生成式人工智能赋能网络营销的机制与路径研究

Research on the Mechanisms and Pathways of Generative Artificial Intelligence in Empowering Digital Marketing

摘要: 随着生成式人工智能技术的快速迭代，网络营销正经历从人工驱动向智能驱动的深刻变革。本文以技术接受模型、精细化似然模型与价值共创理论为分析框架，构建了内容赋能–精准触达–信任构建–价值共创–反馈优化五维赋能机制，并从智能内容生产、数据精准运营、共创生态培育与风险治理四个维度提出实现路径。研究认为，AIGC能够系统性降低营销内容生产成本、提升用户触达精准度并推动消费者参与价值共创，但消费者信任管理与伦理规范是其可持续应用的重要保障。

Abstract: With the rapid iteration of Generative Artificial Intelligence technology, online marketing is undergoing a profound transformation from human-driven to intelligence-driven operations. Drawing on the Technology Acceptance Model, the Elaboration Likelihood Model, and Value Co-creation Theory, this paper constructs a five-dimensional empowerment mechanism encompassing content enablement, precision outreach, trust building, value co-creation, and feedback optimization. Corresponding implementation pathways are proposed across four dimensions: intelligent content production, data-driven precision marketing, co-creation ecosystem development, and risk governance. The findings indicate that AIGC can systematically reduce marketing content production costs, enhance the precision of user engagement, and foster consumer participation in value co-creation. Nevertheless, consumer trust management and ethical governance remain critical safeguards for its sustainable application.