VR营销:现状、问题与对策

VR Marketing:Current Situation,Problems and Countermeasures

VR营销作为一种继原生广告、数字营销之后发展起来的以技术为导向的新型营销手段,已经给营销领域带来全新的冲击。VR技术与营销极高的契合度使其从一开始就受到了营销界的青睐,并在社交、医疗、旅游等领域得到广泛应用,逐渐改变甚至颠覆传统的营销行业。当然,它的进一步发展仍面临着诸多问题。要打破VR营销困境,需要从技术瓶颈的突破,内容生产的专业化、产业化,用B端市场带动C端市场,以及多途径组建VR营销团队等四个方面着手。

As a new marketing mode based on VR technology,VR marketing is now changing the market-ing industry after the spread of native advertising and digital marketing.Since the characteristics of VR technology can perfectly meet the needs of marketing,it is favored by the marketing community from the very beginning.In addition,VR technology is widely used in various fields,such as social networking?medical practice,tourism?etc.and it has gradually subverted the structure of tradition-al marketing industry.However,the application of VR technology in the field of marketing is still confronted with many problems.To break the dilemma in VR marketing,we should proceed mainly from the following four aspects:further developing the VR technology,specializing and industriaii-zing the content production,developing the business and consumer market cooperatively and building the VR marketing teams in multiple ways.