摘要
随着虚拟现实技术的快速发展及其在各领域的广泛应用，广告体验营销正迎来新的变革契机。本研究旨在探讨虚拟现实技术如何重塑广告体验营销模式，并分析其对消费者行为和品牌价值的影响。通过文献综述与案例分析相结合的方法，本文选取了多个典型虚拟现实广告营销案例，深入剖析技术应用的具体场景、实施路径及效果评估指标。研究发现，虚拟现实技术能够显著提升消费者的沉浸感与互动性，从而增强广告信息的记忆度与情感共鸣；同时，基于虚拟现实的广告形式有助于品牌建立更具个性化的沟通渠道，强化用户的品牌忠诚度。本研究的创新点在于首次系统地构建了虚拟现实广告体验营销的理论框架，并提出了衡量其效果的关键维度，为广告从业者提供了实践指导。此外，研究还揭示了当前技术应用中的局限性，如设备普及率较低和开发成本较高等问题，并对未来发展方向进行了展望。总体而言，本研究不仅拓展了虚拟现实技术在营销领域的理论边界，也为广告行业的创新发展提供了重要参考。
关键词：虚拟现实技术；广告体验营销；消费者行为；品牌价值；沉浸感
Abstract
With the rapid development of virtual reality technology and its extensive application across various fields, experiential marketing in advertising is undergoing a new transformative opportunity. This study aims to explore how virtual reality technology reshapes the model of experiential marketing in advertising and analyzes its impact on consumer behavior and brand value. By employing a methodology that combines literature review with case analysis, this paper selects multiple typical cases of virtual reality-based advertising marketing, providing an in-depth examination of the specific scenarios of technological application, implementation pathways, and evaluation metrics for effectiveness. The findings indicate that virtual reality technology significantly enhances consumers' sense of immersion and interactivity, thereby strengthening the memorability of advertising messages and emotional resonance. Moreover, advertising formats based on virtual reality facilitate the establishment of more personalized communication channels for brands, reinforcing user brand loyalty. A key innovation of this study lies in its systematic construction of a theoretical fr amework for virtual reality-based experiential marketing in advertising and the proposal of critical dimensions for measuring its effectiveness, offering practical guidance to advertising professionals. Additionally, the study highlights current limitations in the application of this technology, such as low device penetration rates and high development costs, while also outlining future directions for development. Overall, this research not only expands the theoretical boundaries of virtual reality technology in the marketing domain but also provides significant reference for the innovative development of the advertising industry.
Keywords：Virtual Reality Technology; Advertising Experiential Marketing; Consumer Behavior; Brand Value; Immersion
目 录
摘要 I
Abstract II
一、绪论 1
(一) 研究背景与意义 1
(二) 国内外研究现状分析 1
(三) 研究方法与技术路线 2
二、虚拟现实技术在广告中的应用基础 2
(一) 虚拟现实技术的核心特征 2
(二) 广告体验营销的基本理论 3
(三) 虚拟现实与广告体验的结合点 3
三、虚拟现实技术对广告体验的影响机制 4
(一) 用户沉浸感的提升路径 4
(二) 交互性对广告效果的作用 4
(三) 情感连接的强化方式 5
四、虚拟现实技术在广告体验营销中的实践探索 5
(一) 典型案例分析与总结 5
(二) 技术实施的关键挑战 6
(三) 创新模式的应用前景 6
结 论 8
参考文献 9
