基于对比视角的网红营销虚拟化研究

Research on the Virtualization of Internet Celebrity Marketing based on a Comparative Perspective

数字营销时代中,虚拟与现实的界限正在被打破。虚拟网红作为虚拟现实技术的实践应用模式,无论在实践界还是学术界都成为前沿焦点。本研究首先从真实网红影响机制的框架出发,在回顾真实网红影响机制的基础上确认和虚拟化课题的连接点,分析网红经济走向虚拟化的必然性。其次从技术发展、内容投放与内容共创、准社会关系三个方面详细讨论网红经济虚拟化的推动因素以及各因素之间的动态关系,总结和真实网红相比虚拟网红在市场营销应用中的优劣。最后总结了当下虚拟网红研究的现状与困境,并扩展到更大的视角,讨论数字营销背景下技术发展与市场营销,现实与虚拟之间的矛盾。

In the era of digital marketing,the boundary between virtual and reality is being broken.As a practical application model of virtual reality technology,virtual internet celebrity has become a cutting-edge focus in both the practical and academic fields.This study first starts from the framework of the real online celebrity influence mechanism,confirms the connection point with the virtualization topic on the basis of reviewing the real online celebrity influence mechanism,and analyzes the inevitability of Wanghong economy moving towards virtualization.Secondly,from three aspects of technology development,content delivery and content co creation,and quasi social relations,the paper discusses in detail the driving factors of Wanghong economy virtualization and the dynamic relationship between various factors,and summarizes the advantages and disadvantages of virtual online celebrity in marketing applications compared with real online celebrity.Finally,the current status and challenges of virtual internet celebrity research were summarized and expanded to a larger perspective,discussing the contradiction between technological development and marketing in the context of digital marketing,as well as between reality and virtuality.