摘要
元宇宙的概念虽并不新鲜,但在近期反复被提及。多家机构发布关于元宇宙的研究报告,许多公司和投资机构注资元宇宙相关产业。有人说元宇宙是互联网的下一代,也有人说这不过是一个商业概念。本文首先将对“元宇宙”的概念进行梳理和归纳,总结出元宇宙的特性和特征。其次,对企业的数字服务化研究进行总结,提炼企业进行数字服务化的方向。最后,将元宇宙与数字生活空间相结合,从数字服务化视角提出,企业应该从数字化企业、数字化个人和数字化社会这三个方面着手,在元宇宙中进行数字传播。
Although the concept of the metaverse is not new, it has been repeatedly mentioned recently. Several institutions have issued research reports on this concept, and many companies and investment institutions have invested in metaverse related industries. Some people say that the metaverse is the next generation of the Internet, while others say that it is just a business concept. What is the metaverse? This paper reviews and summarizes the concept of metaverse and its characteristics. From the perspective of service digitization, it is pointed out that enterprises should carry out digital communication in the metaverse from three aspects: digital enterprise, digital individual and digital society.
作者
李赞
陈颖
Li Zan;Chen Ying(School of Journalism and Communication,Peking University,Beijing,100871;Creative Communication Management Research Centre of Peking University,Peking University,Beijing,100871)
出处
《现代广告》
2022年第14期25-31,62,共8页
Modern Advertising
关键词
元宇宙
数字服务化
数字生活空间
metaverse
digital servitization
digital living space
