Research On The Design And Promotion Of Brand Virtual Image Via Internet

There are three characteristics of today’s society:brand economy, Internet and Kidult (younger Internet users), these three factors make the virtual avatar of the brand becoming a very important way to realize brand competition. In the Internet economy and the information age,excellent brand virtual avatar design and promotion have a good influence to the reflectionof the corporate culture charm, dissemination of corporate culture, the transformation of the target audience.In this paper, the design and promotion of the virtual avatar of the Internet environment is composed of four parts:basic theory, core research, design practice verification and conclusion.The first part is the basic theory section which is presented in the first two chapters, we have made a detailed analysis of the theory and practice of a large number of papers and interpret and define the topic of the paper.Then, it’s the core research section. In the third chapter, we break the limitation of the virtual avatar of the brand as a common cartoon avatar from the theoretical level. We use the perspective of the conversionand look from the point of view of semiotics, communication and knowledge management, the virtual avatar is obtained as a kind of symbol, media and knowledge.This is the theoretical basis for the design and promotion of virtual avatar. In the fourth chapter, we focus on the design of the virtual avatar of the brand. Design is a whole and we canconclude the design criteria of brand virtual avatar are:correlation, attraction and specialization. Design operation processesare market research and system analysis, design concept and design output. Meanwhile, we need to make the update and iteration of design, and make the design and application of the norms. In the fifth chapter, we focus on the promotion of brand virtual avatar which can be realized in two ways. On the one hand,it can be realized though the establishment of media platform structures, the construction of IP content, the hot marketing follow-up and the creation of fans-economy and so on. On the other hand.it can be realized through the combination of brand virtual avatarand product placement (product line), or do the peripheral product development to realize. In this way,it forms a set oftheory method of virtual brand avatar from planning to production and then to the complete market, through the theory to the design practice and then to the promotion of practice. Adhering to the "knowledge and doing", through the design and popularization of Baidu virtual avatar- Baidu bear group, verify and profound the theory and methodology of this essay. At lastwe draw a conclusion.This study has three main research results:first, is theresearch on the nature of the virtual avatar of the brand which is different from most of paper thatis a mere superficial study of the design. We break thelimitation of taking the virtual avatar only as a common cartoon avatar, but taking it as a symbol, media, knowledge to in-depth study and explore the active effect of the brand. This is a profound theoretical basis for the design and promotion. Then, is the research on the design of the virtual avatar of the brand. It is reasonable to make the design as the early part of promotion, and put forward a systematic and scientific methodology of design. The last one is the research on the promotion of brand virtual avatar. We explore the promotion of brand virtual avatar is explored in the methodology level by combining with the characteristics of the Internet era, and form a set of promotion methodologies suitable for the characteristics of the Internet era based on it. I hope this paper can give some inspiration to the design and promotion of the virtual avatar in the Internet environment in the future.