中国虚拟主播业破圈热的困境与破局之道
The Predicament of Chinese Virtual Streamer Crossover Marketing and the Ways for Breakthrough

近年来，B站于虚拟主播业务中积极实施破圈策略拓展用户群，为其带来了大量虚拟主播次生用户，从表面上看确实在短期内为中国的虚拟主播产业带来了巨大的用户与流量，但区别于虚拟主播的原生用户，次生用户属于不同的文化圈层存在文化及其消费逻辑的差异，且中国本土虚拟主播在文化资本积累也弱于日本虚拟主播，种种因素影响下，破圈策略带来的次生用户的商业价值相对较低，也未能改变日本虚拟主播主导中国本土市场的现实。为此，本土虚拟主播应在遵循虚拟主播市场逻辑的基础上，寻求技术突破并加强虚拟主播文化资本积累，重构产品链及其文化内涵，实现次生用户的商业价值转化，发展出一条适合国产虚拟主播盈利的体系。
In recent years, Bilibili has expanded their virtual streamer consumer group by utilising the strategy of crossover marketing. This strategy brings a huge scale of secondary user of virtual streamer, which at first would seem like a great success for the Chinese virtual streamer market as the user increased sharply within a short amount of time. However, the secondary user of virtual streamer belongs to different kulturkreis, following different culture and consumption logic, which is in contrast to the primary user. Furthermore, in comparison with the Japanese virtual streamer, the Chinese local virtual streamer falls behind in cultural capital accumulation due to a number of reasons. One of the reasons is that the users from the crossover marketing strategy are not as valuable as those of primary user, hence the Japanese virtual streamer is still dominating the Chinese market. Due to this reason, Chinese virtual streamer should follow the logic of virtual streamer market by seeking technologic breakthrough, strengthening the process of virtual streamer’s cultural capital accumulation, rebuilding the production chain and its cultural connotation to achieve the target of commercial value transformation from the secondary user, as well as developing a profit system suitable for Chinese virtual streamer market.