数字时代的虚拟形象营销——以花西子为例  

Marketing Using Virtual Human in the Digital Age—Taking Florasis as an Example

作　　者：张志鹏 韩沈超 

机构地区：[1]杭州电子科技大学经济学院,浙江 杭州

出　　处：《商业全球化》2023年第3期74-82,共9页Business and Globalization

摘　　要：随着数字技术的不断发展和元宇宙的兴起,企业的营销方式也在紧跟时代潮流,越来越多的企业选择使用虚拟形象作为新的营销方式。本文对虚拟形象营销做出概念界定并探究其成因,并以花西子品牌为例,基于SWOT理论对“花西子”营销策略及其效果分析,并对其的未来发展战略提出了建议。As digital technology continues to advance and the metaverse emerges, enterprises are adapting their marketing strategies to keep up with the latest trends. One emerging trend is the use of a virtual human approach to marketing. This article provides a concise overview of virtual human marketing and examines its implementation by the brand Florasis. Using the SWOT analysis framework, an analysis of virtual human “Huaxizi” marketing is presented, and recommendations are provided for its future development strategy.

关 键 词：虚拟形象 数字营销 花西子 

分 类 号：F27[经济管理—企业管理]