公益直播中品牌形象塑造与营销策略研究——以蚂蚁森林抖音直播间为例
Study on Brand Image Shaping and Marketing Strategy in Public Welfare Live Streaming—Taking Ant Forest TikTok Live Streaming as an Example

在互联网技术迅猛发展的背景下，直播平台成为信息传播、商业营销和社会公益的重要工具。本文以蚂蚁森林在抖音平台的公益直播活动为例，探讨公益直播中品牌形象塑造与营销策略。通过，以蚂蚁森林公益直播间为例，运用SWOT方法分析其营销环境，进而分析其营销策略，同时根据品牌形象管理理论和客户忠诚理论分析公益直播对该品牌形象塑造的影响。研究发现，蚂蚁森林通过“现兑现种”直播模式，成功提升了品牌的曝光度和用户参与度，增强了品牌的环保先锋形象和社会影响力。同时，公益直播显著提升了公众的环保意识和参与度，促进了社会的可持续发展。然而，蚂蚁森林在直播内容多样性、用户互动机制和长期可持续性方面仍面临挑战。本文提出了优化资源配置、增加直播内容多样性、提高直播频次和加强数据隐私保护等对策，为公益直播的品牌营销战略提供了有益的借鉴和启示。
In the context of the rapid development of Internet technology, the live streaming platform has become an important tool for information dissemination, commercial marketing and social welfare. This paper takes Ant Forest’s public welfare live streaming activity on the TikTok platform as an example to explore the brand image shaping and marketing strategy in public welfare live streaming. By, taking Ant Forest’s public welfare live streaming as an example, it uses SWOT method to analyze its marketing environment. At the same time, the impact of public welfare live streaming on the brand image shaping is analyzed based on the brand image management theory and customer loyalty theory. It is found that Ant Forest has successfully enhanced the brand’s exposure and user participation through the live streaming mode of “cash-in seeding”, and strengthened the brand’s image as a pioneer in environmental protection and social influence. At the same time, the public welfare live streaming has significantly increased the public’s environmental awareness and participation, and promoted the sustainable development of the society. However, Ant Forest still faces challenges in terms of live streaming content diversity, user interaction mechanism and long-term sustainability. This paper proposes countermeasures such as optimising the allocation of resources, increasing the diversity of live streaming content, increasing the frequency of live streaming and strengthening the protection of data privacy, which provide useful reference and inspiration for the brand marketing strategy of public welfare live streaming.