随着移动互联网的发展，内容产业正在迅速发展起来。像今日头条、快手、抖音这样的内容平台正在大量分散着用户的注意力。因此，快消品电商企业开始注重如何通过内容将用户和产品连接起来，内容营销的方式正在获得更多的电商从业者的推崇和运用。YM公司是北美地区的一家亚洲商品购物平台，其用户群体大部分来自中国国内，在内容+电商的大环境影响下，该公司从2016年开始发力内容营销。由于笔者曾在YM公司工作，对其中的运营之道有一定的了解，在工作中也对内容营销策略有全局的思考与尝试。 本文首先运用文献研究法梳理内容营销理论的发展历程，同时对“内容营销”的概念进行界定，指出内容营销是通过创造、发布和传播不同形态的内容来向用户提供有价值的信息，从而吸引并留住明确的目标受众并最终驱动有利可图的用户行为。在概念界定的基础上，本文对内容营销的特点进行归纳，指出内容+电商的运营模式主要分为内容平台电商化和电商平台内容化两大类型。然后，笔者对内容营销实施的全流程进行分拆和梳理，提出营销模式、内容定位、内容策划、内容传播和效果测量是内容营销应用于快消品电商的五大关键要素。企业要想实现内容营销的目标，不能孤立看待任何一个环节，必须对影响整个内容营销流程的这五个关键要素进行不断的打磨。接下来，笔者使用理论与企业案例结合的方法，基于内容营销的理论和五大关键要素的分析框架针对案例企业YM公司现有的内容营销策略进行探讨，以AISAS理论为依据制定数据评估指标并搭建评估模型，对YM公司当前的内容营销效果进行评估，以数据为导向指出其在具体策略实施过程中的可取之处和不足之处。最后，文章归纳了快速消费品电商要基于“自身产品和品牌定位、目标用户群体和渠道特点”，遵循 “内容+渠道+评估”的总体思路进行内容营销策略的构建。并在此原则下，提出针对YM企业内容营销策略的改进方案，包括完善内容差异化定位，搭建营销矩阵，丰富内容形态，重视数据化营销导向等。 笔者希望本文的研究内容能为YM公司的内容营销策略的优化提供合理的建议，同时也能为其他快消品电商企业或品牌提供一定的参考价值。

With the development of mobile Internet, content industry is developing rapidly. Content platforms such as today's headlines, fast-handed, tremolo are distracting users. Therefore, fast consumer e-commerce enterprises begin to pay attention to how to connect users and products through content. Content marketing is being respected and applied by more e-commerce practitioners. YM is an Asian commodity shopping platform in North America. Most of its users come from China. Under the big environment of content + e-commerce, YM has been working on content marketing since 2016. Because I have worked in YM company, I have a certain understanding of the way of operation, and I also have a global thinking and attempt on content marketing strategy in my work. Firstly, this paper combs the development process of content marketing theory with literature research method, and defines the concept of "content marketing". It points out that content marketing provides valuable information to users by creating, publishing and disseminating different forms of content, so as to attract and retain a clear target audience and ultimately drive profitable user behavior. Based on the definition of concept, this paper summarizes the characteristics of content marketing, and points out that the operation mode of content + e-commerce is mainly divided into two types: content platform e-commerce and e-commerce platform content. Then, the author separates and combs the whole process of content marketing implementation, and puts forward that marketing mode, content positioning, content planning, content dissemination and effect measurement are the five key elements of content marketing applied to fast consumer e-commerce. If an enterprise wants to achieve the goal of content marketing, it can not treat any link in isolation. It must constantly polish the five key elements that affect the whole content marketing process. Next, the author uses the method of combining theory with enterprise case, based on the theory of content marketing and the analysis framework of five key elements, to discuss the existing content marketing strategy of YM Company. Based on AISAS theory, the author formulates data evaluation indicators and builds evaluation model, evaluates the current content marketing effect of YM Company, and points out that YM Company is in a data-oriented way. Advantages and shortcomings in the implementation of specific strategies. Finally, the article concludes that FMCG e-commerce should construct content marketing strategy based on its own product and brand positioning, target user groups and channel characteristics, following the general idea of "content + channel + evaluation". Based on this principle, this paper puts forward the improvement plan for YM enterprise's content marketing strategy, including improving content differentiation positioning, building marketing matrix, enriching content form, and attaching importance to data-based marketing orientation. The author hopes that the content of this study can provide reasonable suggestions for the optimization of YM company's content marketing strategy, and also provide some reference value for other fast consumer e-commerce enterprises or brands.