叙事性理论在虚拟数字人IP领域的应用策略研究——以“钉哥、钉妹和钉三多”为例

Research on the application strategy of narrative theory in the field of virtual digital human IP:taking“Dingge,Dingmei and Dingsanduo”as an example

随着技术的进步,虚拟数字人IP作为新兴文化现象,不仅重新定义了娱乐产业格局,更深刻塑造了人们的认知与情感互动方式。文章探讨了叙事性理论在虚拟数字人IP领域应用的可行性,通过分析叙事性理论的概念,结合当前品牌虚拟IP运营现状及存在的问题,提出了将叙事性理论应用于虚拟数字人IP的赋能策略,以钉钉App开发的虚拟数字人“钉哥、钉妹和钉三多”为例,探讨了叙事性理论对IP生态周期的影响,并展现了虚拟数字人IP在现实世界的应用潜力,展望了未来研究方向,致力于进一步深化叙事性理论在虚拟数字人IP领域的应用。

With the advancement of technology,virtual digital human IP,as an emerging cultural phenomenon,has not only redefined the pattern of the entertainment industry,but also profoundly shaped people’s cognitive and emotional interactions.This paper discusses the application feasibility of narrative theory in the field of virtual digital human IP.By analyzing the concept of narrative theory,combined with the current situation and existing problems of brand virtual IP operation,it proposes an enabling strategy to apply narrative theory to virtual digital human IP.Taking the virtual digital human“Dingge,Dingmei and Dingsanduo”developed by the Ding Talk App as a case,this paper explores the impact of narrative theory on the IP ecological cycle and demonstrates the application potential of virtual digital human IP in the real world,puts forward future research directions,which is committed to further deepening the application of narrative theory in the field of virtual digital human IP.