百度虚拟员工度晓晓的IP开发：拟人互动、企业赋能和电商模式创新的共演

Baidu Virtual Employee Du Xiaoxiao’s IP Development: A Co-Performance of Anthropomorphic Interaction, Enterprise Empowerment, and E-Commerce Model Innovation

摘要: 随着数字技术的飞速发展，虚拟员工已成为企业运营和营销的新宠。虚拟员工IP作为数字时代的产物，不仅具备特殊的互动属性，而且还能带来企业价值提升，为品牌赋能。本文以百度的虚拟员工度晓晓为主要研究案例，通过梳理相关文献及权威行业报告，旨在探讨虚拟员工IP开发机遇、电商模式创新、发展弊端与未来前景。通过对虚拟员工IP的开发模式进行分析，能够帮助企业与品牌建立和Z世代的沟通桥梁，在数字化升级的浪潮中实现营销增长。

Abstract: With the rapid development of digital technology, virtual employees have become the new favorite of enterprise operations and marketing. Virtual employee IP, as a product of the digital age, not only has special interactive attributes, but also can bring enterprise value enhancement and empower brands. This article takes Baidu’s virtual employee Du Xiaoxiao as the main research case, and through reviewing relevant literature and authoritative industry reports, aims to explore the opportunities for virtual employee IP development, e-commerce model innovation, development drawbacks, and future prospects. By analyzing the development model of virtual employee IP, it can help enterprises and brands establish a communication bridge with Generation Z and achieve marketing growth in the wave of digital upgrading.