【摘要】 数字传播时代的到来使传统营销不断向数字化演进，这种发展是营销传播在时代背景下演变的必然结果。数字营销的出现及实践应用改变了传统范式，新思维、新手段应运而生。虚拟数字人是数字时代的代表产物，它意味着区别于现实生活的虚拟化身的降临，其自身的数字性、虚拟性和高可塑性特点与数字营销的诉求不谋而合。目前，虚拟数字人参与数字营销已成为一种全新的数字营销尝试。文章以头部虚拟数字人AYAYI为例，探究虚拟数字人与数字营销结合的共鸣、冲突及发展路径，并分别归纳出美学话题、现实解离等特征。更多还原

【Abstract】 With the advent of the era of digital communication, traditional marketing has been evolving towards digitalization. This development is the inevitable result of the evolution of marketing communication in the background of the times. The emergence and practical application of digital marketing has changed the traditional paradigm, and new thinking and new means have emerged. Virtual digital person is the representative product of the digital age. It means the advent of avatars different from real life. Its own digital, virtual and high plasticity coincides with the demands of digital marketing. At present, the participation of virtual digital people in digital marketing has become a new attempt of digital marketing. Taking the head virtual digital person AYAYI as an example, this paper explores the resonance, conflict and development path of the combination of virtual digital people and digital marketing, and summarizes the characteristics of aesthetic topics and reality dissociation.更多还原