个人品牌型虚拟数字人的打造:情感实践的策略  

Creating a Personal Brand-oriented Virtual Influencer:The Strategy of Emotional Practices

作　　者：徐震南 刘茜[1] 刘桂林 Xu Zhennan;Liu xio;Liu Guilin(School of Economics and Management,Tsinghua University)

机构地区：[1]清华大学经济管理学院市场营销系

出　　处：《营销科学学报》2023年第4期123-143,共21页Journal of Marketing Science

摘　　要：随着元宇宙技术的发展,虚拟数字人成为了企业营销实践活动的重要载体,但现有研究尚欠缺对虚拟数字人成长机制的探讨。本研究以一家业界领先企业旗下6位虚拟数字人的微博内容为核心数据展开探索,提出了个人品牌型虚拟数字人的概念,从企业主导营销实践的角度,建立了虚拟数字人个人品牌化的路径模型。模型突出了以人物典型定位和人物自我叙事构建为核心的情感实践策略对于虚拟数字人个人品牌确立的作用,并梳理出整合虚拟数字人作为“人”的一面和作为技术的一面,以身份认同和直观形象打造其影响力的叙事机制。以此为基础,本研究指出了企业在虚拟数字人品牌化实践中有必要关注的方向。With the rapid development of digital technology,virtual influencers have become an important carriers of corporate marketing practices.However,existing research lacks exploration of the growth process of virtual influencers.This study proposes the concept of virtual influencer's personal brand through an interpretative research of a core datasets of six virtual influencers under a leading industry company's Weibo accounts.From the perspective of corporate-led marketing practices,a process model for the personal branding of virtual influencers is established in this research.The model highlights the role of emotional practices,centered around character positioning and self-narration,in establishing the personal brand of virtual influencers.It also elucidates the narrative mechanisms that integrate the human aspect and the technological aspect of virtual influencers,and the role of identity recognition and intuitive image-building in shaping their influence.Based on this,the study points out the directions that corporates need to focus on in the practice of branding virtual influencers.

关 键 词：虚拟数字人 个人品牌 叙事 情感文化 

分 类 号：F274[经济管理—企业管理] F273.2[经济管理—国民经济]