【摘要】：在新媒體廣告環(huán)境下,明星代言人的式微與虛擬代言形象在成本、媒體適應(yīng)性、品牌專屬度、靈活的可塑性、藝術(shù)表現(xiàn)方式多樣等方面優(yōu)勢,使企業(yè)進行品牌推廣時有更廣泛的選擇。很多公司在這方面做出了有益嘗試,也收到較好的回報,但是從整體上來說還沒有引起大部分企業(yè)的重視,沒有從企業(yè)長遠發(fā)展的角度塑造一個穩(wěn)定的、有持續(xù)生命力的、原創(chuàng)的企業(yè)形象,從而健康有序的進行商業(yè)活動。 本文首先從虛擬代言形象的界定、分類、功能、藝術(shù)特征和數(shù)字化時代烙印等方面做簡要概述。其次,分析了虛擬代言形象的優(yōu)勢,并從消費符號、消費心理、消費群體形態(tài)特征、泛動態(tài)影像時代特征幾個方面分析其流行的理論依據(jù)。然后,是分析虛擬代言形象的設(shè)計元素需體現(xiàn)企業(yè)形象、企業(yè)的創(chuàng)新力與角色的超能力、企業(yè)的娛樂性與藝術(shù)治療、企業(yè)文化理念與角色的文化符號等方面要素,同時還應(yīng)當(dāng)具備商品競爭力、角色的文化功能、高度的互動性、旺盛的生命力、引導(dǎo)實踐性和角色時代感幾個流行因素。再次,分析虛擬代言形象的媒體傳播途徑,分析了網(wǎng)絡(luò)、游戲、數(shù)字電視、數(shù)字戶外廣告、手機和其他移動設(shè)備的特點和優(yōu)勢,并分析了企業(yè)宣傳的廣告策略,總結(jié)了企業(yè)以虛擬代言形象為推廣主角的產(chǎn)業(yè)鏈分析和廣告運作模式。最后,分析了適合我國企業(yè)虛擬代言形象發(fā)展的推廣問題,讓企業(yè)認識到虛擬代言形象的優(yōu)勢,并總結(jié)適合中國企業(yè)進行角色行銷的幾點思考。 根據(jù)未來媒體的發(fā)展趨勢,虛擬產(chǎn)業(yè)經(jīng)濟下的品牌形象塑造需要以虛擬代言形象為攻心術(shù)的實施者,達到企業(yè)盈利的目的。
[Abstract]:In the new media advertising environment, the declining and virtual endorsements of celebrity spokesmen have the advantages of cost, media adaptability, brand specificity, flexible plasticity, variety of artistic expression, etc. Make the enterprise carry on the brand promotion to have the wider choice. Many companies have made useful attempts in this respect and received better returns, but on the whole they have not attracted the attention of most enterprises, and have not created a stable, sustainable one from the perspective of the long-term development of the enterprises. Original corporate image, thus healthy and orderly business activities. Firstly, this paper gives a brief overview of the definition, classification, function, artistic features and the brand of the digital era of virtual endorsements. Secondly, this paper analyzes the advantages of virtual endorsements, and analyzes the theoretical basis of its popularity from the aspects of consumption symbols, consumer psychology, the characteristics of consumer group morphology and the characteristics of the pan-dynamic image era. Then, it is necessary to analyze the design elements of virtual endorsement image, such as the enterprise image, the innovation ability of the enterprise and the super ability of the role, the entertainment and art therapy of the enterprise, the concept of enterprise culture and the cultural symbol of the role, and so on. At the same time, we should also have the commodity competitiveness, the cultural function of the role, the high interaction, the exuberant vitality, the guidance practice and the role time feeling several popular factors. Thirdly, it analyzes the media communication channels of virtual endorsement image, analyzes the characteristics and advantages of network, games, digital TV, digital outdoor advertising, mobile phone and other mobile devices, and analyzes the advertising strategies of enterprises. This paper summarizes the industry chain analysis and advertising operation mode in which the virtual endorsement image is used as the main role. Finally, this paper analyzes the promotion of virtual endorsements for Chinese enterprises, makes enterprises realize the advantages of virtual endorsements, and summarizes some thoughts on role marketing suitable for Chinese enterprises. According to the development trend of the media in the future, the brand image molding under the virtual industry economy needs to take the virtual endorsement image as the implement of attacking the mind, to achieve the purpose of enterprise profit.
【學(xué)位授予單位】：武漢紡織大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：J524.3;F713.8

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