电商经济中网络营销的资本逻辑研究——基于马克思主义政治经济学的分析

Research on the Capital Logic of Online Marketing in the E-Commerce Economy—Analysis Based on Marxist Political Economy

摘要: 文章针对网络营销在提升流通效率与消费体验的同时衍生出的数字劳动异化、消费主义蔓延与平台垄断等问题，运用马克思主义政治经济学的劳动价值论与资本循环理论，采用马克思主义政治经济学的理论演绎与案例分析相结合的方法，构建“商品形态–劳动过程–价值实现”三维分析框架，结合直播带货与社交电商，系统剖析网络营销背后的资本运作机制。研究发现，网络营销呈现出三重特征：一是商品形态从实物商品向数据商品、情感商品与关系商品多重延伸，消费者的行为数据与情感互动被无偿商品化；二是劳动过程从传统雇佣向数字劳动与情感劳动的异化转型，带货主播与消费者在算法规训下陷入“自由”表象下的隐蔽剥削；三是价值实现通过时空压缩与空间重组加速，平台凭借数据垄断形成新型数字地租，加剧利益分配失衡。研究认为，网络营销应规范平台资本运行、明确数据产权边界、加强算法审查与反垄断，探索新就业形态下的劳动关系认定与社会保障制度，引导消费回归真实需要，以实现网络营销商业价值与社会价值的统一。

Abstract: The article, in response to the issues such as digital labor alienation, the spread of consumerism, and platform monopolization that arise from the promotion of circulation efficiency and consumer experience through online marketing, employs the labor value theory and capital circulation theory from Marxist political economy. It adopts a method combining theoretical deduction and case analysis from Marxist political economy to construct a three-dimensional analysis framework of commodity form-labor process-value realization. By combining typical cases of live-streaming sales and social e-commerce, it systematically analyzes the capital operation mechanism behind online marketing. The research reveals that online marketing exhibits three distinct characteristics: Firstly, the form of goods has expanded from physical goods to data goods, emotional goods, and relationship goods, and consumers’ behavioral data and emotional interactions have been commodified without compensation; Secondly, the labor process has undergone an alienation transformation from traditional employment to digital labor and emotional labor, with e-commerce hosts and consumers trapped in “freedom” under the regulation of algorithms, falling into covert exploitation; Thirdly, value realization is accelerated through time-space compression and spatial reorganization, and platforms, relying on data monopoly, have formed a new type of digital rent, exacerbating the imbalance in the distribution of benefits. The research suggests that it is necessary to regulate the capital operation of platforms, clarify the boundaries of data ownership, strengthen algorithmic review and anti-monopoly measures, explore the determination of labor relations and social security systems in new employment forms, guide consumption to return to genuine needs, and thereby achieve the unity of commercial value and social value in online marketing.