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초록
The Purpose of this Study is to explore the new direction for Metaverse marketing and I analyze case of Metaverse marketing focusing on jewelry brand and changes of IT technology for Metaverse Roadmap 2.0. Based on the analyzed marketing strategy, jewelry brands compare and study Metaverse marketing cases to draw implications. As a result of the study, successful Metaverse marketing provides a personalized experience in the virtual space and is accompanied by analysis of the customer journey, and this can be confirmed in the case of global brand. As a future research direction, Through in-depth research on marketing ROI(Return On Investment), I contribute to enhancing the competitiveness of jewelry brand.
키워드
Jewelry Brand; Metaverse Marketing; Virtual Reality; BVLGARI; Golden dew; LLOYD; 주얼리 브랜드; 메타버스 마케팅; 가상현실; 불가리; 골든듀; 로이드
- 제목
- 주얼리 브랜드의 메타버스 마케팅 사례 연구
- 제목 (타언어)
- A Case Study on Metaverse Marketing of Jewelry Brand
- 저자
- 강혜림
- 발행일
- 2022-01
- 저널명
- 디지털융복합연구
- 권
- 20
- 호
- 1
- 페이지
- 285 ~ 291