies of Online Parenting Courses on E-Commerce Platforms

摘要: 随着短视频、直播和内容社区的发展，电商平台正成为年轻父母获取育儿知识与购买在线课程的重要渠道。基于顾客价值理论，本文从用户旅程视角构建“触达–转化–留存–增长”框架，分析情绪价值、功能价值与关系价值在不同阶段的作用方式。情境化内容与算法推荐共同影响需求激活与触达；专业呈现、互动结构与社会证明构成用户进行功能判断的关键线索；可执行内容与陪伴式支持促进体验与关系价值的持续累积；内容矩阵与品牌信任推动用户关系的延展与长期增长。在此基础上，本文提出面向内容设计、互动方式、课程结构与用户支持的策略建议，并讨论平台在算法治理与内容责任方面的改进方向，为理解电商平台中育儿课程的价值生成机制提供了结构化视角，并为平台治理与课程供给的优化提供了参考。

Abstract: With the rapid development of short videos, live streaming, and content communities, e-commerce platforms have become important channels through which young parents access parenting knowledge and purchase online courses. Drawing on customer value theory, this study develops a “reach-conversion-retention-growth” framework from a user-journey perspective and examines how emotional, functional, and relational values operate at different stages of the learning and decision-making process. Contextualized content and algorithmic recommendation jointly shape demand activation and initial reach; professional presentation, interactive communication, and social proof serve as key cues for users’ functional evaluation; actionable content and accompanying support facilitate the accumulation of experiential and relational value; and a diversified content matrix together with brand trust fosters extended user relationships and long-term growth. Based on these insights, the paper proposes strategies for optimizing content design, interaction mechanisms, course structure, and user support, and further discusses platform-level improvements in algorithmic governance and content responsibility. The analysis offers a structured perspective for understanding value formation in parenting courses on e-commerce platforms and provides practical implications for enhancing platform governance and course provision.