元宇宙语境下的时尚品牌营销——以Gucci为例  

Fashion Brand Marketing in the Metaverse Context——Taking Gucci as an Example

作　　者：胡钰敏 HU Yumin(Xiamen University Tan Kah Kee College Zhangzhou,Fujian 363123)

机构地区：[1]厦门大学嘉庚学院,福建漳州363123

出　　处：《中国商论》2023年第24期90-93,共4页China Journal of Commerce

摘　　要：元宇宙语境下,品牌的营销生态、品牌传播呈现出与传统数字营销不同的特点。品牌在元宇宙中的消费者主要是现实用户的数字替身,NFT数字藏品在实现对“货”重构的同时带来新的销售增长空间,元宇宙中的“场”是去中心化的并且拥有特定的价值观背景,用户在这些场景中表达自我、自由创造,与品牌共同创意,实现价值生产和交换。元宇宙高度沉浸式、信息海啸的社会生态造成品牌意义消解、品牌独特性消失的“内爆”危机,但是元宇宙中更丰富的内容创意生产形式、算力更强大的技术基础也为品牌传播带来新发展机遇。品牌的元宇宙营销趋势主要表现在四个方面:虚实结合、面向数字替身、全时互动、共创共建。In the context of the metaverse,the marketing ecology and brand communication of brands present different characteristics from traditional digital marketing.Consumers of brands in the metaverse are mainly digital representatives for real users,and NFT digital collections bring new sales growth while reconfiguring“production”.“Scene”in the metaverse is decentralized and has specific value backgrounds,and users express themselves and create freely in the scene to achieve value production and exchange with brands.The highly immersive,information tsunami social ecology of the metaverse has caused the“explosive”crisis of brand meaning dissolution and brand uniqueness disappearance,but the richer forms of creative content production and the stronger technological basis of computing power in the metaverse have also brought new development opportunities for brand communication.The metaverse marketing trend of brands is mainly manifested in four aspects:the combination of the virtual and reality,facing digital representatives,full-time interaction,and co-creation and co-construction.

关 键 词：元宇宙 品牌营销 新人货场理论 营销传播 D2A商业模式 

分 类 号：F063.2[经济管理—政治经济学]