摘要
本文探讨了人工智能内容营销体系的生态动因(why)、系统构成(what)和构建核心(how)。数字技术带来技术经济范式的变革,数字经济呈现出去中介化、分散化、非物质化的特征,广告业生态发生演化,表现为数字空间和物理空间的融合,平台和终端的融合,生产和消费的融合,营销和传播的融合,生产、沟通、销售的融合。广告业及各关联产业呈现出开放、多边、协同、共享的生产模式,人工智能内容营销体系所包含的系统层、应用层、体验层在此生产模式上运行。智能内容营销基于内容、方法、沟通、营销连接内容和消费者。叙事图谱和感官系统是智能内容营销体系构建的两个核心。智能内容营销以品牌核心价值为叙事核心,构建细致的叙事图谱,同时,将各种感官沟通有机组合起来,形成感官多元交互,为消费者创造全新体验。
Digital technology has brought about changes in the paradigm of technological economy.Digital economy is characterized by intermediary,decentralization and immateriality.The ecology of advertising industry has changed,which is manifested in the integration of digital space and physical space,platform and terminal,production and consumption,marketing and communication,production,communication and sales.The advertising industry and related industries present an open,multilateral,collaborative and shared production mode,on which the system layer,application layer and experience layer contained in the artificial intelligence content marketing system operate.Intelligent Content Marketing is based on content,method,communication and market to connect content and consumers.Narrative atlas and sensory systems are the two cores of intelligent content marketing systems.Take the brand core value as the core of content narrative,and build a detailed narrative map.All kinds of sensory communication are organically structured to form multiple sensory interactions and create new experiences for consumers.Meta-universe provides a new time and space for advertising activities,bearing more imagination and creativity.
出处
《中国新闻传播研究》
2022年第3期104-119,共16页
China Journalism and Communication Journal
基金
中国人民大学马克思主义新闻观研究中心科研项目“人工智能时代新媒体广告发展趋势研究”(项目编号MXG202007)的阶段性研究成果
关键词
人工智能
内容营销
广告业生态
叙事图谱
感官系统
artificial intelligence
content marketing
advertising ecology
narrative atlas
sensory system
作者简介
王菲,博士,中国人民大学新闻与社会发展研究中心研究员,中国人民大学新闻学院副教授,现代广告研究中心主任
