千岛·潮玩族平台在数字藏品趋势下强化实体潮玩情感价值的媒介策略

The Qian Dao·Chao Wan Zu Platform’s Media Strategy to Enhance the Emotional Value of Physical Collectibles under the Trend of Digital Collectibles

摘要: 在数字藏品(Non-Fungible Token)重构潮玩产业价值链的背景下，本研究以媒介化理论、情感经济理论与实物崇拜理论为框架，聚焦千岛·潮玩族平台如何通过媒介策略强化实体潮玩的情感价值。研究发现：平台可通过三种媒介化实践抵御NFT冲击，分别是实物认证系统——将工业量产品转化为具稀缺性的物质符号；沉浸式体验设计——开箱仪式视频化、AR材质模拟，重构触觉与多感官体验；社群情感货币化——情怀溢价标签、绝版指数算法打造垂直圈层认同。研究揭示出实体潮玩的核心竞争力源于其不可复制的物质性体验，但平台亦面临“数字反数字”的技术悖论与圈层极化风险。未来需探索虚实共生路径(如AR增强实体叙事)，在守护物质情感根基的同时创造“虚实融合”价值。

Abstract: Against the backdrop of the Non-Fungible Token revolutionizing the value chain of the collectible toy industry, this study, framed by the theories of mediation, emotional economy, and material worship, focuses on how the Qian Dao·Chao Wan Zu platform enhances the emotional value of physical collectible toys through media strategies. The research findings reveal that the platform can resist the impact of NFTs through three media practices: the physical authentication system, which transforms mass-produced items into scarce material symbols; immersive experience design, which videoizes the unboxing ceremony and simulates AR materials to reconstruct tactile and multi-sensory experiences; and the monetization of community emotions, which creates vertical community identity through nostalgia premium labels and limited edition index algorithms. The study reveals that the core competitiveness of physical collectible toys lies in their irreplaceable material experience, but the platform also faces the technical paradox of “digital against digital” and the risk of community polarization. In the future, it is necessary to explore the path of virtual-real coexistence (such as AR enhancing physical narratives) to create “virtual-real integration” value while safeguarding the emotional foundation of materiality.