Using the Literature Analysis Method to Analyze the Marketing Strategy of Virtual Image in the Meta-universe

Abstract

With the development of the Internet, the phenomenon of breaking the circle of dimensional culture makes many avatars gradually increase their influence on consumers. And under the rise of virtual image and dimensional culture, digital marketing also plays an increasingly important role in advertising means. How to deal with the relationship between virtual image and advertising in the dimensional culture is the key to the next research. Solving this problem can not only make advertising stand out under the background of digital economy era, but also promote the academic research on virtual image and digital marketing further. Based on the analysis of previous literature, this paper will combine the meta-universe virtual image with marketing strategy, and on the basis of analyzing the virtual idol industry chain and commercial value, combine the virtual image with brand marketing through cross-border cooperation, to clarify the opportunities and risks in the development of virtual image. On the one hand, the creative, virtual and digital character of virtual image plays a positive role in brand marketing and provides guarantee for brand cooperation and long-term development. On the other hand, the inauthenticity and instability of the virtual image will hinder the further development of the virtual image. Therefore, meta-universe marketing should focus on the creation of virtual image, excellent content output and authenticity close to the audience to promote the further development of meta-universe marketing.