元宇宙视域下虚拟数字人品牌形象内涵、特征及构成要素

Connotation, Characteristics, and Constituent Elements of Virtual Digital Human Brand Image from the Perspective of the Metaverse

摘要: 信息技术的进步，使得元宇宙已从概念走向现实，成为当下备受瞩目的新兴领域。其中，虚拟数字人作为元宇宙的重要切入口，展现出了巨大的商业价值。当下，虚拟数字人正迅速成为众多品牌构建新型品牌形象、拓展营销边界、与消费者建立深度情感连接的数字化品牌战略资产。本文在文献梳理基础之上，通过思辨方法探讨了虚拟数字人品牌形象内涵、特征及构成要素。通过研究发现，企业虚拟数字人品牌形象是虚拟数字人品牌在用户心智中的形象，存在技术性、可塑性、可适性、抗干扰性、故事性和互动性等特征；虚拟数字人品牌形象包括了企业形象、视听形象、智能形象、功能形象、品牌个性、场景形象六个维度的构成要素。通过本研究，为企业在元宇宙时代的品牌形象塑造中提供新视角，助力其在日益激烈的数字化竞争中赢得先机。

Abstract: Advances in information technology have propelled the metaverse from concept to reality, establishing it as a highly prominent emerging field. Within this context, virtual digital humans (VDHs), serving as a crucial entry point into the metaverse, demonstrate immense commercial value. Currently, VDHs are rapidly becoming key digital strategic brand assets for numerous brands, enabling them to construct novel brand images, expand marketing boundaries, and forge deep emotional connections with consumers. Building upon a review of existing literature, this paper employs critical analysis to explore the connotation, characteristics, and constituent elements of VDH brand image. The research reveals that a corporate VDH brand image represents the image of the VDH brand within users’ minds, characterized by technicality, plasticity, adaptability, anti-interference, narrative quality, and interactivity. Furthermore, the VDH brand image comprises six constituent elements: corporate image, audio-visual image, intelligent image, functional image, brand personality, and contextual image. This study offers a fresh perspective for enterprises seeking to shape their brand image in the metaverse era, aiding them in gaining a competitive edge within the increasingly intense digital landscape.