生成式人工智能背景下漫剧在短视频平台的营销模式研究

Research on the Marketing Model of Comic Dramas on Short Video Platforms under the Background of Generative AI

摘要: 生成式AI正深刻重构数字内容产业，推动漫剧在短视频平台崛起。研究剖析了AIGC技术如何将漫剧生产从人力密集向算力驱动转变，并总结出“内容种草–电商转化”、“切片引流–付费解锁”及“IP孵化–衍生开发”三大核心营销链路。针对当前面临的内容同质化与版权归属模糊等现实挑战，文章提出以“人机协同”突破算法套路、以技术存证完善版权溯源等具体对策，以期为AI漫剧产业的健康规范发展与长效商业变现提供参考借鉴。

Abstract: Generative AI is profoundly reconstructing the digital content industry and promoting the rise of comic dramas on short video platforms. This study analyzes how AIGC technology has shifted the production of comic dramas from a manpower-intensive model to a computing power-driven one. It further identifies three core marketing pathways: “content-driven product seeding to e-commerce conversion”, “clip-based traffic acquisition to paid unlocking”, and “IP incubation to derivative development”. Addressing current dilemmas such as content homogenization and copyright ownership ambiguity, this paper proposes concrete strategies including breaking algorithmic templates through “human-machine collaboration” and improving copyright traceability via technology-based evidence preservation, aiming to provide a reference for the healthy and regulated development and long-term commercial monetization of the AI comic drama industry.