数字藏品营销的品牌赋能机制研究——基于数码物生命周期视角

Research on Brand Empowerment Mechanism of Digital Collection Marketing:a Life Cycle Perspective of Digital Objects

数字藏品是元宇宙连接现实世界的主要资产载体。数字藏品营销一方面激发了内容创作者的创新实践热情,另一方面却又在品牌赋能方面遭受质疑。文章基于数码物生命周期理论,以区块链底层技术为切入点来阐释数字藏品的价值根基;以关系构建视角来探讨数字藏品的生存方式;基于转导逻辑,从时空两个维度探寻同时契合品牌与数字藏品的营销方式,进而促进品牌资产的数字化升级。

Digital collections are the main asset carrier connecting the real world with the metaverse.On the one hand,digital collections marketing arouses the enthusiasm of creative practice of content creators.On the other hand,it is questioned in the aspect of brand empowerment.Based on the life cycle theory of digital objects,this paper firstly takes the underlying technology blockchain as the entry point to explain the value foundation of digital collections,explores the existence of digital collections from the perspective of relationship construction,and explores the marketing methods that fit the brand and digital collection from the two dimensions of time and space based on transduction,so as to promote the digital upgrade of brand equity.