摘要
数字技术驱动着虚拟偶像产业不断实现新的突破,实现了更多营销场景应用和商业价值创造。本文基于对虚拟偶像营销的相关文献的整理与分析,首先对虚拟数字人的定义、分类以及虚拟偶像的生产与发展进行了系统性叙述。通过虚拟偶像营销领域广泛的文献检索和深入分析发现:已有研究大多关注虚拟偶像产业在技术视角和社会视角的研究议题,其中技术视角的研究探讨了数字技术对虚拟偶像发展的驱动、元宇宙赋能以及当前仍存在的技术问题;社会视角的研究关注虚拟偶像与粉丝关系的演化、数字劳工现象以及法律体系的建立与完善;涉及的主要理论包括印象管理理论、符号消费理论、补偿性媒介理论和情感价值理论;目前虚拟偶像应用以经济导向为主,主要依托粉丝经济进行变现。
Digital technology is driving the virtual idol industry to constantly achieve breakthroughs,enabling application in more marketing scenarios and commercial value creation.Based on the sorting and analysis of relevant literature on virtual idol marketing,this paper first systematically describes the definition and classification of virtual digital humans,as well as the production and development of virtual idols.Through extensive literature search and in-depth analysis in the field of virtual idol marketing,it is found that most of the existing research focuses on the topics of virtual idol industry from the technical and social perspectives;the research from a technical perspective explores the driving role of digital technology on the development of virtual idols,the empowerment of the metaverse,and the existing technical problems;the research from a social perspective focuses on the evolution of the relationship between virtual idols and fans,the phenomenon of digital labor,and the establishment and improvement of legal systems;the main theories involved include impression management theory,symbolic consumption theory,compensatory media theory,and emotional value theory;the application of virtual idols is mainly economy-oriented,relying largely on fan economy for monetization.
作者
华安妮
Hua Anni(Business School,Guilin University of Technology,Guilin,Guangxi,541000)
出处
《中国商论》
2024年第22期75-78,共4页
China Journal of Commerce
关键词
虚拟偶像
市场营销
技术视角
社会视角
粉丝经济
virtual idols
marketing
technical perspective
social perspective
fan economy
