Research On VR Advertising And Its Development From The Perspective Of Experience Economy

The experience economy is the fourth economic form after the agricultural economy,the industrial economy and the service economy,and its arrival has made the consumer's consumption behavior and the enterprise brand communication way have changed greatly.For consumers,the factors that affect their consumption is no longer simply limited to the product itself,but gradually extended to the shopping environment and the consumer's own emotions.For enterprises,service and product homogeneity makes profit margins shrink,in order to meet the increasing autonomy of consumers,entertainment needs,companies need to innovate brand communication.The development of virtual reality technology has produced a new form of advertising-VR advertising,VR advertising to the rise of enterprises and consumers to bring a new form of interactive experience.VR advertising sensory experience of the immersion,the timeliness of interactive information,the difference between the user experience and the high precision of advertising and other core features,to a large extent fit the experience of the economic era of consumer demand for the brand,The field offers new ideas.This paper takes the "VR advertisement" as the research object,uses the literature analysis,the comparative analysis,the case analysis research method,analyzes the existing dilemma and the coping strategy of the VR advertisement in the experience economy,and thinks about the economic view of the experience economy The development prospects of VR advertising.This paper is divided into six chapters,the first chapter is the introduction part,introduces the research origin,the domestic and foreign research situation as well as the research design related content.The second chapter is about the experience economy and VR advertisement,which includes the experience of the rise of the economy,the definition,characteristics,user experience,the dimensions of dimensions,etc.,and from the perspective of economic experience VR advertising definition,core features,user experience And so on.The third chapter is the development and application of VR advertising in the view of economic experience.VR advertising is classified according to the advertisement content,and the actual case is analyzed concretely.The fourth chapter analyzes VR advertising and other forms of advertising according to the characteristics of experience economy,and compares the advantages and disadvantages of VR advertising.Chapter 5 analyzes the existing dilemma of VR advertising in the view of experience economy,and puts forward the corresponding measures to solve the specific difficulties in the light of the specific case analysis and comparison results.Chapter 6,in the light of the previous research,VR advertising development prospects.This paper aims to explore the development prospect of VR advertising through the analysis and research on the characteristics,application,dilemma and solution strategy of VR advertising in the view of experience economy,and hope that the research of this paper can play a certain role in the development of VR advertising in the future The reference and inspiration.