在精准营销背景下,提出为满足用户个性化需求的虚拟数字人设计特征要素与设计策略。以任务导向型与身份导向型虚拟数字人为对象,归纳构建虚拟数字人特征所涉及的人设内容、视觉形象、行为交互、用户体验以及情感化设计要素,其共同决定了虚拟数字人满足认知、情感、社交、身份与娱乐等多元需求的能力。在此基础上,强调提升虚拟数字人在跨渠道场景中的情感共鸣度、交互流畅度与品牌转化效果,提出沉浸式视觉体验适配、情感驱动的身份认同、个性化媒介触点优化、聚焦用户共创的协同进化设计策略。研究结果表明个性化导向的虚拟数字人设计不仅能增强与用户的情感联结,还有益于提升营销参与度和商业转化率,所提特征要素和策略可为虚拟数字人设计提供理论框架和设计实践参考,助力精准营销与数字体验创新。

Against the backdrop of precision marketing, the work aims to propose design features and strategies for virtual digital humans that address users' personalization needs. With both task-oriented and identity-oriented virtual digital humans as the research objects, the core design elements involved in character narrative, visual appearance, behavioral interaction, user-experience optimization, and emotional engagement are summarized. These elements jointly determine a virtual human's capacity to satisfy users' cognitive, emotional, social, identity, and entertainment needs. Building on this feature set, the focus is placed on the importance of enhancing emotional resonance, interaction fluency, and brand-conversion effectiveness across channels, and the design strategies of immersive visual-experience adaptation, emotion-driven identity resonance, personalized media touch-point optimization, and co-evolution through user co-creation are put forward. The findings indicate that personalization-oriented virtual human design not only strengthens emotional bonds with users, but also improves marketing engagement and commercial conversion rates. The proposed feature matrix and strategy framework provide theoretical and practical guidance for virtual digital human design, thereby supporting precision marketing and digital experience innovation.