视频营销研究的整合框架与未来展望

Video Marketing Research:Integrated Framework and Future Research Agenda

数字经济时代,视频营销在数字营销领域中的地位日益凸显。借助CiteSpace分析软件,基于“前因—作用机制—结果”(ADO)框架和“理论—情境—方法”(TCCM)框架,对既有视频营销相关研究进行梳理,构建了一个涵盖视频营销前因后效、作用机制、理论视角、研究方法和适用场景的整合研究框架。在此基础上,从消费者“接受—拒绝”困境仍未化解、对顾客绩效的影响研究尚显不足、定制化视频营销的研究相对缺乏、视频影响者的营销能力难以量化、理论和方法的发展相对滞后五个方面揭示了既有视频营销研究存在的主要问题。基于上述研究现状归纳和问题反思,结合对企业当下管理实践的思考,从五个方面提炼出视频营销未来的重点研究问题和可能的研究方向,以期推动中国视频营销领域的理论发展和实践应用。

In recent years,with the development of digital technology,the marketing model of enterprises,the consumption and lifestyle of consumers are undergoing important changes.Video marketing has been paid more and more attention by managers and researchers.By the end of 2023,the number of online video users in China has climbed to 1,074 million,and the penetration rate of Internet users is as high as 98.3%.The total market size of the network audio-visual industry exceeded USD 158.45 billion.Among them,short video,as a new star in the market,has continued to expand in scale and has become an important engine to promote the growth of the entire industry.However,the research on video marketing is currently relatively fragmented.Although there are a large number of single-view or single-disciplinary studies,there is a lack of comprehensive analysis from an integrated perspective.This not only hinders a clear understanding of the whole field of video marketing,but also limits the discussion of the similarities and differences of video marketing between different research fields.Based on the related research of video marketing in CSSCI database from 2003 to 2023,this review reveals the research context and evolution process of video marketing with the help of CiteSpace analysis software.By using TCCM framework and ADO framework,the existing research is sorted out,and an integrated research framework covering the antecedents and consequences,mechanism,theoretical perspective,research methods and applicable scenarios of video marketing is constructed.The review found that the evolution stage of China’s video marketing research hotspots is directly related to the carrier of video communication,which has experienced the traditional media stage(2003-2007),the online video stage(2007-2017),and the short video stage(2017-present).After further analyzing the main shortcomings of the existing research,this review summarizes the following problems:the“acceptance-rejection”dilemma of consumers has not been resolved,there is a lack of research on customer performance under the theme of short video,the relative lack of research on video marketing customization,the lack of quantitative indicators of video influencers’marketing ability,and the slow evolution of video marketing research theory and research methods.Furthermore,combined with the thinking of the current management practice of the enterprise,the prospect of future research is put forward from the following five aspects:the solution to the consumer’s“acceptance-rejection”dilemma,focusing on the customer performance research with the theme of short video,clarifying the connotation and influence mechanism of video marketing customization,evaluating the marketing ability of video influencers,and strengthening the theoretical innovation and research methods in the field of video marketing.The significance of this review lies in:first of all,unlike previous studies which are based on a single perspective,this review reveals the research status of video marketing in China from an integrated perspective,which helps researchers to form a relatively systematic cognition of video marketing research.Secondly,this review deepens the understanding of the internal relationship and mutual influence between different studies,reveals the main problems existing in the existing research,and extracts the important scientific problems that need to be further explored in combination with the problems faced by enterprise practice,so as to provide guidance and direction for future research and practice.