AI玩具中故事、情感与体验化功能驱动的电商沉浸式营销新范式

A New Paradigm of Immersive E-Commerce Marketing Driven by Stories, Emotions, and Experiential Functions in AI Toys

摘要: AI技术在玩具领域的应用日趋成熟与广泛，有力地促进了AI玩具市场的繁荣。在“情绪经济”蓬勃发展的背景下，AI情感陪伴成为重要的市场增长点，契合了消费者日益增长的情绪价值需求，使AI玩具展现出极佳的商业潜力。与此同时，玩具销售渠道已从传统线下迁移至电商平台，而沉浸式营销已然成为电商营销的主流趋势。AI玩具本身所具备的故事、情感与体验化功能为此类电商沉浸式营销提供了十分难得的新机遇。尽管学界对沉浸技术、沉浸体验、沉浸传播已有大量有价值的研究，但目前尚无关于AI玩具沉浸营销的系统论述。基于此，本研究构建了AI玩具故事，情感，体验化功能结合驱动的“三维驱动–双域融合–价值闭环”电商沉浸式营销模型，并从三个明确、有层次的维度展开详细的策略分析，以玩具融合生成式AI技术为基础，设计能唤起多层次情感联结、真正带来沉浸感受的产品体验，由此提高消费者的购买欲望及情感依赖，推进AI玩具在电商场景下的沉浸式营销，最终达成产品营销转化、品牌忠诚度提升的双重目标。研究目的不仅仅在于策略指导，而是要让AI玩具在电商环境中的沉浸式营销真正建立、强化消费者与AI玩具之间的情感归属感及互动关系，让企业在激烈竞争中做到差异化发展，稳健增长。

Abstract: Because the application of AI technology in the toy industry has become quite mature and widespread, the AI toy market has flourished accordingly. Against the background of the rapidly expanding “emotional economy”, AI emotional companionship has become a clear, significant market growth point, perfectly meeting consumers’ growing demand for emotional value and therefore endowing AI toys with tremendous commercial potential. Since toy sales channels have shifted from traditional offline to e-commerce platforms and immersive marketing has become the prevailing trend in e-commerce marketing, the storytelling, emotional, and experiential functions of AI toys represent a very rare and excellent opportunity for e-commerce immersive marketing. Although there are already many important studies on immersive technology in the academic literature, immersive experience and immersive communication have been discussed extensively, yet there has been no systematic discussion on AI toy immersive marketing to date. Therefore, this paper constructs a “Three-Dimensional Drive - Dual-Domain Integration - Value Loop” e-commerce immersive marketing model based on the integration of AI toys’ storytelling, emotional, and experiential functions, and then carries out a meticulous strategic analysis across three clearly defined dimensions. This article thoroughly and logically explains how integrating generative AI technology into toy design allows for the creation of product experiences that evoke multi-layered emotional responses and provide genuine immersion, hence naturally increasing consumers’ purchase intention and emotional dependence, which makes immersive marketing of AI toys in e-commerce scenarios far more effective, leading to higher marketing conversion rates and greater brand loyalty. But the most important point the article makes is that its ultimate goal is not merely strategic guidance, but to use immersive marketing of AI toys in e-commerce environments to genuinely foster and strengthen the emotional connection and interactive relationship between consumers and AI toys, thereby enabling enterprises to pursue differentiated development and secure sustainable growth in a competitive market.