With the advent of the era of digital communication,traditional marketing has been evolving to-wards digitalization.This development is the inevitable result of the evolution of marketing communication in the background of the times.The emergence and practical application of digital marketing has changed the tradi-tional paradigm,and new thinking and new means have emerged.Virtual digital person is the representative product of the digital age.It means the advent of avatars different from real life.Its own digital,virtual and high plasticity coincides with the demands of digital marketing.At present,the participation of virtual digital people in digital marketing has become a new attempt of digital marketing.Taking the head virtual digital person AYAYI as an example,this paper explores the resonance,conflict and development path of the combination of virtual digital people and digital marketing,and summarizes the characteristics of aesthetic topics and reality dissociation.
关键词
数字营销/虚拟数字人/数字产业/发展路径/AYAYI
Key words
digital marketing/virtual digital person/digital industry/development path/AYAYI
维普
万方数据