社会化媒体时代的内容营销:概念初探与研究展望

Content Marketing in the Social Media Age:Definition Analysis and Research Prospects

在社会化媒体语境下,内容营销代表了一种新的营销战略,但学术界对其尚缺乏足够的关注和深入的探讨,对内容营销概念的理解也十分模糊。本文通过对现有研究的回顾,介绍了内容营销的含义,梳理了内容营销的起源与发展,辨析了内容营销与相关概念的联系与区别,讨论了内容营销的主要维度,并提出了一些值得未来的研究深入探讨的内容营销研究主题,以期更准确地剖析内容营销概念,并推动该领域研究的发展。

In the social media age, content marketing represents a new kind of marketing strategy, but the academia lacks enough attention and deep discussion and provides a very fuzzy understanding of the concept of content marketing. ＂Based on a review of current literature,this paper introduces the connotation of content marketing, sorts out the origin and development of content marketing, compares the relationship between content marketing and other related concepts and their differences, discusses the＇ key dimensions of content marketing and raises some topics worthy of future research in order to provide a more accurate analysis of the concept of content marketing and push the development of con- tent marketing research.