基于AISAS模型的情感导向型网络营销策略研究

Research on Emotion-Oriented Online Marketing Strategies Based on the AISAS Model

摘要: 在数字经济与社交媒体深度融合的背景下，网络营销逐渐从传统的信息传播模式转向以用户互动与情绪价值为核心的传播机制。文章以喜茶为案例，基于AISAS模型，分析其情感导向型网络营销策略及其作用机制。研究发现，喜茶通过视觉符号与空间体验实现注意力获取，依托情绪叙事与生活方式表达激发消费兴趣，借助UGC驱动信息搜索与消费验证，利用场景化设计促进即时消费行为，并借由社交分享形成传播闭环，从而构建起以情绪价值为核心的网络营销体系。研究表明，在新消费语境下，消费者行为已由传统理性决策逐步转向情绪驱动与社交参与，AISAS模型也由线性结构演化为循环强化的传播机制。情绪因素在消费者注意、兴趣与分享环节中发挥关键作用，用户生成内容则成为品牌传播的重要支撑。研究从网络营销与消费行为视角出发，丰富了AISAS模型在情感导向场景中的解释力，并为新消费品牌优化网络营销策略提供了理论参考。

Abstract: Against the backdrop of the deep integration of the digital economy and social media, online marketing has gradually shifted from the traditional information dissemination model to a communication mechanism centered on user interaction and emotional value. This paper takes Heytea as a case study and, based on the AISAS model, analyzes its emotion-oriented online marketing strategies and their mechanisms. The study finds that Heytea captures attention through visual symbols and spatial experiences, stimulates consumption interest through emotional narratives and lifestyle expression, drives information search and consumption verification via UGC, promotes immediate consumption behavior through scenario-based design, and forms a communication loop through social sharing, thereby creating an online marketing system centered on emotional value. The research indicates that in the context of new consumption, consumer behavior has gradually shifted from traditional rational decision-making to emotion-driven behavior and social participation, and the AISAS model has evolved from a linear structure to a cyclic reinforcement communication mechanism. Emotional factors play a key role in consumers’ attention, interest, and sharing stages, while user-generated content has become an important support for brand communication. From the perspective of online marketing and consumer behavior, this paper enriches the explanatory power of the AISAS model in emotion-oriented scenarios and provides a theoretical reference for new consumer brands to optimize their online marketing strategies.