地标景区开发周边经济的营销传播策略研究——以南京红山森林动物园为例

Research on Marketing Communication Strategies for Developing Peripheral Economy in Landmark Scenic Areas—Taking Nanjing Hongshan Forest Zoo as an Example

摘要: 本文以南京红山森林动物园为案例，从传播学视角出发，系统探讨其如何以“尊重生命，让动物做自己”为核心理念，通过动物明星塑造、仪式化情感传播等策略，构建公众与动物之间的深层情感连接。研究聚焦于“认养经济”这一关键载体，深入分析多元社群如何通过参与式传播，形成跨越圈层的认养社群，实现从“旁观者”到“守护者”的角色转变。进一步地，本文探讨文创产品如何作为情感载体，借助电商渠道实现价值变现，推动周边消费从初级“流量变现”向深层“价值共创”升级。

Abstract: Taking Nanjing Hongshan Forest Zoo as a case study, this paper systematically explores, from the perspective of communication studies, how the zoo, guided by its core philosophy of “respecting life and letting animals be themselves,” constructs deep emotional connections between the public and animals through strategies such as the creation of animal celebrities and ritualized emotional communication. The research focuses on the key vehicle of the “adoption economy,” delving into how diverse communities achieve cross-circle adoption communities through participatory communication, thereby realizing the role transformation from “bystander” to “guardian.” Furthermore, this paper discusses how cultural and creative products, serving as emotional carriers, leverage e-commerce channels to realize value and promote the upgrading of peripheral consumption from primary “traffic monetization” to deep-level “value co-creation.”