AISAS模型视角下美团微短剧营销策略分析

Analysis of Meituan’s Short Drama Marketing Strategy from the Perspective of the AISAS Model

摘要: 在移动互联网流量红利见顶、用户注意力高度碎片化的数字营销环境下，传统广告形式的传播效率持续下滑。微短剧凭借其强叙事性、高沉浸感与高效的传播路径，成为品牌营销的新范式。文章以AISAS (Attention, Interest, Search, Action, Share)消费者行为模型的五个核心阶段为基础，结合案例对美团微短剧营销策略进行系统分析。研究发现，美团通过情感议题切入、生活场景化植入、技术链路打通及社交话题裂变，实现了从内容触达到交易转化再到口碑扩散的闭环营销。与此同时，内容同质化、商业化干扰和真实性风险仍制约其长期效果。研究表明，微短剧营销的可持续竞争力依赖于真实叙事、用户体验与品牌价值的深度融合，为本地生活服务品牌提供了可借鉴的实践路径与策略启示。

Abstract: In the digital marketing environment where mobile internet traffic dividends have peaked and user attention is highly fragmented, the communication efficiency of traditional advertising formats continues to decline. Short dramas, characterized by strong narrative power, high immersion, and efficient dissemination pathways, have emerged as a new paradigm for brand marketing. Based on the five core stages of the AISAS (Attention, Interest, Search, Action, Share) consumer behavior model, this article systematically analyzes Meituan’s micro-short drama marketing strategy through case studies. Findings indicate that Meituan achieves a closed-loop marketing system—from content exposure to transaction conversion and word-of-mouth diffusion—through emotional storytelling, scenario-based brand integration, technological facilitation, and social topic amplification. However, challenges such as content homogenization, excessive commercialization, and authenticity risks still constrain its long-term effectiveness. The study demonstrates that sustainable short drama marketing relies on authentic narratives, user experience, and brand value alignment, offering referential practical pathways and strategic insights for local lifestyle service brands.