创新推广技术:数字环境下的品牌管理

Marina Ianenko, M. Ianenko, Ekaterina Vladimirovna Shevchuk
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引用次数: 1

摘要

随着创新技术的传播,与客户互动的手段在数字环境中的作用越来越大。在数字化转型的背景下,虚拟现实技术正在成为最有前途的工具之一,可以显著扩大客户互动。本文的目的是分析领先公司的品牌策略,并展示使用虚拟现实技术和虚拟世界概念进行品牌形成和推广的可能性。我们亦会评估在品牌管理策略中使用数码环境的前景,并提出建议。为了实现既定目标,我们完成了几项任务。作者分析了使用数字环境与客户互动的经验,并研究了VR, AR, MR和XR技术对品牌管理的影响。此外,定义了在品牌管理中使用元宇宙概念的可能性。在这项工作中,采用了一般的科学理论和实证研究方法。该研究通过创新的品牌技术进一步夯实了数字环境下品牌管理的理论基础,从而支持企业提高竞争绩效。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Innovative Promotion Technologies: Brand Management in the Digital Environment
As innovative technologies spread, the role of means of interaction with customers in the digital environment is growing. Virtual reality technologies are becoming one of the most promising tools for significantly expanding customer interaction in the context of digital transformation. The purpose of this article is to analyze the brand strategies of the leading companies and show the possibilities of using virtual reality technology and the concept of the metaverse for brand formation and promotion. We also aim to assess the prospects and formulate recommendations on the use of the digital environment in brand management strategies. To achieve the set goal, several tasks were completed. The authors analyzed the experience of using the digital environment for interacting with customers and studied the influence of VR, AR, MR, and XR technologies on brand management. Additionally, the possibilities of using the metaverse concept for brand management was defined. In this work, general scientific theoretical and empirical research methods were applied. The study furthers the theoretical foundations of brand management in the digital environment via innovative branding technologies that support an increase in the competitive performance of companies.
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