出版科学 ›› 2022, Vol. 30 ›› Issue (3): 66-.

• 发行学 发行工作 • 上一篇    下一篇

论数字时代内容营销的价值观念与价值创造路径

  

  1. (武汉大学媒体发展研究中心,武汉,430072)(武汉大学新闻与传播学院,武汉,430072)

  • 出版日期:2022-05-15 发布日期:2022-05-28
  • 作者简介:程明,武汉大学媒体发展研究中心研究员,武汉大学新闻与传播学院教授、博士生导师 ;龚兵,武汉 大学新闻与传播学院 2017 级博士生 ;王灏,武汉大学新闻与传播学院 2021 级博士生。
  • 基金资助:
    本文系国家社会科学基金后期资助项目“网络经济时代广告业生态的变革与新广告业态研究”
    (17FXW005),教育部人文社会科学重点研究基地重大项目“传媒智能化发展背景下中国传媒广告产业竞争力研究”
    (16JJD860002)研究成果。

The Value Concept and the Path of Value Creation of Content Marketing in the
Digital Agezt

  1. (Center for Studies of Media Development, Wuhan University, Wuhan,430072)(School of
    Journalism and Communication,Wuhan University, Wuhan,430072)

  • Online:2022-05-15 Published:2022-05-28

摘要:

内容营销是数字时代重要的营销传播手段,其创作和传播的内容本身即成为品牌资产
的重要组成部分。作为一种数字营销传播的新形态,内容营销较之传统广告具有截然不同的价值
观念以及价值创造路径。在价值观念方面,内容营销是以消费者为价值核心,通过持续不断地为
消费者提供满足其各类需求的优质内容,逐渐与消费者建立深层次的情感、信任关系,从而最终
达成其营销目的 ;同时消费者也成为品牌价值创造的核心驱动力,通过参与内容创作和传播的过
程与品牌共同创造价值。在价值创造路径方面,内容营销致力于建构品牌价值关系,首先获取消
费者的品牌价值认同,进而引发品牌价值共鸣,继而聚集社群参与品牌价值共创,最终和消费者
共同实现价值的最大化。

关键词:

Abstract:

Content marketing is an important marketing communication method in the digital age,
and the content it creates and disseminates itself becomes an important part of brand equity. As a new
form of digital marketing communication, content marketing has a completely different value concept
and value creation path than traditional advertising. In terms of the value concept, content marketing
takes consumers as the core value, and by continuously providing consumers with high-quality content
that meets their various needs, gradually establishes a deep emotional and trusting relationship with
consumers, so as to finally achieve its marketing purpose. At the same time, consumers also become
the core driving force of brand value creation, creating value together with brands through the process
of participating in content creation and dissemination. In terms of the value creation path, content
marketing is committed to building brand value relationships, first obtaining consumers’brand value
recognition, and next arousing brand value resonance, then gathering communities to participate in
brand value co-creation, and finally realizing value maximization with consumers.

Key words:

resonance Value co-creation

中图分类号: