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E-Commerce Letters 2025
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
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Abstract:
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.
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