Virtual spokesperson: brand strategy of the leading fast food Virtual spokesperson to promote an enterprise product, according to the characteristics of products or services, while based on market research and consumer psychology designed cartoon characters, animals or other objects, including live images or play cartoon dolls have been very well-known cartoon image. Since the modern advertising has generated, the virtual character has been a foreign endorser important part of many famous foreign brands such as McDonald&#39;s, KFC, Jollibee, Panda Express fast-food companies such as the charm is the use of virtual spokesperson brand-name recognition, and gradually gained recognized and welcomed the audience. However, the attractiveness and advantages of the virtual spokesperson Where is? In the end what is so great that many businesses on the image from the virtual world so loved? Homogeneous competition need to establish brand differentiation Chinese fast food market is rapidly growing and tend to mature. In recent years, Shanghai New Asia emerged as a large package, Malan ramen noodles, Shenzhen, Wang, Lihua Fast Food, Qianxihe, Jiangsu ma&#39;am dumplings, oriental dumplings Wang, Guilin, Guangxi, Wuhan Iron and Steel Group, fast-food company, Guangzhou and other fast Atlantic House the growth of Chinese fast food brand. Some local fast-food brands such as MCA, 900 bowl, blue and white, also have seen significant development. They are learning a large international chain brands QSC - standardization of quality, service, cleanliness, so that they can be based and the rapid development of Chinese fast food market, these show business state is experiencing major transformation, and thus gradually mature. Chinese fast food market is relatively mature and competitive environment is to import the basic conditions of virtual spokesperson. Only in such a competitive environment, the virtual image to the consumer&#39;s mind occupied, otherwise the price competition is easy to use tool will replace the brand. McDonald&#39;s, KFC target consumers with children, young people, hence the use of a virtual spokesperson to get close to good effect. Moreover, with the adult cartoon, more and more adults joined the ranks of favorite virtual spokesperson, virtual spokesperson for imported it provides more choice. Fast-food brand, spending habits is simple, fast, impulsivity, emotional. So brand loyalty is generally low, this decision is easy for consumers to switch to similar products in different brands. The virtual voice itself is an emotional product, it can effectively narrow the distance between consumers and products. Vivid virtual spokesperson, effectively to form the differences between the various brands, so consumers can identify and generate memory. More favorable brand Virtual spokesperson is more conducive to business and establish brand image and communication. With the fast-food products and narrowing the gap between service quality and homogeneity, the current market competition is no longer a tool for product quality, but brands. Currently in China, CI strategy as an important aspect of brand building has also been considerable attention, but as sense of the limitations, many companies in pursuing this work had not taken to the role of a virtual spokesperson. While abroad, many companies regarded as an enterprise virtual voice part of CI strategy to promote and maintain not only a more vivid image of the enterprise, but also to allow enterprises to have more identification signs, thus facilitating the audience&#39;s memory and choice. Ronald McDonald is McDonald&#39;s famous cartoon character, th prototype is only the early operators Crocker restaurants play up the clown distribution of gifts, but because the popular image of the clown were to continue to use, doing my part to become the protagonists of their advertising. Although McDonald&#39;s global development strategy to take root in different countries and different countries make different advertising works, but no matter where, as long as related to the overall image of McDonald&#39;s own ads, Ronald McDonald will appear as a hero. For example, the 2004 Athens Olympics and the NBA during the race in China, McDonald&#39;s produced as a sponsor of the series of ads, Ronald McDonald is the lead of McDonald&#39;s enthusiasm for the expression of support and increase their own contributions towards the ones left. Lower cost endorsement Virtual spokesperson is more of an economic and convenience. There is a big endorsement star high risk of cost effective easy to test, therefore, not suitable for all enterprises. The virtual ad spokesperson in this area has natural advantages. Than celebrity endorsements, the input cost of the virtual spokesperson is used in image design and market research, these cost less and easier to control not only in the input-output ratio to achieve a reasonable configuration. Also in the commercials, the big stars work, tight schedules, making a set of ads will need to spend a lot of time to coordinate and communicate with them. The star is tied up in the case, many advertisers can only turn to the old hold regrets or other advertising material to show with the general model, so that advertising creativity and brilliance. Virtual spokesperson is not that problem. As long as a virtual spokesman for the success established, will never be on standby. Advertisers may at any time, any place, any way to make a virtual spokesperson for their services. This not only facilitates the production of advertising, but also allow advertisers to more reasonable more independently organize their marketing and advertising strategies, the problem will not affect the endorsers or hinder the company&#39;s established advertising program. Use of low risk Virtual spokesman stable and safe and conducive to maintaining corporate image. For enterprises, the biggest endorser of products than the risk of negative news to the star product and the company itself to bring the crisis of imagination. Star is a legal identity and sense of freedom of the individual who, although they can be signed on as spokesman for enterprise products, but the company has for their work and life have no right to intervene. Therefore, the burden of using celebrity endorsements should not only huge capital investment, but also to take responsibility for voice problems, the enterprise to bear huge losses on advertising spending and consider how to maintain the image of companies and products are not affected. And against each star has an audience, if the company ill-considered, hasty opening of a certain star, is likely to give companies the loss of some potential customers, causing some damage. ?Virtual spokesperson, these problems can be effectively avoided. Because they are enterprises according to their needs and objectives of the consumer group&#39;s preferences She Ji and only use specifically, so you can enjoy the Xiguanjinhang Suizhuoshouzhong the flexibility of adjustment, until the person&#39;s tastes Wei Zhi Fu He Juedaduoshu, but from the beginning, the virtual spokesperson on enterprise and products exist only in publicity and promotion, completely dependent on corporate wishes. Ronald McDonald will not make a mistake, because the reality does not exist, naturally, will not do anything harmful to the McDonald&#39;s image. On the contrary, lovely friendly personality will be full of virtual spokesman for the company to win long-term goodwill and visibility, and business or product woe. Greater plasticity Virtual spokesperson will not only increase the use of advertising to see degree, but also show new ad creative. From a technical point of view, the virtual spokesperson to a large extent dependent on animation technology. Continuous development in computer technology today, computer animation of virtual technology has been developed to an unprecedented height, from &quot;Toy Story&quot; to &quot;Finding Nemo&quot;, the virtual digital animation approach the real scene has been a great trend of the environment. In the &quot;Lord of the Rings,&quot; &quot;King Kong&quot; and other large areas in the United States, the role of the virtual computer has reached the point where real ones, so the idea of creators better reflected. The same is true for the commercial production is concerned, because the behavior of a virtual spokesperson can any manipulation by the advertising man, and therefore can be more creative advertising expression of these ideas are impossible or difficult to use some of the performance of ordinary words to break through the advertising limits; in Post-production, advanced 3D animation technology can restore these brainstorms images to the audience with unprecedented visual impact, which succeeded in attracting the attention of consumers, to promote products or services to lay a solid foundation. ? Better stability Virtual spokesperson design autonomy, endorsement specificity, from different areas to meet consumer demands, so as to maintain the unity of brand personality. Voice can be described as a successful enterprise a unique and valuable asset. First, enterprises can find their products a clear and specific virtual voice to the unique personality and image, and similar products to avoid confusion. The long-term stability, as the spokesperson for products different from other similar products to find the unique character, a profound impression on the target audience, after years of tests can still remember. Although Kentucky experienced a number of experiences acquired by other companies (such as Pepsi, Parkson), but the Colonel Sanders image has been dominant with a deep impression on the heart of occupied KFC logo. Virtual spokesperson in an endless stream of new, but the target consumer group in the visibility and recognition is not high. Through comparison and analysis of successful cases, the following six points are worth learning and learning: In compliance with corporate and brand of temperament and future development needs. Do not advocate the development of virtual design as an ordinary two-dimensional works to design. An important feature of virtual spokesperson is its shape temperament can be developed in accordance with the requirements of enterprise design. Some enterprises in the design of the virtual image, but the subjective demands of virtual voice in shape consistent with cartoons, humorous, lively, lovely, nice features, while ignoring the voice as a virtual enterprise should have the most consistent corporate ethos and future development needs of the content of temperament. For instance, real skill to the design of virtual spokesman food chain, like McDonald&#39;s Ronald McDonald, KFC&#39;s KFC colonel as &quot;real effort&qu need a spirit of &quot;martial culture&quot; of the image carrier, but also the cultural integration of enterprises and products and temperament. Then select the physical prowess, physical fitness, righteousness of the Bruce Lee image resembles a virtual spokesperson. His eyes full of power, his action is full of tension, in the global Chinese mind, he is a symbol of national spirit, is the emperor of China&#39;s kung fu. &quot;Xiaolong Ge&quot; maximum effort reflects the culture of physical fitness, practice the essence of the will, the perfect hosts a &quot;real effort&quot; The Global Chinese chain restaurant brands to express all the real people to the international effort, determination to carry forward the Chinese food culture . Second, attention to overall design, and constantly improve. To attach importance to the overall design of a virtual spokesperson to continuously improve their personal image and information to win the target consumers. Although virtual spokesperson does not exist in the real world does not mean they do not have feelings and personality. The present era, is a focus on emotional communication and marketing of the times, provided by the popular virtual spokesperson, are carefully designed, both in image and character recognition by the target consumer group. McDonald&#39;s success lies in its point that the double yellow arches logo. As McDonald&#39;s international language, the M flag a McDonald&#39;s ad the best way to communicate with consumers. McDonald&#39;s advertising in many, if not a &quot;McDonald&#39;s&quot; character, alone, M logo, consumers can also naturally think of McDonald&#39;s. M logo as part of McDonald&#39;s advertising strategy is also essential. Third, their own characteristics, play a brilliant idea. In commercial production, we should make full use of the virtual voice of their own characteristics to attract audience, using the wonderful creativity, to combine with to produce good results. Currently advertising the use of virtual spokesman for the reason generally at a low level, because many advertisers will continue selling them as a simple tool that does not give advertisers more soul and life. To get the public did not really accept the existence of a virtual spokesperson, in addition to advertising creative and work hard no other way. November 14, 2006, KFC announced the official website to the world: the world&#39;s first look into the distance the Earth from space, witness the 8129 square meters KFC unveiled a new logo Worldwide! 812 square meters of giant Colonel Sanders logo, not only is the world&#39;s largest logo is only visible to the Earth in space brand. KFC Corporation election in the world famous UFO (UFO) of both the United States built the history of Rachel, Nevada, the largest identity, and the area is the center of interstellar contact. UFO mystery of all, contact the center of Star, the only visible in the space of the Earth brand, have attracted people&#39;s attention and the media provides an excellent information point. Fourth, focus on promoting all-round display the charm of a virtual spokesperson. The image of the virtual spokesmen have advantages not only works in a variety of ads to play a role, and can extend virtual endorsement of sale terminal charm, contributed to their buying behavior. Such as the Philippines Jollibee Foods Corporation Jollibee use inflatable Idol distributed gifts to children and the formation of a good customer interaction. In addition, spokesmen for the development of virtual peripheral products, such as calendars, watches, lanyards, toys and other items also sell products and attract the perfect gift to buy. Both have a desire to satisfy the consumer, but also to those who follow the virtual idol around consumers, they have a more long-term effects. V. Continuing development of a virtual spokesperson&#39;s image and character traits with the times. Real success the virtual voice never set in stone, they will develop with the times and enterprises adjust and change occur, or will be very easy from the public focus on the aesthetic and business development strategies have been forgotten. This change is not limited to images, but also in the quality of the overall image, including personalized settings. Salt Lake City in the United States since 1952, KFC opened its first store to the present, KFC has gone through the Five logo update. November 2006, KFC &quot;take off&quot; white suit &quot;to wear&quot; red aprons. Colonel Sanders Kentucky new red apron, the brand represents the traditional home-style cooking. It tells customers still like today&#39;s Kentucky Colonel Sanders 50 years ago, in the kitchen cooking fresh hard for the customer by hand, tasty, quality food, giving customers a new closeness experience. Colonel Sanders himself seems to be back next year means the kitchen making chicken plain suck era. The new logo changes from the gentleman to the chef, suggesting a KFC on consumer demand and greater attention to customer value - the white-bearded old man is no longer on the side to see you enjoy delicious, but the cook delicious cuisine for you to the. In the era of integrated marketing communication, the most important thing is to establish the relationship between products and consumers. The new logo is undoubtedly more affinity, better draw distance between the consumer. It makes Colonel Sanders jumped from the upper class to become Justices of the Peace will be cooking for the ordinary people of the neighbor next door to Grandpa! These bold adjustments conform well enjoy the times used in products for the enterprise and gain more new customers while old customers to create something fresh. The virtual voice of &quot;life&quot; has also been extended to the protection of intangible assets of enterprises and value-added contributed. 6, scientific development, and accurate design. In general, the development of a virtual spokesperson processes are: market research - development and design - market testing - import. Once the set of virtual spokesperson, spokesperson for the brand will only long-term, stable image representative, it can not only accompany the brand to grow, because of its unequivocal position that a durable, strong penetration, once the emotional aspects of public relations and the establishment of a Good visibility and impact, in order to bring multi-business interests, the cumulative effect of brand advertising will become increasingly apparent. Which is why the voice in the development of virtual design process, the virtual image of the scientific planning can accurately grasp the target audience&#39;s psychology, business whether the design of the virtual image of the strategic planning and business systems together to consider the virtual image Design success is critical, so to operate according to scientific ideas is particularly necessary.