摘要
虚拟数字人作为国潮品牌营销创新升级的重要方式,是品牌在年轻消费群体中“实现破圈”的关键密码。文章基于文化契合理论,对47976条社交媒体用户评论进行分析,通过LDA主题聚类分析、RoBERTa情感分析和语义网络分析相结合的研究方法,揭示用户对虚拟数字人的认知结构与情感体验。构建包含个性魅力、视觉形象、文化寄托与技术驱动四个维度的虚拟数字人形象模型,识别出虚拟代言人、虚拟KOL与虚拟客服三种角色定位,提出从“文化IP构建”“智能营销转化”到“交互服务延展”的生态营销策略。文章初步探究了文化契合理论在虚拟数字营销情境的适用性,为国潮品牌数字化转型中虚拟数字人的形象构建与营销实践提供系统框架。
In the rapidly evolving digital landscape,virtual digital humans(VDHs)have emerged as a pivotal innovation in brand marketing,particularly for Guochao(Chinese national trend)brands seeking to connect with younger consumer demographics.Despite growing implementation across industries,research on VDHs has primarily concentrated on technological aspects and theoretical frameworks,with limited exploration of user perceptions within specific cultural contexts.This study systematically investigates the cognitive structures and emotional experiences of users toward VDHs employed by Chinese Guochao brands from a cultural congruence theory perspective.Drawing on 47976 user comments collected from major Chinese social media platforms(Bilibili,Douyin,and Weibo)spanning from 2020 to 2024,the research implements a multi-method analytical approach.The research process consists of four phases:data acquisition,multi-dimensional analysis,model construction,and strategy refinement.The methodological framework integrates TF-IDF keyword extraction,LDA topic clustering analysis,RoBERTa sentiment polarity analysis,and semantic network construction.This comprehensive approach enables the identification of key dimensions in users’perception of VDHs and reveals patterns in their emotional responses and behavioral intentions.The research further employs semantic network visualization to map the relationship structures between high-frequency terms in each dimension.Findings reveal that users’perceptions of VDHs form a cognitive system across four distinct dimensions:personality charm(characterized by terms such as“cute,“happy”,and“grateful”),visual image(centered around“pores”,“realistic”,and“movement”),cultural connotation(featuring“creativity”,“natural”,and“culture”),and technological foundation(including“digital”,“technology”,and“model”).Cross-dimensional sentiment analysis indicates that the technology-driven dimension receives the highest positive evaluation rate(44%)with the lowest negative evaluation(30%),while the cultural connotation dimension shows the highest proportion of negative evaluations(41%)and the lowest neutral sentiment(23%),reflecting an imbalance in the development of Guochao VDHs.Based on these insights,the study constructs four strategic implementation pathways:the“emotional intelligence-brand personality-value resonance”personality shaping path,the“fine rendering-dynamic interaction-cultural aesthetics”visual construction strategy,the“symbol innovation-value deepening-scenario experience”cultural framework,and the“technology integration-algorithm optimization-interface reconstruction”technical implementation path.These frameworks provide systematic guidance for effectively addressing user perceptions and preferences in each dimension.The research further identifies the functional characteristics and implementation strategies of three role positions:virtual spokespersons(focused on cultural IP building and emotional connection),virtual streamers(emphasizing content creation and community engagement),and virtual customer service(facilitating service optimization and user value management).These roles collectively form an ecological marketing framework characterized by“cultural IP construction—intelligent marketing transformation—interactive service extension”,creating a complete marketing cycle from cultural value creation to market value conversion and user value management.This study makes several significant contributions to both theory and practice.It expands the application boundaries of the cultural congruence theory in the digital marketing domain by systematically mapping the relationship between cultural elements and user reception of digital personas.The multi-dimensional image model and ecological marketing strategy framework provide empirical evidence and operational pathways for Guochao brands seeking to effectively implement VDHs.Future research directions may include longitudinal studies on the long-term marketing effectiveness of VDHs,cross-cultural application patterns,and integration with emerging technologies such as the metaverse to further advance the innovation practices of Chinese brands in the global digital landscape.
作者
曾伟
刘丽娴
王蕾
向忠
ZENG Wei;LIU Lixian;WANG Lei;XIANG Zhong(School of Marxism,Zhejiang Sci-Tech University,Hangzhou 310018,China;Silk and Fashion Culture Research Center,Zhejiang Sci-Tech University,Hangzhou 310018,China;International Institute of Fashion Technology,Zhejiang Sci-Tech University,Hangzhou 310018,China;School of Mechanical Engineering,Zhejiang Sci-Tech University,Hangzhou 310018,China)
出处
《丝绸》
北大核心
2025年第6期22-31,共10页
Journal of Silk
基金
教育部人文社会科学研究专项项目(23JDSZ3007)。
关键词
用户评论
国潮品牌
虚拟数字人
形象构建
营销策略
数字化转型
user comments
Chinese national brands
virtual digital humans
image construction
marketing strategies
digital transformation
