%0 Journal Article
%T 存量竞争时代母婴电商KOL营销范式转型：从流量收割到信任资产沉淀
KOL Marketing Paradigm Shift in Maternal and Child E-Commerce in the Era of Stock Competition: From Traffic Exploitation to Trust Asset Cultivation
%A 江浩清
%A 蒋恩录
%J E-Commerce Letters
%P 1393-1401
%@ 2168-5851
%D 2025
%I Hans Publishing
%R 10.12677/ecl.2025.1441024
%X 文章研究了在存量竞争时代下，母婴电商KOL营销模式从流量收割转向信任资产沉淀的转型过程。文章基于两级传播理论和顾客资产理论，构建了KOL信任节点转化分析框架，并结合母婴电商市场发展现状，提出了“信任节点–情感共鸣–资产沉淀”的螺旋演进机制，总结了KOL营销范式转型的三条实践路径。文章对母婴电商企业制定KOL营销策略具有重要的指导意义。
This paper investigates the KOL marketing paradigm shift in maternal and child e-commerce in the era of stock competition, shifting from traffic exploitation to trust asset cultivation. Based on the Two-Step Flow Theory and Customer Equity Theory, the study constructs an analytical framework for KOL trust node conversion. By integrating the developmental context of the maternal and child e-commerce market, the paper proposes a “Trust Node-Emotional Resonance-Asset Cultivation” spiral evolution mechanism and summarizes three practical pathways for KOL marketing paradigm shift. The research provides significant guidance for maternal and child e-commerce enterprises in formulating KOL marketing strategies.
%K 母婴电商，
%K KOL营销，
%K 存量竞争，
%K 信任资产，
%K 营销范式转型
Maternal and Child E-Commerce
%K KOL Marketing
%K Stock Competition
%K Trust Asset
%K Marketing Paradigm Shift
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=112371