摘要
营销管理正面临一场新的数字化革命。90年代末,以互联网为主导的信息技术革命虽然大幅提升了营销效率,却也降低了其体验性。自2010年末以来,混合现实技术(包括增强现实和虚拟现实)因其在营销效率和体验性上的双重潜力,为营销带来了新一轮信息技术革命。然而,学术界仍旧缺乏对沉浸技术、虚拟现实和虚拟现实营销的概念、作用机制及相关理论的深入了解。虚拟现实营销能否实现营销绩效,其实现营销绩效的深层机制如何,目前国外学者对这些问题的研究尚不充分,国内研究也并未给予虚拟现实营销足够的关注。鉴于此,本文从虚拟现实营销的概念发展、应用范畴、理论基础、研究框架及作用机制等方面对国外现有研究成果进行了整理和分析,试图回答如何正确理解虚拟现实营销、虚拟现实营销的应用领域以及虚拟现实营销发挥绩效的深层机制这三个重要问题。在此基础上,本文提出了未来的研究可以拓展和深化的方向,以期为虚拟现实营销的研究者和实践者提供思路与参考。
We define VR marketing as the application of virtual reality technology to any aspect of marketing. Throughout practice and literature, VR is employed to improve either or both the utility and experientiality of aspects of the marketing value chain.With the advent of the internet in the 1990 s, marketing was revolutionized in terms of its information propagation efficiency. Today, pervasively across the entire value chain, marketing is facing yet another revolution: Virtual Reality(VR). While in the 1990 s, the internet made marketing hugely efficient, and it reduced the experiential nature of marketing that exists, e.g., in bricks-and-mortar marketing. The potential of the current wave of virtual reality in marketing is seen to stem from combining the efficiency of digital platforms with the immersiveness, experientiality and multisensory nature of "physical" marketing environments. However, while the narrative of the potential of VR in marketing may seem as intuitively appealing, there is still a lack of coherent understanding as to whether these benefits have been realized in VR marketing. Therefore, we firstly seek to define VR marketing,and secondly, to review the expanding literature related to it. In particular, we review in which areas of marketing VR has been researched, how it has been researched, which kinds of technologies have been used, and which theories this corpus of literature draws from and contributes to. Moreover, we review the effects of VR marketing on consumer experience and behavior that the extant literature has been able to tease out.Next, we examine VR marketing in four different marketing domains, namely marketing research,product innovation, advertising and retailing, which represent aspects of value determination, value creation, value communication and value delivery during the marketing value chain. Virtual reality marketing is used to improve both the utility and experientiality of aspects of the marketing value chain.Furthermore, we examine the trends of related theories in the relevant research, and find that virtual reality is viewed either as a kind of media that highlights products’ attributes and improves the consumer learning process or as a way to reshape shopping environments in the computer-based virtual world which can influence consumer affection. We can also realize that researchers have recently begun to integrate more values realized by VR marketing into their research frameworks. Based on this, we propose a generally conceptual framework for future VR marketing research.According to the current body of literature, virtual reality technology shows considerable promise for the areas of marketing. However, current research still lacks in-depth insights as to how virtual reality works in marketing, and which factors can influence its marketing success. Given these findings,we offer a detailed discussion of the future agenda for VR marketing research.
作者
陈娟
奚楠楠
宁昌会
Juho Hamari
Chen Juan;Xi Nannan;Ning Changhui;Juho Hamari(School of Business and Administration,Zhongnan University of Economics and Law,Wuhan 430073,China;Faculty of Humanities,University of Turku,Turku 20500,Finland;Faculty of Information Technology and Communication Sciences,Tampere University,Tampere 33100,Finland)
出处
《外国经济与管理》
CSSCI
北大核心
2019年第10期17-30,共14页
Foreign Economics & Management
基金
芬兰技术与经济科学基金项目（KAUTE-saatio）（20190003）
关键词
虚拟现实
临场感
沉浸技术
混合现实
体验营销
virtual reality
presence
immersive technology
mixed reality
experience marketing
