Research on Brand Empowerment Mechanism of Digital Collection Marketing:a Life Cycle Perspective of Digital Objects
Digital collections are the main asset carrier connecting the real world with the metaverse.On the one hand,digital collections marketing arouses the enthusiasm of creative practice of content creators.On the other hand,it is questioned in the aspect of brand empowerment.Based on the life cycle theory of digital objects,this paper firstly takes the underlying technology blockchain as the entry point to explain the value foundation of digital collections,explores the existence of digital collections from the perspective of relationship construction,and explores the marketing methods that fit the brand and digital collection from the two dimensions of time and space based on transduction,so as to promote the digital upgrade of brand equity.
digital collectionsNFTdigital objectsbrand empowerment
NETL
NSTL
万方数据
