“霸总”题材网络微短剧的电商品类适配性与广告效果差异研究

Research on E-Commerce Category Fit and Advertising Effectiveness in “Domineering CEO” Themed Online Micro-Dramas

摘要: 本研究聚焦“霸总”题材微短剧与电商广告融合中的核心矛盾——品类适配模糊与效果波动显著，通过解构其叙事模式与情感逻辑，揭示了商品植入与剧情“情绪曲线”的深层关联。研究建立了以“情感–场景–角色”为核心的品类适配三层模型，并论证了从硬广曝光到情节定制的效果跃迁路径。进而从平台生态、受众心理与内容调性三重视角，系统剖析了广告效果差异的形成机制。在此基础上，从创作前置、数据驱动与品类筛选等维度，提出了可操作性强的整合优化策略。本文不仅为相关类型微短剧的广告合作提供了具体方法论，更为理解数字时代“内容即商品”的营销范式提供了微观案例与理论参照。

Abstract: This study focuses on the core contradiction in the integration of “domineering CEO” themed micro-dramas and e-commerce advertising—ambiguous category fit and significant fluctuations in advertising effectiveness. By deconstructing their narrative patterns and emotional logic, it reveals the profound connection between product placement and the “emotional arc” of the plot. The research establishes a three-tier model of category adaptation centered on “emotion-scene-character,” and demonstrates the effectiveness of the transition path from hard-sell exposure to plot customization. Furthermore, it systematically analyzes the formation mechanism of differences in advertising effectiveness from the three perspectives of platform ecology, audience psychology, and content tone. Based on this, the study proposes actionable integrated optimization strategies from the dimensions of front-loaded creation, data-driven approaches, and category selection. This paper not only provides a concrete methodology for advertising collaborations in related types of micro-dramas but also offers a micro-case study and theoretical reference for understanding the marketing paradigm of “content as commodity” in the digital age.