Virtual Marketing of the Entertainment Industry in the Information Age: Building and Promotion of IPs—A Case Study of Luo Tianyi

Abstract

With the advent of the information age, innovations in digital technology have given virtual idols more possibilities in terms of form. As a cultural symbol, the content value of virtual idols has also been enriched. Compared to the saturated market of traditional live-action idols, virtual idols have become an alternative IP marketing strategy, and their commercial value is rising. How virtual idols can maintain lasting vitality on the road to commercialization and how they can help entertainment companies stimulate consumption in the entertainment market to become critical issues. This study adopts the process-tracing method in case studies to analyze the development path of the virtual idol Luo Tianyi as an example. It distills and outlines the general rule that virtual idols can be influential and flourish in the long run. This paper explores how to effectively build and promote a virtual idol IP eco-chain in the entertainment market and what may hinder the realization of commercial value over the chain. In this way, it aims to help entertainment companies increase the application value of virtual idols in practice and produce better effects during virtual marketing.