摘要
数字化情境下利用内容营销构建营销实体身份成为吸引消费者并与之建立长期关系的重要手段。文章通过案例研究,基于意义建构理论探究了数字内容营销活动中营销实体身份形成过程的内在机制。研究发现:(1)营销实体身份洞察以及相应的数字内容运营需求是领导层与业务层进行营销实体身份意义建构过程的主要促发因素。(2)意义建构过程中领导层主要确立了数字内容营销和营销实体目的战略意义,业务层主要明确了营销实体身份要素、接触点赋能以及营销实体生成内容特征的策略意义,并经过双向意义赋予活动促使层级间对构建营销实体身份达成一致认知。(3)最终营销实体分别形成个人品牌化、群体社群化、品牌拟人化、企业平台化的不同身份。文章结论为营销人员在数字营销中以营销实体身份构建与消费者建立长久关系提供了指导和借鉴。
In the digital context,using content marketing to build marketing entity identity has become an important means to attract consumers and establish long-term relationships with them.Based on the case study and sense-making theory,this paper explores the internal mechanism of the formation process of marketing entity identity in digital content marketing activities.The results show that:(1)Insight into the marketing entity identity and the digital content operation needs are the main driving factors,it promotes the leadership and business layer to construct the meaning of marketing entity identity.(2)In the process of sense-making,the leadership mainly established the strategic significance of digital content marketing and marketing entity purpose,while the business layer mainly clarified the tactics significance of marketing entity identity elements,contact point empowerment and content characteristics generated by marketing entities.And through the two-way sense-making activities,the leadership and the business layer can reach a consensus on the construction of marketing entity identity.(3)The final marketing entities form different identities of individual branding,group community,brand personification and enterprise platform respectively.The conclusions of this study provide guidance and reference for marketers to establish long-term relationships with consumers,especially from the perspective of marketing entity identity construction in digital marketing.
作者
雷婧
李纯青
王正斌
LEI Jing;LI Chunqing;WANG Zhengbin(School of Economics and Management,Northwest University,Xi'an 710127,China)
出处
《商业经济与管理》
CSSCI
北大核心
2024年第11期17-29,共13页
Journal of Business Economics
基金
国家自然科学基金项目“数字化交互平台产品和客户体验旅程及客户投入的作用机理研究”(72172123)
陕西省自然科学基金一般项目(面上)“身份驱动关系营销中消费者-企业多维主体认同的形成机制研究”(2023-JC-YB-614)。
