基于广告回避理论的快递服务类APP广告植入优化研究

Research on the Optimization of Advertising Implantation in Express Service Apps Based on the Advertising Avoidance Theory

摘要: 在数字化转型与平台经济深度融合的背景下，智能快递柜作为末端配送的关键一环，其广告传播的双边市场属性逐渐凸显。研究以丰X-APP为研究对象，基于双边市场理论框架，综合运用CiteSpace软件进行词频分析、关键词聚类图谱可视化及参与式观察法，系统解构其广告传播的突出矛盾。研究发现：平台存在用户端广告体验衰减与行为抵触、广告主端数据合规开发不足导致的投放低效、自身陷入“低端广告池”循环的困境，本质上反映了双边市场中交叉网络效应失衡的底层逻辑。通过构建“用户激励–精准投放–产品创新”三维策略体系，提出优化互动广告形式、建立全链路数据中台、开发AR广告等新型产品的突破路径。进而拓展了双边市场理论在物流终端场景的应用边界，对同类平台的商业化实践具有显著的理论参考与实践指导意义。

Abstract: Against the backdrop of the deep integration of digital transformation and platform economy, smart express lockers, as a key link in last-mile delivery, have gradually highlighted the two-sided market attributes of their advertising communication. Taking the smart express locker app as the research object and based on the theoretical framework of the two-sided market, this study systematically deconstructs the prominent contradictions in its advertising communication by comprehensively adopting CiteSpace for word frequency analysis, keyword clustering map visualization and participant observation method. The results show that the platform is plagued by such predicaments as the decline of advertising experience and behavioral resistance on the user side, inefficient delivery caused by insufficient compliant development of user data on the advertiser side, and its own trap in the vicious circle of a “low-end advertising pool”. These problems essentially reflect the underlying logic of the imbalance of cross-network effects in the two-sided market. By constructing a three-dimensional strategy system of “user incentive-precise delivery-product innovation”, this study puts forward breakthrough paths, including optimizing the forms of interactive advertising, building a full-link data center, and developing new products such as AR advertising. This research further expands the application boundary of the two-sided market theory in the scenario of logistics terminal delivery, and has significant theoretical reference and practical guiding significance for the commercial practice of similar platforms.