摘要
随着数字化传播技术的迅猛发展，内容营销逐渐成为企业提升品牌认知度的重要手段之一，其效果评估也成为学术界和实践领域关注的核心议题本研究以内容营销对企业品牌认知度的影响为切入点，旨在探讨不同形式的内容营销策略对品牌认知度的具体作用机制及实际效果基于此，研究选取了多个行业中的典型企业作为案例样本，通过问卷调查、深度访谈和大数据分析相结合的方法，从消费者感知、信息传播效率及品牌价值转化三个维度构建了综合评估体系研究发现，高质量、个性化的内容能够显著增强消费者的参与感与认同感，从而有效提升品牌认知度此外，社交媒体平台的互动性和病毒式传播特性在放大内容营销效果方面发挥了关键作用基于上述结果，本研究提出了一种动态优化的内容营销框架，强调根据目标受众特征和媒介环境灵活调整策略这一创新性框架为企业提供了更具操作性的指导方案，同时丰富了内容营销理论体系的整体建构最终，研究结论表明，内容营销的效果不仅取决于内容本身的质量，还与传播渠道的选择和受众反馈的及时调整密切相关，这为未来相关领域的研究奠定了重要基础
关键词：内容营销；品牌认知度；消费者感知；社交媒体传播；动态优化框架
Abstract
With the rapid development of digital communication technologies, content marketing has gradually become one of the key strategies for enterprises to enhance brand awareness, and its effectiveness evaluation has also become a core issue of concern in both academic and practical domains. This study focuses on the impact of content marketing on corporate brand awareness, aiming to explore the specific mechanisms and actual effects of different forms of content marketing strategies on brand recognition. Based on this, the research selects typical enterprises from multiple industries as case samples, employing a combination of questionnaire surveys, in-depth interviews, and big data analysis to construct a comprehensive evaluation system from three dimensions: consumer perception, information dissemination efficiency, and brand value conversion. The findings indicate that high-quality, personalized content can significantly enhance consumers' sense of participation and identification, thereby effectively improving brand awareness. Moreover, the interactivity and viral传播 characteristics of social media platforms play a crucial role in amplifying the effects of content marketing. Based on these results, this study proposes a dynamic optimization fr amework for content marketing, emphasizing the need to flexibly adjust strategies according to target audience characteristics and media environments. This innovative fr amework provides enterprises with more operational guidance solutions while enriching the overall construction of the content marketing theory system. Ultimately, the conclusion reveals that the effectiveness of content marketing depends not only on the quality of the content itself but also on the selection of communication channels and timely adjustments based on audience feedback, laying an important foundation for future research in related fields.
Keywords：Content Marketing; Brand Awareness; Consumer Perception; Social Media Communication; Dynamic Optimization fr amework
目 录
摘要 I
Abstract II
一、绪论 1
(一) 内容营销与品牌认知度提升的研究背景 1
(二) 研究内容营销效果评估的意义 1
(三) 国内外研究现状分析 2
二、内容营销对企业品牌认知度的核心机制 2
(一) 品牌认知度的理论基础 2
(二) 内容营销对品牌认知的影响路径 3
(三) 关键驱动因素分析 3
三、内容营销效果评估的指标体系构建 4
(一) 效果评估的基本原则 4
(二) 核心评估指标的设计 4
(三) 数据收集与分析方法 5
四、实证研究：内容营销对品牌认知度的提升效果 5
(一) 案例企业选择与研究设计 5
(二) 内容营销策略实施与数据采集 6
(三) 结果分析与讨论 7
结 论 8
参考文献 9
