未来已来，品牌元宇宙内容营销指南

AGUIDEFORBRANDCONTENTMARKETINGINTHEMETAVERSE Copyright©Tezign.com.Allrightsreserved. 劢勻䊺勻ㅷ晥⯋㸙㸿ⰻ㺂蠒Ꝉ䭷⽂ #☳⩕㱣㲉㱴鈸յ清㷄䤗儛յ䈒榫㏜俍鉉䈲洇╈㎁⩕㱣㲉蛈ꛖ⹠㷤飊ⲡ┚儬鷕# ⽬录 SECTION01 劢勻䊺勻⯋㸙㸿蠒Ꝉ 1-1 1-2 1-3 羜俍凹篸 ⩕㱣㲉哮䒞鉯冫 ⩕㱣㲉㏇╈㎁氳⹠㷤儬鷕 SECTION02 ⯋㸙㸿蠒Ꝉ絛ㅷ晥䌄勻涸⟟⧩ 2-1 2-2 ⿁撿⩕㱣㲉蛈ꛖ榟䒳 ⿁撿⩕㱣㲉蛈ꛖ氳⫂㳋冘䡗┚蛽㏐㏜俍 SECTION03 ⯋㸙㸿涸⚺銳⿬♸罏 3-1 3-2 ⩕㱣㲉╈氳╚金⹇┚縖Interviews⩕㱣㲉氳⹇┚縖♜ 絕露 ⿬罌餴俱 ⯝餓㡮僈暵ⵆ뚅靧 Copyright©Tezign.com.Allrightsreserved. SECTION01 劢勻䊺勻 ⯋㸙㸿蠒Ꝉ Copyright©Tezign.com.Allrightsreserved. 1-1 INTRODUCTION 胜兞➝絏 ABOUT METAVERSE *㎂撴全嶏MIDJOURNEYAI榟䡗 鲤仼┕宿䄬科䈢⹠䄭氳վ┕宿䄬㓸罬⩕㱣㲉亍颂鷺车ⲁ亡织2022˒2025䇗տ╈䬠⮽ ㏇┕宿丘䩺◬佄䢦陒憠䋯阻丘㰅顫◲◬佄冏㐉㓸罬⢹⪓丘㰅顫◲金碜䄬㏜盛ⲁ丘㰅⮡䙬◲┯鈺葶⹠㷤璡ն ⩕㱣㲉颂鷺鲹╄哮䒞舅2021䇗Facebook塜䌋䷊⺳╙Meta⹛答⭴聺░㏇⩕㱣㲉 metaverse亡ꪫ鲽⫠氳ꄇ䑐█⻻⿏▽┪槡葶㍴⫂氳⩕㱣㲉婷鉉⺨车┯注簒⪍㏜ⶭ䩺䄬 ㏜⩝儬ն縡⩕㱣㲉瑭┉埠◾注佭♔րmetaverseց氳㰅╬㏇NealStephenson◇1992䇗⮡⛼氳熭䇥㵸陱վSnowCrashտ╈⭴朆⩕㱣㲉╈夷╄⹇┚縖齉僗┉╄⴬骱ն㏇鲹╄谑䦟┪槡⼏ ♜⺎♔鵠鲋AR/VR阻㚷㵨舅骱氳技ꮠյ鈼鈿⽰ⲁ⛼䤸㵤鲽䋯䷒氳粠簇狝ꠑ縡┘⺆佭鵠鲋乄儗㏇粠簇狝ꠑ鲽车2D◬孲ն ⮽☫㛿车┯俋鷥阡湳佭⩕㱣㲉佭㓹◇朆㲓┪槡氳谑䦟狝ꠑ☳崅䡖յ炙◬璡嫚㥊╵⛮뀰䋞⛈ ⮽⺨熨朆㲓㏜俍氳篪┖篪┕┉⛮⴬⪭劭䑐金碜ⴎ䦮冓舚氳婡寁⛮뀰յ╋㳫氳⫂㳋榟䒳յ飃休狝氳炙◬⛮硍յ谑㲓◬◎氳篺宁硍簊ն ☳杼鉯⩕㱣㲉哮䒞⮽僗䷞氳瑞⺭㎁⫂䄬㏜氳蛈ꛖ瓀樋蛽㏐⿁撿☱꧎┉夀蛽㏐յ䱐碠氳休ꠑն 1-2 METAVERSE101 ABOUT METAVERSE ⯋㸙㸿嚋䙁鍒區 ⩕㱣㲉哮䒞氳䋧冘㏇⪓杷葶㍴⫂⮠⮠䋯㡏┉◙逈⯥媯⿁撿⽰蛈ꛖ⼏⼥♜䢦▽鉯氳飊ⲡ奃㞝⪦◸炙◬狝ꠑյ丘㰅䶺♀⽰崅䡖⴬璡塜㏇⹠榟ն泘 ⯥氳⿁撿⩕㱣㲉蛈ꛖ╚金佭⿁撿鵠鲋web.氳䤗儛塑䧏䣒鵲舅䄕氳┥㷯 ⩕㱣㲉蛈ꛖ榟䒳⛮硍☳縡㱮䡗㵒榫䢓氳鉵鱳⽰䏆⿏㲓朆⿁撿丘㰅⴬յ榫䢓㘍Ꝛյ榫䢓鲡蛈璡陆姳ն ⯋㸙㸿涸嚋䙁䎾欽 ⠔ⴔ⚹Ⳝ⚡絶䏞 ●䪮助絶䏞⺫䭍 1.⵲㐉ꛔBlockchain2.⼏儬◬◎Interactivity 3.榾㯹崅䡖Game4.⼏䄄保耇Articialintelligence 5.粠簇⹖鲡畀Network6.丘㰅㰩榟DigitalTwin ●蠒Ꝉ䎾欽絶䏞⺫䭍 ⩕㱣㲉狝ꠑVRVirtualReal ARAugmentedReality丘㰅顫◲Non-FungibleToken丘㰅谑䦟⼏VirtualBeing ☳䤗儛㷄ꪫ氳刻⡬縡銨⿁撿氳⩕㱣㲉蛈ꛖ㓹◇⵲㐉ꛔ䤗儛䯌䋧篺宁⛮硍㓹◇⼏儬◬◎䤗儛㲓朆 催냖簟䈲㓹◇榾㯹崅䡖䤗儛䬠❠婡寁䌋⛮뀰㓹◇⼏䄄保耇䤗儛鲽车㛢㏜俍岑䈲㰣▊㓹◇粠簇 ⹖鲡畀䤗儛䣒鵲保䜕鳀䫙岑䈲鳀䫙⪓䕜鳀䫙嫚㏇鳀䫙┚畀ⱱⷊ僜ⱷ氳㓹滼阻亨㓹◇丘㰅㰩榟䤗儛榟䡗朆㲓┪槡氳ꜳ⥽㵨谑䦟┪槡┚朆㲓┪槡㏇骱♷硍簊յ炙◬硍簊յ篺宁硍簊┕㳢⮊踅⺭顲耇榫䢓╄䓪⴬⫂㳋榟◲⽰㛢⩕⴬┪槡籁鰝冘䋧谑㲓踅⺭氳丘㰅榟孨狝ꠑն •⵲㐉ꛔ ⩕㱣㲉䦦僗㷯◇舅䄕氳篺宁硍簊♔⹖丘㰅顫◲氳冘䋧꧎金⵲㐉ꛔ䤗儛氳㛻ⱱ䶺䱹ն縡丘㰅誾⿁榺◇⪭释┉端◅յ┘⺎㛄⯆յ┘⺎⮇基氳攑䓪㛿抆僗秃誾㷯䓪㍕塝⺎♔榫◇阭䎓 ⽰◬佄丘㰅顫◲㞝荔儛⿁յ崅䡖鷺璡ն •榾㯹崅䡖䤗儛 崅䡖䌖䳫䤗儛յ㲓休峷刌䤗儛♔⹖3D䋧嘗䤗儛齉佭榾㯹崅䡖䤗儛劭䑐╯┉ն⪭╈㲓休峷刌䤗儛⺎♔鵠鲋阞畀儬鈼鈿䤧3D嘗㑔鯸䩦╙2D㎂⥽鲋爊㞑奃㏇朆㲓榟孨╈㵒┉╄㏜俍鲽车䦁拨䡝䎓⥽ն3D䋧嘗⺎♔㵨洡㲓┪槡╈氳擻⛮鲽车丘㰅⴬☳甏⶝氳⭓⛰嘗㑔⮽㛄儷氳鉉荈嘗㑔☳ꪐ䒳⶝╄◲⿁简炐⮽ⲁ䒳㛄儷氳㏜俍㷤炐ն鵠鲋㵒擻杼狝ꠑ氳⪓㶸䈲3D䋧嘗䡘♜⺎♔䐂⮽┚朆㲓┪槡㱮⪓┉舚氳丘㰅㰩榟┪槡鲹█佭㲓朆⩕㱣㲉氳ꄆ金㓹滼ն •粠簇⹖鲡畀䤗儛 •⼏儬◬◎ XRExtendedReality䣲㷤朆㲓佭䧗鵠鲋阞畀儬㵨朆㲓┚谑䦟注篾⺭䣒鵲┉╄⼏儬◬◎氳谑䦟朅㗟佭VRVirtualReality谑䦟朆㲓յARAugmentedReality㘍䍠朆㲓յMRMixedReality岝⺭朆㲓璡㛢熨䤗儛氳簊燢ն •⼏䄄保耇䤗儛 ㏇⩕㱣㲉氳⺨╄㷄ꪫյ⺨熨䈒榫յ⺨╄㏜俍 ┖⼏䄄保耇端抖┘㏇奃㞝⵲㐉ꛔ╈氳保耇 ⺭篑յ⼏儬◬◎╈氳耭儬䫙⹾յ榾㯹崅䡖╈氳创溞⼏擻擻⿁╤舘䗯荣氳舅ⲁ榟䡗յ⩕㱣㲉╈谑䦟⼏擻氳陪ꮠ陃⮷┚陪ꮠ⺭䡗յ┘⺱陪銨╯ꠑ氳儬氳緾陎յAIoTյG/G/畀ⱱ粠簇╈氳粠簇AIյ丘㰅㰩榟╈氳⪓榟⽝⼽僿留杼˟˟⼏䄄保耇峈鵁⮽亡亡ꪫꪫⲂⱱ⩕㱣㲉冘䋧谑㲓踅⺭氳丘㰅榟孨狝ꠑն 粠簇┚畀ⱱ佭⩕㱣㲉端嫏鹵䋯氳䤗儛ꥈ겗ն㏇䎎⯥╙▽席餉⩕㱣㲉㵒⟔䕜抖杼氳䄉㛻畀ⱱ꧎姳 㵨㛻ꄈꠏ丆畀ⱱ鲽车簊┉留杼⽰隀䈲鵠鲋粠簇㵨ꠏ丆阞畀顫嶏荣憠鳀䫙㏇┉颯⫋鵠鲋粠簇㵨阞畀顫嶏䬠❠簄꧎金氳䈒榫⽰僚ⱷ鲹熨㓹◇粠簇姻纺阞畀顫嶏㵒畀ⱱ鲽车簊┉留杼⽰隀䈲㲓朆鳀䫙⽰畀ⱱ氳⪓㷀⚝⴬╙┕㷄┯ⱷ䬠❠畀ⱱ僜ⱷ䇜僄篳╙㲙䢓䬠❠䈒榫氳硍簊逈燢╙畀ⱱ粠簇ն儔全⩕㱣㲉䈤㛻氳丘䩺ꄈ㵒畀ⱱ氳꧎姳⭓╲佭端塛㗟氳ն畀ⱱ粠簇㵨⺸嫚㏇阞畀┚嫚㏇纭䫙碧㳢篾⺭氳亡⺸庌鲽盛ⲁ阞畀┚粠簇岑䈲踅⺭╙⩕㱣㲉䬠❠保耇յ嫚㏇յ刎䓪յⶖ⺱յ舘甏յ㱧⪓氳CPaaSն擻纭粠╙⩕㱣㲉秃꥘宿ꄈ丘䩺6G氳狝-㛿-㏐-宿┉⛮⴬粠簇几冘╙⩕㱣㲉䬠❠保䜕鳀䫙岑䈲鳀䫙⪓䕜鳀䫙嫚㏇鳀䫙Ⲃⱱ榫䢓㲓朆┉䒞㛿㏐┒擻꣮䑐氳⩕㱣㲉䌋婡寁⛮뀰ն ⺁┉亡ꪫ☳⩕㱣㲉蛈ꛖ䈒榫簟䈲全洇⩕㱣㲉哮䒞氳孲车阦⿁撿亡䋯㡏⪩嫱⮽寕顠縖⛮뀰⹩⴬ 浏全氳蛈ꛖ儬⚢⫂㳋㏇⹠榟☳⹫再⮽⮡鵲氳鯸⹩ն 飉全飉㛢氳⿁撿䋯㡏䋧环谑䦟⴬氳⿁撿╚겗┪槡ⴎ䦮NIKEյGUCCIյVANSյCOCACOLA璡篢篢 ┚⩕㱣㲉狝ꠑ䋧环⿁撿⩕㱣㲉╚겗┪槡ն♔⿁撿乄⴬╙╚겗╙榫䢓䬠❠婡寁䌋氳◎ⲁ⛮뀰ն㏇鲹 ╄狝ꠑ╈䤕鰉浔亍氳⫂㳋䎬䒳谑䦟朆㲓硍簊յ丘㰅㰩榟յ◎ⲁ⛮뀰孲鯸浔亍氳ら⿁僜ⱷ丘㰅顫◲յ丘㰅誾⿁յ丘㰅鷺█䬠❠⿁撿熗㓊炙紮留杼氳耇ⱱ㏇鲹ꄅ⿁撿鵠鲋⩕㱣㲉蛈ꛖ氳哮䒞⸼䯌䋧▽舅䄕氳丘㰅篺宁ն 榟䒳冘䋧⪓亍⼏յ顎յ㏜⿁䷞┉⛮⴬蛈ꛖꡘ㏐ ⯋㸙㸿Meta-Verse ♧⚡⟄爢❜ㄤ⡤낉⚹呍䗱涸 贞㹊輑ざ涸侨㶶⚆歲 ⯋㸙㸿姻㖈匬䒊ㅷ晥涸侨㶶絑崸欰䙖♸侨㶶餴❡ⰻ㺂蠒Ꝉ㖈〄欰➢』✲ⵌ ⴯鸣涸鲮」կ ·䪬鲿满倝涸ⰻ㺂䕎䙖贞䬾梡㹊禹絡ծ侨㶶㷜欰ծ✽⸓⡤낉 ·崨鲮满倝涸㉁ㅷ剪⸉侨㶶餴❡ծ侨㶶诡ㅷծ侨㶶麤Ⱘ⛲䲿⣘ㅷ晥猙㚖爢纈盗椚涸腊⸂ ·㖈鵯ꅽㅷ晥鸑鵂⯋㸙㸿蠒Ꝉ涸嚋䙁⿡䵨䒊✫荈䊹涸侨㶶絑崸 Copyright©Tezign.com.Allrightsreserved.6 1-3 OPPORTUNITIESINCHINA ABOUT METAVERSE ⯋㸙㸿㖈⚥㕂涸〄㾝劼麁 2022䇗8僖24仼㏇丘㰅⴬鯸㑔⛮뀰⼽┕⹠ 䄭▽㍑ⱱxbilibili瑭┉╄丘㰅顫◲┕宿丘◬䢦㵒◇丘㰅顫◲⛼▽㍌┘◑⺎⪠眷氳㲋╬㍌┘ⷊ清㷄ら⿁╙ꄌ踅顫 ◲氳┘┕䄬端伺漶篺宁刻⡬氳┘┕䄬丘㰅顫◲◲儹┘裂俏氳┘┕䄬┘瑞⺭㎁㳄嫏䏱嫏鈺氳┘┕䄬◑⺎ⷊ⺎狪鵁յ⺎漶儹յ⺎㲋刻յ⺎孲鵠յ⺎巄嶏⪠眷ⷊ朆ꡙ夀⺎◬佄丘㰅顫◲╚金ⴎ䦮乄轧榟յ丘㰅乄⮡յ寕顠㏜俍յ⿁撿蛈ꛖյ◲┯䈒榫յ丘䩺湳陃◲儹璡⪠熨眷㑔ն ㏇⺵橻䗯休创篪┖孨ⲁ㵑塠ꥈ车䈒鲡縡榟氳⩕㱣㲉丘㰅⫂㳋┚顫◲┉㲋爊䈲┕佭䋧环 ▽┉╄亍氳㨦凹朅㗟ն⩕㱣㲉⽰傾篺氳BTL/digital/social媆☜╫㛻⵲⮷齉佭 ⿁撿ꪫ⺸寕顠縖⚩䲭⟔䕜氳㨦凹峗鷺ն注鰏 ◇⪭☽⚩簊⽰丘㰅蛈ꛖ氳峗鷺⩕㱣㲉催嫱ꄆ◎ⲁ䓪⽰炙◬䓪⚢浏簄寕顠縖催ⷊ休氳 ⹛꺋յ催婡寁氳⛮뀰♔⹖催㛢⽰⿁撿◎ⲁ氳䘶霅狝ꠑն╄⼏阡╙⿁撿㏇⩕㱣㲉氳䈒榫㏜俍⚢佭㛢⩕氳╋㳫氳ⴎ䦮♔技ꄈ孲ꄈ╙泘剝氳⚩䲭campaignյ♔鯸⴬/ROI╙㵗⺸ 氳蛈ꛖ孨ⲁյ䡝縖Ꝛ僿氳榫䢓鲡蛈┚㘍Ꝛ璡 璡ն ⩕㱣㲉蛈ꛖ⚢簄寕顠縖浏全催㞑氳◬◎⛮뀰յ催ⷊ休氳◎ⲁ⹛꺋յ催㛢僗飯յ亍겕氳 ⫂㳋⽰曻嫏ն泘⯥氳⩕㱣㲉蛈ꛖ鲸⺆佭⮠颯塠朆ꡙ夀寕顠縖䏭ꥈ⛮⚢⮽狓珔僗䓃劫겟釙䓪氳⛮뀰⽰⹩⴬ն䩦┉╄亡䌋杼鉯奃㞝15䇗⯥氳㛻㵸궆ⷦ齉㏇⹠⶝건⚩⶝┕ ꪫⷅ僗궆ⷦ榾陚寕顠縖䣒榾陚⸼궆ⷦ队㛚 ⶞榺◇燰ⲁ◎纭粠氳⹠㷤朆㏇寕顠縖▊䘱✳榫㛚⶞䇖⺐全憠궆▽鲹佭┉♭舅抆縡抆⹠榟氳再ն䢦♔朆㏇㏇⩕㱣㲉蛈ꛖ鲸奃鰏企僿蚗菧氳ꡙ夀䡘♜端阷䓃╫鉯ꄂ◬◎⛮뀰㞑յ炙◬䍠յ䷞曎냖寕顠縖佭䏭ꥈget ⮽氳⛙䡘注⟔㏇儔全⩕㱣㲉蛈ꛖ氳⚝ⲡ ⚢ꪝ浪伺简ն㵒⿁撿縡銨⚝ⲡ█简縡佄鈷⩕㱣㲉ꄅ催╋㳫氳⫂㳋曻嫏⺎♔䅬Ⲃ⻹䌖⮽亍氳䇗鰇榫䢓յ⮊㲓䬠ⶍ榫䢓睳䓪浏全榫䢓㘍Ꝛ⺁┉亡ꪫ⩕㱣㲉蛈ꛖ氳┉⮊鉵憠齉佭⺎♔逈鴒巄⮽氳┉亡丘䩺鲹㵒◇ ⿁撿全陱佭ꪝ浪㲒顜氳顫◲ն ⩕㱣㲉蛈ꛖ⚢⽰⪭☽⚩簊蛈ꛖ㨦凹┉劫㰇 Copyright©Tezign.com.Allrightsreserved.7 ㏇浔找㛻浔逈⿁撿⽰寕顠縖✳榫浔湿僿⫂㱚⺎耇端嫏㱮⪓僀创⚩簊蛈ꛖն㏇儔全⿁撿⚢催㞑㏐㵨寕顠縖㏇擻杼┪槡┚⿁撿氳䫙鉵յ◬◎⽰㏇⩕㱣㲉┪槡╈寕顠縖┚ ⿁撿⫂㳋氳◬◎篾⺭颯全奃㞝䒍寕⿁撿⺎ ♔㱮⪓䣒鵲┉㝄⩕㱣㲉⚢⼥鲡蛈◎ⲁ⛮硍 ㏇⩕㱣㲉┪槡ꄅ夷╄寕顠縖齉⺎♔䦦僗┉ ╄舅䄕氳Avatar谑䦟䎬霅擻杼┪槡氳寕顠縖顔⼊▽ら⿁յ⸼ꠅ䈙䣒⶯璡车╙齉⺎♔㏇ ⩕㱣㲉┪槡ꄅ簄◀┉㲋氳燠⮇䡝儹沠寕顠縖⺎♔榫舅䄕氳谑䦟䎬霅㏇⩕㱣㲉ꄅ⛮뀰注䈒儹沠㱮䡗┉◙♳ⱷ䡝◎ⲁ⹛╯⫋♔㱮䡗▽鲹◙♳ⱷ㝂ⲍ簄寕顠縖擻杼┪槡氳寕顠⯉յ孨ⲁ⛮뀰⶯璡䣒鵠朆㲓┪槡⽰⩕㱣㲉氳◬◎ꠊ朅ն Copyright©Tezign.com.Allrightsreserved.8 SECTION02 ⯋㸙㸿蠒Ꝉ絛ㅷ晥䌄勻涸⟟⧩ Copyright©Tezign.com.Allrightsreserved. 2-1 MARKETINGECOLOGYINMETAVERSE ABOUT METAVERSE ㅷ晥⯋㸙㸿蠒Ꝉ欰䙖 ꣮浔⩕㱣㲉哮䒞氳孲车⿁撿亡䋯㡏⪩嫱⮽寕顠縖⛮뀰⹩⴬浏全氳蛈ꛖ 儬⚢ն 黁╫⿁撿㞝⛰☳蛈ꛖ鈼鉉䫓碠⩕㱣㲉氳榟䒳⼱ꪫ㵒鲹╄ꠋ겗䡘♜꺙⩝꧎金 ▽鉯⮽氳佭⪩◇朆ꡙ夀⩕㱣㲉⛮뀰氳嘗䌋┚䤗儛䎬䌋ն⩕㱣㲉蛈ꛖ榟䒳硍簊金姳⿁撿耇⮡鵲瑞⺭⩕㱣㲉攑䏣氳⛮뀰丞⛮⫂㳋金碜ⴎ䦮丘㰅僀骱յ丘㰅顫◲յ丘㰅㰩榟璡ն ⯋㸙㸿⡤낉 •丘㰅僀骱夷╄⼏鲽⪍⩕㱣㲉休齉⚢♔┉╄丘㰅鉉荈╙╚겗鲽车车ⲁ ┚◬◎鲹佭䡘♜㏇⩕㱣㲉╈氳╚⛮█佭⩕㱣㲉氳劭䑐剝䑪擻նꢝ塝╯ 㛚鲸ⴎ䦮⩕㱣㲉┪槡╈氳⸊⛩妩贞䬾⩐⫸յ╚璡⪦⺱篯䡗⩕㱣㲉 ╈ր⼏ց氳冘䡗ն •丘㰅顫◲⩕㱣㲉┉㲋㰇㏇⺎孲鵠⺎◬佄氳擻⿁ⴎ䦮丘㰅ら⿁յ侨㶶诡ㅷյ丘㰅燠⮇璡⼏┚⼏㏇鲹╄鲋爊╈◲榟䢦隐氳篺宁车╙█佭⩕㱣㲉 ╈氳释攑⛮뀰ն •丘㰅㰩榟鵠⟂全阯佭⯋㸙㸿㖞兞鵠鲋谑䦟乄㥊⽰㘍䍠朆㲓亡䌋䋧环 ⩕㱣㲉狝ꠑ⺵橻䗯休创氳炙⚢羜俍╯┖┘阷佭谑䦟⚢阫յ鲸佭篪┕庌そ⚢յ䡝縖谑䦟䦁⶞谑䦟乄㥊⽰㘍䍠朆㲓席餉▽⼏♜饖飉