基于动态演替视角的“城市荒野”短视频营销与用户转化路径研究

Research on Short Video Marketing and User Conversion Pathways of “Urban Wilderness” Based on a Dynamic Succession Perspective

摘要: 随着“反精致”审美与社交媒体驱动的文旅消费兴起，城市荒野景观已成为网络营销的新焦点。本文借鉴生态学中的动态演替思维，提出一种针对城市荒野的数字化营销模型。通过分析景观在不同时间节点(过去、现状、未来)的特征，构建了“溯源内容生产–即时场景转化–动态口碑预演”的营销逻辑。研究以典型城市荒野项目为对象，探讨了其在社交短视频平台上的流量分发逻辑与用户转化路径，为城市公共空间在数字营销语境下的价值变现与可持续运营提供了新思路。

Abstract: With the rise of “anti-exquisite” aesthetics and social media-driven cultural tourism consumption, urban wilderness landscapes have emerged as a new focus in online marketing. Drawing on the concept of dynamic succession from ecology, this paper proposes a digital marketing model tailored for urban wilderness. By analyzing landscape characteristics across different temporal nodes—past, present, and future—a marketing logic is constructed, consisting of “source-based content production, real-time scene conversion, and dynamic word-of-mouth forecasting.” Taking typical urban wilderness projects as case studies, the research explores the traffic distribution logic and user conversion pathways on short-video social platforms. The findings provide novel insights into value realization and sustainable operation for urban public spaces within the context of digital marketing.