洛天依作为一款VOCALOID中文声库和虚拟形象，由雅马哈公司的VOCALOID3语音合成引擎为基础制作而成，在微博拥有90多万的粉丝（截止至2017年3月），甚至于2016年登上湖南卫视第十一届金鹰节互联盛典。在新媒体领域以及互联网上各类营销模式快速发展的时代背景下，可以说洛天依是国内的虚拟偶像中较为成功的一个案例。目前国内相关作品的营销模式都处于起步与尝试阶段，多为强行借鉴外国的营销模式。 本文以洛天依为例，分析研究虚拟偶像的拟人化营销，从洛天依这一案例的拟人化营销构成、拟人化营销渠道，以及拟人化营销效果，通过发放问卷与统计分析来探讨消受众态度是否会受到营销品牌的拟人化的影响，对产品本身增进了解、产生信任，并且对其具有一定程度上的情感联系。本文相信，以拟人化营销为切入点，分析洛天依这一案例的营销模式的成功与不足，将在一定程度上影响国内虚拟偶像以及相关品牌的营销。

In the new media field and the Internet on the various types of marketing model on the rapid development of the times under the background, Luo Tianyi is a VOCALOID Chinese sound library and virtual image, by the Yamaha company's VOCALOID3 speech synthesis engine based on the production. In the microblogging has more than 90 million fans (March 2017), and even in 2016 on the Hunan TV 11th Golden Eagle Festival interconnection ceremony. It can be said that Luo days depend on a more successful case in the domestic virtual idol. At present, the marketing model of domestic related works is in the starting and trying stage, and more for the foreign use of foreign marketing model. In this paper, Luo Tianyi, as an example, analyzes and studies the anthropomorphic marketing of virtual idol, the composition of anthropomorphic marketing from Luo Tianyi, the anthropomorphic marketing channel, and the anthropomorphic marketing effect. Through the questionnaire and statistical analysis, Whether it will be the impact of the marketing brand anthropomorphic, the product itself to enhance understanding, generate trust, and its a certain degree of emotional connection. This paper believes that the success and lack of marketing model of Luo Tianyi in this case will affect the marketing of domestic virtual idol and related brand to a certain extent.