基于数字时代的品牌NFTs营销策略研究  

Research on Marketing Strategies of the Brand NFTs in the Digital Era

作　　者：张媛[1] 周娴 张炎 ZHANG Yuan;ZHOU Xian;ZHANG Yan(Wuhan Institute of Technology Wuhan,Hubei 430205)

机构地区：[1]武汉工程大学,湖北武汉430205

出　　处：《中国商论》2023年第8期71-73,共3页China Journal of Commerce

摘　　要：“元宇宙”时代的到来,改变了各大品牌传统的营销方式,使品牌营销更加多元化。数字时代背景下,品牌纷纷加入NFTs营销大军,NFT正在成为数字艺术品市场的“顶流”。奈雪、雅诗兰黛等品牌借势打出了数字营销组合拳,品牌从IP形象挖掘、数字藏品营销玩法设定、数字藏品营销流程等方面出发,搭建了一套完整的营销系统。品牌NFTs营销利用NFT数字藏品“非同质化”的特点给品牌赋能,提高了用户的参与度和忠诚度,提高商品附加值,促进品牌UGC的发展。The advent of the“metauniverse”era has changed the traditional ways mainstream brands used to market,making brand marketing more diversifi ed,and in the digital era,brands have adopted NFTs marketing.NFT is becoming the leader of the digital art market.Naixue,Estee Lauder and other brands take advantage of the trend of the digital marketing mix.In terms of IP image mining,digital collection marketing plays,digital collection marketing processes and other aspects,a complete marketing system has been built into brands.The brand NFTs marketing makes use of the“non-homogeneous”characteristics of NFT digital collections to empower the brand,improve user engagement and loyalty,increase the added value of goods,and promote the development of the brand UGC.

关 键 词：数字藏品 品牌 NFTs营销 营销流程 元宇宙 

分 类 号：F724.6[经济管理—产业经济]