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论文编号：	14844
作者编号：	2320224051
上传时间：	2024/12/4 14:35:39
中文题目：	硅基智能公司“硅语”数字人平台营销策略研究
英文题目：	Research on Marketing Strategy of Silicon Intelligence Company''''s “Gui Yu ” Digital Human Platform
指导老师：	杜建刚
中文关键字：	数字人；市场推广策略；市场细分；人工智能应用营销
英文关键字：	Digital Human; Marketing Promotion Strategy; Market Segmentation; Artificial Intelligence Applications Marketing
中文摘要：	伴随着人工智能（Artificial Intelligence）和数字人技术（Digital Human Technology）的迅猛发展，数字人展现了更强的拟人性和交互性。从2023年开始大模型（LLM）的接入让数字人真正有了交互能力，数字人产品在多个行业实现了广泛应用，数字人+娱乐形成了数字主播、虚拟演员，数字人+行业形成了行业顾问、数字员工、数字客服，数字人+交互陪伴形成虚拟陪伴、数字伴侣等。行业处于爆发初期，虽然产品还未能形成统一化标准，但各大数字人公司已经开始搭建统一化数字人产品平台来满足市场化需求，如何销售数字人平台，快速扩大市场占有率，找到更大的细分市场是现在数字人公司的主要研究方向。 硅基智能公司数字人平台销售迅猛增长，市场展现出极大的需求和兴趣。现在关于数字人相关研究主要还停留在如何使用数字人进行数字人营销，品牌价值以及客户接受程度上。本研究立足于人工智能产品应用与营销学科的交叉领域，聚焦于数字人平台的市场推广策略研究，旨在构建一个关于数字人平台科学、高效的市场推广理论框架。本研究利用了市场营销STP分析框架对目标客户进行分析，并根据已经合作客户的市场调研数据分析，总结出硅基智能数字人平台在市场营销策略中存在不足。据此，构筑了综合STP营销策略4Ps营销理论及扩展7Ps服务营销理论的市场推广策略，针对不同市场细分场景制定差异化的推广方案。最终，针对优化的营销策略能够顺利实施提出了保障措施。 本研究构建了基于硅基智能公司的数字人平台营销模式，创新的将市场细分和人工智能领域的发展成果相结合，以期为数字人产品的全方位市场推广战略提供指导。研究成果不仅为硅基智能公司数字人平台提供精准的市场推广方向，也为数字人技术的商业化道路拓展了新思路，具有较高的学术价值及实践意义。
英文摘要：	The rapid development of Artificial Intelligence (AI) and Digital Human Technology has made digital humans more lifelike and interactive. Since 2023, the integration of large language models (LLM) has truly given digital humans the ability to interact. Digital human products have been widely applied across various industries, forming digital anchors and virtual actors with entertainment, industry consultants, digital employees, and digital customer service with industry, and virtual companions and digital partners with interaction and companionship. The industry is in its infancy, and although products have not yet formed a unified standard, major digital human companies have begun to build unified digital human product platforms to meet market demands. How to sell digital human platform, quickly expand market share, and find larger market segments are the main research directions for digital human companies now. Silicon Intelligent Company's digital human platform sales have grown rapidly, and the market has shown great demand and interest. Current research on digital humans is still focused on how to use digital humans for digital human marketing, brand value, and customer acceptance. This study is based on the intersection of AI product application and marketing disciplines, focusing on the research of market promotion strategies for digital human products, aiming to build a scientific and efficient theoretical framework for the market promotion of digital human products. The study uses the STP analysis framework for actual target customers, and at the same time, summarizes the problems in the market promotion process of Silicon Intelligent Digital Human platform based on the market research analysis results of existing cooperative customers. Accordingly, a market promotion strategy that integrates the 4Ps marketing theory, STP marketing strategy, and SWOT analysis has been constructed, and a differentiated promotion plan has been formulated for different market segmentation scenarios. Finally, measures have been proposed to ensure the smooth implementation of the specified marketing strategy. This study constructs a digital human platform marketing model based on Silicon Intelligent Company, innovatively combining market segmentation with the development achievements of the AI field, in order to provide guidance for the comprehensive market promotion strategy of digital human platform. The research results not only provide a precise market promotion direction for Silicon Intelligent Company's digital human platform but also expand new ideas for the commercialization path of digital human technology, which has high academic value and practical significance.
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