摘要
在当今数字化时代,消费者的购物习惯和需求发生了巨大变化。传统的产品包装营销方式已难以满足消费者对于个性化、互动性和沉浸式体验的追求。AR/VR技术的出现,为产品包装营销带来了全新的视角和手段。通过将虚拟信息与现实场景相结合,AR/VR技术能够为消费者创造出身临其境的购物体验,增强消费者与产品之间的情感连接。基于此,本文首先概述AR/VR技术与产品包装沉浸式营销,其次分析基于AR/VR技术的产品包装沉浸式营销设计优势,最后提出几条基于AR/VR技术的产品包装沉浸式营销设计策略,以供参考。
In today's digital age,consumer shopping habits and needs have undergone significant changes.Traditional product packaging marketing methods can no longer meet consumers'pursuit of personalization,interactivity,and immersive experiences.The emergence of AR/VR technology has brought new perspectives and approaches to product packaging marketing.By combining virtual information with real-world scenarios,AR/VR technology can create an immersive shopping experience for consumers,enhancing the emotional connection between consumers and products.Based on this,this paper first outlines AR/VR technology and immersive marketing in product packaging,then analyzes the design advantages of immersive marketing in product packaging based on AR/VR technology,and finally proposes several design strategies for immersive marketing in product packaging using AR/VR technology for reference.
作者
闫欣怡
YAN Xinyi(Xi'an Siyuan University,Xi'an 710038,China)
出处
《鞋类工艺与设计》
2025年第24期153-155,共3页
SHOES TECHNOLOGY AND DESIGN
