Research on the marketing elements of the hottest

Research on marketing elements of virtual experience

from Maslow's hierarchy of needs theory, experience is the highest level of needs - self realization. With the development of service economy, experience economy is also gradually growing. Under the condition of digitalization, the close combination and rapid development of network and experience have contributed to the rapid growth of a new form of experience - virtual experience. With the progress of digital information technology and the development of virtual economy, more and more consumers have entered virtual experience. This paper attempts to analyze the elements of virtual experience from the perspective of marketing, and find out the marketing countermeasures of merchants according to the elements of virtual experience

I. literature review of virtual experience

(I) virtual

Professor Michael Heim said in his book from interface to cyberspace that in the author's eyes, the virtual world is not entirely an artificial digital space, or a digital image of the real world. The virtual world coexists with the real world, and even is a thinking space larger than the real world in the dimensions of time and space. Based on Professor Heim's humanized thinking on digital survival, the author believes that virtual is a set of thinking spaces extended from the real world through digital networks. This thinking space includes the virtual reality. 4. Strike center distance: 335mm virtual possibility and virtual impossibility

(II) experience

the first to mention the concept of experience is Joseph pine II and James Gilmore. They believe that the so-called experience refers to people spend a period of time in a personalized way and obtain a series of recollectible events in the process. Pine further explained in his famous book experience economy that experience is an event that enables everyone to participate in it in a personalized way. But Scott Robinette, the author of emotional marketing, explained that experience is a collection of key points for enterprises and customers to communicate sensory stimulation, information and emotion. That is to say, all the time when an enterprise contacts with customers is an experience. In his book experiential marketing, Schmidt pointed out that experience is an individual's individualized feeling after responding to certain stimuli. Experience is usually caused by direct observation or participation in events, which is a personalized thing in people's hearts. It is not a public product, and the experience of any two people can't be exactly the same, because the experience is the result of the interaction between the events and personal psychological state

to sum up, experience is a kind of life, an emotion, a thinking process, and a change of attention. The virtual experience studied in this paper is the experience of consumers. Therefore, the author of this paper believes that experience is the emotional collection generated by the interaction between consumer spirit and emotion

(III) virtual experience

about virtual experience, Li Hairong and biocca define it this way: virtual experience refers to the psychological and emotional state that consumers experience when interacting with products in 3D environment. Virtual experience is a kind of behavior, a process, an emotion, and a kind of thinking. Based on my understanding of virtualization and experience, I define that the virtual experience studied in this paper is the collection of multiple feelings and thoughts generated by consumers in the virtual and real thinking space, such as sensory stimulation, emotional information and psychological phenomena, as well as the collection of changes in consumers' unique physical and psychological factors

(IV) characteristics of virtual experience

in the article "a brief discussion on virtual experience" by Huang Yong and Huang Minxue, four characteristics and five characteristics of virtual experience are summarized. The characteristics of virtual experience are mainly virtual, interactive, emotional and personalized. The characteristics of virtual experience listed in the article are participation, existence, positive process, entertainment and provision. The purpose of studying the characteristics of virtual experience when some electronic pull machines are loaded to its scope is to better promote the virtual experience to the market, so that consumers, businesses and society can obtain a win-win situation

second, research on the four basic dimensions of virtual experience

four basic dimensions of virtual experience this paper expounds from two aspects: the sensory perspective of virtual experience and the category perspective of virtual experience titanium alloy material although it has good heat transfer

the senses of virtual experience are divided into four different categories. When consumers conduct virtual experience, these four senses may be one or several, or both. Therefore, the senses of virtual experience are an independent and coordinated whole (as shown in the figure)

the sensory mode of virtual experience is divided into four significant characteristics from the characteristics of virtual experience interface, namely, visual, auditory, tactile and thinking. For the virtual experience with visual characteristics, consumers only need to see it, and they can make a choice. This experience is clearly reflected in the experience of image browsing, video viewing, clothing color identification and preliminary image of the station. This virtual experience is similar to the geometric products (material products) studied by Klatzky and others, and it is a lower level of virtual experience

of course, in virtual experience, there are other feelings besides visual experience. Auditory experience is obvious in music products and film and Television Appreciation. In addition to the audio-visual experience, consumers need to use other tactile senses when experiencing some products in the virtual space. Tactile sensory experience is completed by relying on real substances such as mouse and touch screen, which virtualizes the feeling of real touch mouse into a virtual experience in cyberspace. In 3D games, the feeling of players experiencing certain equipment is achieved through the mouse, such as the feeling of players holding guns and throwing grenades in CS. This feeling is completed with the help of realistic tactile experience. At the same time, it needs another higher level of sensory support - Thinking feeling. Thinking feeling is a kind of thinking activity process based on reality feeling but higher than reality experience feeling. When consumers have many virtual experiences, thinking and senses will elevate the virtual experience to a surreal level. This surreal level constitutes the core competence of virtual experience. There is no essential difference between virtual experience and real experience without thinking and sensory experience. Thinking feeling is a process that allows consumers' thinking to participate in the experience. It is a unique process that human neurons carry out chemical and electronic pulses and blend them into the real experience. It is an infinite extension of real experience and virtual low-level experience. This extension goes beyond time and space and human thinking. For example, in worldofwarcraft, when players ride Griffins over mountains and conquer cities and territories, what they experience is a transcendence of human thinking, and an alternative digital way of life for human beings in virtual space. In most cases, consumers use multiple senses at the same time when carrying out virtual experience, pursuing a complete experience and a comprehensive experience

the category mode of virtual experience is to study virtual experience from another perspective of virtual experience. From the category of virtual experience, virtual experience is divided into identity virtual experience, event virtual experience, emotional virtual experience and personal participation virtual experience. These four experiences form the basis of virtual experience, which can be separated or freely combined in the process of consumer virtual experience

identity virtual experience refers to the identity that consumers can experience in the virtual experience is the same or similar to that in the reality, so that consumers can deal with the virtual situation according to the real situation, and consumers can experience the feelings that cannot be experienced in the reality according to the needs of the virtual experience. This kind of virtual experience of consumers can experience the real self. Virtual experience just virtualizes the real situation into the network space. This kind of experience is a real virtual experience, such as the experience of consumers when communicating through, MSN and email. What makes virtual experience more attractive is that consumers can experience the process of pursuing perfect self. In the process of virtual experience, consumers can use virtual space to experience the feeling that they can't feel in real life. For example, in large-scale role games, consumers can play swordsman and experience the role that they can't feel in real life. When tasting this feeling, consumers can also introduce their own thinking to shape their ideal swordsman according to the maintenance principle of fatigue testing machine, which is actually to shape their ideal self. In the process of shaping the ideal swordsman, what consumers experience is the enjoyment of pursuing perfect self. In addition to experiencing the real and ideal self, in virtual experience, consumers can also play a role in conflict with themselves to experience the reverse self. This is actually an extension of the two sides of human nature in the virtual space

but there is no moral hazard in this extension. For example, the consumer is a gentle image in real life, and he can play an inhuman killer in virtual experience. It is also this release in the virtual world that makes him better reflect his positive side in real life. Virtual experience plays a key role in balancing people's two sides, which is a progress for the whole society

virtual experience of events is a collection of real events, possible events and impossible events that consumers experience in a virtual society. Events constitute the basis and development direction of experience. Events can affect changes in consumers' time and space. Event virtual experience is an event centered experience, which is a personalized reflection of the situation and psychological thinking of consumers in the process of completing this event. Consumers' online shopping is an event experience. Consumers take shopping as the center, search in the online area, compare, weigh, and finally make a decision. This shopping process is a real virtual experience. The virtual experience of an event can also be the virtual experience of possibility, such as the virtual experience of romantic love. After Tencent launched pets, many friends subscribed for this virtual pet. Consumers of this experience can experience the feeling that they have not experienced or will experience in reality. It is a virtual experience of possibility. Another kind of virtual experience of events is the virtual experience of impossible events, such as level and money in the network community. Such events only exist in the network space

the virtual experience of emotion is a unique emotion such as enjoyment, satisfaction, surprise, etc. that consumers get through the form of virtual experience such as identity experience, event experience, participation experience, etc. in the virtual space. It represents the mental process of consumers. This mental process can be partially subjective and rooted in personal thoughts, concepts, thoughts, beliefs and intentions; It can also be partially objective, which is related to the experience of event scenarios and specific results; It can also be a combination of partial subjectivity and partial objectivity. Virtual emotional experience is personalized and unique. The experience of virtual emotion determines the perceived quality of virtual experience and is the overall element of virtual experience. Therefore, when providing virtual experience, businesses must also pay enough attention to the virtual emotional experience of consumers

personal participation in virtual experience reflects the demand of modern consumers for voice. Consumers need to have a dialogue with consumer communities and business networks. They need the providers of virtual experience to express their wishes and participate in the provision of virtual experience