Brand Communication Strategy Of Virtual Idol "Luo Tianyi"

In recent years,the innovation and rapid development of Internet technology have caused a huge change in the media situation people are in.Computers and mobile phones have become an integral part of people’s daily lives,and new technologies such as holographic projection,VR,and AR have also come with the 5G era.At the same time,virtual idols relying on modern technology came into being.Virtual idol is a two-dimensional virtual idol image constructed using digital copy technology and Internet thinking.Its shape,movement and sound are all calculated by computer programming.With the development of media technology and the frenzy of secondary subcultures,virtual idols are gradually breaking through the dimension wall,becoming an emerging cultural group sought after by young people in the new era,and having a huge communication influence and brand value in the fields of music,animation,and games.The two-dimensional IP.In the emerging virtual idol market,"Luo Tianyi" has become a representative figure of Chinese virtual idols.Since its birth in 2012,"Luo Tianyi" has been growing in popularity and currently has more than 10 million teenage fans.She has had commercial interactions or brand endorsements with companies such as KFC,Pizza Hut,Baique Ling,and has become the target of attention and favor in the domestic capital market.The brand communication value of virtual idols is increasing day by day,and its influence cannot be underestimated.But at present,the research on virtual idols is less and lacking in depth.It has not introduced the perspective and theoretical framework of brand communication.Therefore,in view of the emerging cultural phenomenon of virtual idols,it is of theoretical value and practical significance to explore its communication strategies and effects.This article uses "Luo Tianyi" as a case study to study the brand communication strategy of virtual idol "Luo Tianyi".This study uses literature review method,case analysis method and questionnaire survey method,and uses SIVA theory as the theoretical basis and case analysis framework to sort out and analyze the brand communication strategy of virtual idol “Luo Tianyi”,and investigates the brand communication of virtual idol by questionnaire.effect.First,define the related concepts in this study and clarify the meaning and scope of virtual idols.Through literature review,a comprehensive review of domestic and foreign research results related to virtual idols and brand communication strategies.Secondly,using "Luo Tianyi" as a case,combing the results of its brand communication activities,and using SIVA theory as a theoretical framework,it analyzes the brand communication strategies of virtual idols from four aspects: audience needs,communication content,emotional value and communication channels.Then,using a questionnaire survey method,subjects were asked to fill in the questionnaire after watching the brand endorsement video of the virtual idol,to explore the effect of the virtual idol on brand recognition and favorability.Finally,by analyzing the communication strategy of the virtual idol “Luo Tianyi”,it provides inspiration and reflections on the brand communication development of the virtual idol in the Internet era,and further improves the brand value and communication influence of the virtual idol.