品牌虚拟形象代言人的广告营销策略分析——以腾讯QQ为例

摘要：虚拟形象代言人作为新的广告代言方式开始在国内兴起,与传统的广告相比,虚拟代言人广告更有利于打造品牌、代言广告成本更低、使用风险小、可塑性更强、稳定性更好的优势，但是，国内虚拟代言人市场却仍存在很多误区。鉴于此，对虚拟形象代言人的重要性、优缺点、设计开发过程、应用、维护的研究是适应新时代新经济的举措，本文将以腾讯QQ为例，对QQ小企鹅虚拟代言人形象进行全面深入的分析，通过对虚拟代言人的作用机制﹑广告营销策略﹑设计原则、应用策略等内容分析、总结,希望借此给中国企业应用虚拟形象代言人以启示。

关键词：营销策略；广告；虚拟形象代言人；分析
The analysis of the Virtual Image spokesman’s Advertising
Marketing strategy
The case with Tencent’s QQ
 

Abstract: The Virtual Image spokesman is a new advertising representation in domestic. Compared with the traditional ways,it’s more useful to mold brand for enterprises. Besides,the virtual image spokesman means less advertising costs,less using risks,strongly malleability and stability. However, there exists many errors while we are using the newly developing way. For this reason, it’s a necessity to adapt the new times and new economy to investigate and analyse the significance, merits and dismerits,the designing process, application,maintaining. This paper will take the case with Tecent’s QQ,through the analysis of the virtual image spokesman’s mechanism of action, summarising their advertising marketing and application strategies, the principles for designing,we can benefit a lot for entrepreneur to use the new representation in domestic.

Key words: marketing strategy; advertising spokesman; virtual image spokesman; analysis
虚拟代言人广告具有更利于打造品牌、代言广告成本更低、使用风险小、可塑性更强、稳定性更好的优势，在国内外被广泛关注，但是，与国外虚拟代言人市场成熟相比，国内虚拟代言人市场却仍存在很多误区。许多企业错误的以为只要引入虚拟代言人，就能提升企业品牌、产品知名度，迅速创造广告价值，却忽视了虚拟代言人的劣势和局限，只利用虚拟代言人自身特点来吸引消费者眼球。鉴于此，对虚拟形象代言人的优缺点、设计开发、重要性的研究是适应新时代新经济的举措，本文将以腾讯QQ为例，对QQ小企鹅虚拟代言人形象进行全面的分析，希望借此给中国企业以启示。

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】