移动应用中的增强现实:体验营销的新路径  

Augmented Reality in Mobile Applications: A New Pathway for Experiential Marketing

作　　者：陈敬巍 

机构地区：[1]浙江理工大学理学院,浙江 杭州

出　　处：《电子商务评论》2025年第1期632-639,共8页E-Commerce Letters

摘　　要：本文聚焦于增强现实(AR)技术在移动应用中的应用及其在体验营销中的创新发展。AR技术通过将虚拟内容与现实世界结合,显著提升了用户的互动体验,成为品牌创新的重要工具。通过分析AR技术的功能与实现方式,详细介绍其在用户体验中的提升效果,如虚拟试衣、产品展示等。此外,本文还深入探讨了AR技术在不同营销场景中的实际应用,展示了其在品牌互动中的潜力。最后,本文展望了AR技术在未来体验营销中的发展潜力,讨论了技术成本、隐私安全等挑战,并提出了应对策略。本文旨在为品牌在竞争激烈的市场中利用AR技术提升用户体验和市场竞争力提供参考。This paper focuses on the application of Augmented Reality (AR) technology in mobile applications and its innovative development in experiential marketing. By merging virtual content with the real world, AR significantly enhances user interaction, becoming a crucial tool for brand innovation. The paper analyzes AR technology’s functions and implementation, detailing its impact on user experience, such as virtual try-ons and product displays. Additionally, it explores AR’s practical applications across various marketing scenarios through successful case studies, showcasing its potential in brand interaction. The paper concludes by discussing AR’s future prospects in experiential marketing, addressing challenges such as technological costs and privacy concerns, and proposing strategies for overcoming these issues. This study aims to provide insights for brands on leveraging AR technology to enhance user experience and market competitiveness in a highly competitive environment.

关 键 词：增强现实 体验营销 用户体验 技术创新 

分 类 号：F42[经济管理—产业经济]