“元宇宙营销”的价值、困境与路径研究——基于人、社交、互动视角

Research on the Value, Dilemma and Path of "Meta Universe Marketing"——Based on the Perspective of Human, Social Communications and Interaction

2021年元宇宙火爆出圈,迅速成为科技界新宠,投资界摩拳擦掌,国外企业纷纷入局,国内企业快速跟进,范围涉及游戏、房产、教育、金融、旅游、零售等众多行业领域,一时间“一切皆可元宇宙”甚嚣尘上。企业基于人工智能、虚拟现实、区块链等核心技术,打造“虚拟数字人”,发行“非同质化代币”等纷纷试水元宇宙。虽然元宇宙大众化普及尚需时日,却为“营销界”开辟了一副新天地。营销之于元宇宙,值得我们深入探讨其价值与困境,探寻其可能的演进路径。

Metaverse was popular and became quickly a new favorite in the scientific and technological circles in 2021.The investment community was gearing up,the foreign enterprises were incoming one after another and domestic enterprises followed up quickly,covering many industries such as games,real estate,education,finance,tourism,retail and so on.For a time,"everything can be Metaverse"was rampant.Based on artificial intelligence,virtual reality,blockchain and other core technologies,enterprises create"virtual digital people"and issue"non-homogeneous tokens"to test the water meta universe one after another.Although the popularity of the meta universe still takes time,it opens up a new world for the"marketing community".Marketing to the meta universe is worth exploring its value and dilemma and exploring its possible evolution path.