A Study Of The RED Key Opinion Customer Content Marketing On Field Theory

With the changes in media technology and consumption environment,in the field of brand marketing,content marketing has gradually become an important strategic capability of today’s enterprises,and the content recommendation platform such as RED has become the main platform for brands to carry out content marketing.On RED,Key Opinion Consumers(KOCs)have become the trusted agents of consumers with high-quality and authentic product-recommending content,as well as well-recognized marketing value.However,there are still cognitive and methodological difficulties in the practice of KOC marketing.In order to explore the value,position and interactive relationship of KOC in the content marketing field and provide suggestions for KOC content marketing,this study conducted the research through the research methods of participant observation and in-depth interview,and adopts analytical framework of field theory and breaks down the process of KOC’s marketing promotion into entry,presence,and exit.First,it explores the accumulation of symbolic capital before the entrance of KOC;secondly,it describes and analyzes the environment of the KOC marketing content field in RED,reveals the position,power,capital status and the interactive relationship of different actors within the field,and summarizes the strategy of KOC marketing content production;finally,the paper reveals the imbalance dilemma and exit crisis facing KOCs.To further optimize the KOC marketing effectiveness and give full play to the value of KOC marketing,this paper puts forward suggestions to advertisers and KOCs.In the end,this paper reflected on the shortcomings and forecasted the improvement direction of KOC content marketing research in the future.The biggest innovation of this research is that it applies the field theory to KOC content marketing,and reveals the dynamic change process of KOC’s position,and finally returns to the marketing practice to provide suggestions for brands.