建构元宇宙:再部落化媒介生态下的虚拟数字人营销探索

Constructing the Metaverse:an Exploration of Virtual Digital Human Marketing under the Retribalization of Media Ecology

随着高新技术的发展,媒介生态发生了巨大的改变,以虚拟数字人为代表的产业开始在媒介融合中诞生。“再部落化”的媒介生态也逐渐兴起,同时作为新型营销范式的虚拟数字人营销更加刺激着消费者想象,行业之间的壁垒日益被打破,各个领域、行业的联系加深,隔膜逐渐消弭。在此背景下,虚拟数字人不仅代表着时代发展的产物,亦是科技进步发展的产物,更是建构互联网下一个形态“元宇宙”的重要路径。过去的营销传播理念很难契合如今“再部落化”媒介生态的发展需要,此外,目前的虚拟数字人营销也面临着更新营销传播理论的问题。在此,在结合传播学、营销学、社会学等理论的基础上,对“再部落化”媒介生态下的虚拟数字人营销模式的运作问题进行了深入分析。

With the development of high and new technology,the media ecology has undergone tremendous changes,and industries represented by virtual digital people have begun to be born in the convergence of media.The media ecology of "re-tribalization" is also gradually emerging.At the same time,virtual digital human marketing,which is a new marketing paradigm,stimulates consumers’ imaginations.The barriers between industries are increasingly broken;the connection between various fields and industries is deepened,and the barriers are gradually disappearing.In this context,virtual digital humans not only represent the product of the development of the times,but also the product of technological progress and development,even an important path to constructing the next form of the Internet "metaverse".The old marketing communication concept is difficult to meet the development needs of the "re-tribalization" media ecology,and virtual digital human marketing is also facing the problem of updating the marketing communication theory.Therefore,this article combines the theories of communication,marketing,sociology and other theories to deeply analyze how the virtual digital human marketing model works under the "re-tribalization" media ecology.