元宇宙视角下智能体验营销流程再造的研究  

Research on the Reconstruction of Intelligent Experiential Marketing Processes from the Perspective of the Metaverse

作　　者：梁雅婷 林玉莲 

机构地区：[1]广西财经学院工商管理学院,广西 南宁 [2]暹罗大学国际学院,泰国 曼谷

出　　处：《现代管理》2024年第4期731-735,共5页Modern Management

摘　　要：在数字技术的快速发展下,元宇宙将成为营销内容生产的崭新平台。目前,元宇宙的突破口在体验内容,随着元宇宙概念的发展和渗透,体验虚拟内容与沉浸式实体内容的融合程度将会越来越高,对于未来的营销场景是一个机会,也是一项全新的挑战。因此,本文结合元宇宙虚拟场景的无限拓展性、数字身份的塑造性和潜在经济价值的创造性,基于人工智能和数据挖掘技术为技术底座,从用户、信息、技术等三个维度展开体验营销流程再造的研究。With the rapid development of digital technology, the metaverse will become a brand new platform for marketing content production. Currently, the breakthrough point of the metaverse lies in experiential content. As the concept of the metaverse continues to evolve and penetrate, the integration between experiential virtual content and immersive physical content will become increasingly significant. This presents both an opportunity and a brand new challenge for future marketing scenarios. Therefore, this study combines the infinite expansiveness of metaverse virtual scenes, the shaping power of digital identities, and the creative potential of economic value, based on artificial intelligence and data mining technology as the technical foundation, to explore the reconstruction of experiential marketing processes from three dimensions: users, information, and technology.

关 键 词：元宇宙 体验营销 数字技术 虚拟场景 

分 类 号：G63[文化科学—教育学]