符号学视角下元宇宙数字艺术展的营销策略研究

Research on Marketing Strategies of Meta-Universe Digital Art Exhibition from the Perspective of Semiotics

摘要: 随着数字经济和数字技术的不断发展，艺术数字化实践逐渐取得了广泛的关注和亮眼的成绩。而在元宇宙议题的热潮下，数字艺术的内容创作和表现形式也受到了一定的冲击，并催生出了全新的盈利模式——元宇宙数字艺术展，为展馆产业带来全新的发展机遇。本文以探索的眼光，在梳理元宇宙数字艺术展概念和特点的基础上，研究此类展览在多元的艺术展览市场中突围的营销策略。从符号学的视角切入，总结出展览进行符号化营销的策略建议，拓展新兴艺术展的营销思路，为相关文化产业的可持续发展提供一定的经验和启发。

Abstract: With the continuous development of digital economy digital technology, the practice of art digitization has gradually achieved widespread attention and brilliant results. Under the craze of meta-universe issues, the content creation and expression forms of digital art have also suffered a certain impact, and have given rise to a brand new profit model—meta-universe digital art exhibition, which has brought brand new development opportunities for the exhibition hall industry. This paper takes an exploratory perspective to study the marketing strategy of this kind of exhibition to break through in the diversified art exhibition market on the basis of combing the concept and characteristics of meta-universe digital art exhibition. Cutting in from the perspective of semiotics, it summarizes the strategic suggestions for symbolic marketing of exhibitions, expands the marketing ideas of emerging art exhibitions, and provides certain experience and inspiration for the sustainable development of related cultural industries.