虚拟偶像设计在品牌人格化构建及传播中的策略研究

Research on the Strategy of Virtual Idol Design in Brand Personalization Construction and Communication

摘要: 在数字技术不断发展的当下，虚拟偶像作为品牌人格化构建过程中的重要抓手。它们不仅能够跨越现实与虚拟的界限，吸引广大消费者的关注，还能为品牌打造独特的个性。本文旨在将马斯洛需求理论和情感化设计相互映射，深入分析虚拟偶像在品牌人格化构建中的需求和优势，从本能层面剖析虚拟偶像的品牌形象人格，从行为层面探索其品牌感知人格，并从反思层面深入挖掘其品牌精神人格。从品牌发展的视角来看，通过情感化设计三个层面打造的虚拟偶像介入品牌人格化构建，有助于提升消费者对品牌的认可度和忠诚度，从而拓宽品牌方的发展路径，推动品牌传播。

Abstract: With the continuous development of digital technology, virtual idol plays an important role in the process of brand personification. They not only cross the boundary between reality and virtual, attract the attention of consumers, but also create a unique personality for the brand. This paper aims to map Maslow’s demand theory and emotional design to each other, deeply analyze the needs and advantages of virtual idol in brand personification construction, analyze the brand image personality of virtual idol from instinct level, explore its brand perception personality from behavior level, and deeply excavate its brand spiritual personality from reflection level. From the perspective of brand development, virtual idols created through three levels of emotional design are involved in brand personalization construction, which helps to enhance consumers’ recognition and loyalty to brands, thus broadening the development path of brands and promoting brand communication.