数智消费下微短剧植入广告的新媒体营销机理与路径

The New Media Marketing Mechanism and Path of Product Placement in Micro-Short Dramas under Digital Intelligence Consumption

摘要: 在数智技术深度赋能内容电商与新媒体营销融合发展的背景下，微短剧凭借高沉浸、强叙事与即时转化特性，已成为新媒体营销领域的核心载体之一。本文聚焦微短剧植入式广告这一新型营销形态，基于S-O-R理论框架，结合叙事传输理论，采用理论分析与案例研究相结合的方法，系统阐释场景营销刺激–情感认知双重加工–购买转化的运作机理。运用SWOT模型剖析该模式的内外部优劣势与机遇挑战，指出当前存在营销植入与内容适配失衡、效果评估体系缺失等问题。最后从内容生态共创、平台治理深化及数智技术赋能三个维度提出优化路径，为微短剧植入式广告的规范化发展及商业价值提升提供理论依据与实践参考。

Abstract: In the context of digital intelligence technology deeply empowering the integration of content e-commerce and new media marketing, micro-short dramas have become one of the core carriers in the field of new media marketing due to their characteristics of high immersion, strong narrative and immediate conversion. This paper focuses on the emerging marketing form of product placement in micro-short dramas. Based on the S-O-R theoretical framework and combined with the Narrative Transportation Theory, it adopts a mixed method of theoretical analysis and case study to systematically explain the operation mechanism of “scene marketing stimulation-dual processing of emotion and cognition-purchase conversion”. Using the SWOT model to analyze the internal and external strengths, weaknesses, opportunities and challenges of this model, it points out the current problems such as the imbalance between marketing placement and content adaptation, and the lack of an effect evaluation system. Finally, it proposes optimization paths from three dimensions: content ecosystem co-creation, platform governance deepening and digital intelligence technology empowerment, providing theoretical basis and practical reference for the standardized development and commercial value improvement of product placement in micro-short dramas.