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互联网络文化背景下,企业应用虚拟形象进行营销推广是品牌塑造战略目标的一种有效途径。虚拟形象更容易传递企业品牌艺术与文化价值;有利于促进消费者与企业的沟通;提升企业品牌知名度与优良形象。企业品牌虚拟形象设计在互联网境域中要遵守一定的设计方法才可准确地传递品牌价值,发挥作用。针对互联网特定境域,文章描述了虚拟形象的内涵、设计要素、以及其在互联网境域下的特殊要求。
Under the background of Internet culture, it is an effective way for enterprises to use the virtual image to promote marketing. It is easier for the avatar to convey the artistic and cultural values of an enterprise brand; it is conducive to promoting communication between consumers and the enterprise; and enhancing the brand awareness and good image of an enterprise. Corporate brand virtual image design in the Internet to comply with certain design methods can accurately convey the brand value, play a role. The article describes the connotation of the avatar, design elements, and its special requirements in the Internet context for the specific Internet.