Virtual-physical alliance in the metaverse ecosystem: Business model evolution and optimal deployment of knowledge management strategy

With information technology development and cross-organizational strategic collaboration, implementation scenarios and scope of knowledge management strategies have become more extensive. Leveraging advanced knowledge management approaches to seek innovation and ensure sustainability has become imperative. The metaverse promotes the innovation and evolution of business models, achieving a business reconstruction from traditional e-commerce models to virtual-physical alliances, and the knowledge management strategy from different market forces accelerates this process. This study explores the internal logic behind the emergence of new business models in the metaverse, providing a robust framework for understanding the inseparable relationships between metaverse technology, knowledge management, and business model innovation. By analyzing the synergistic effects of metaverse technology-driven brand strategy interaction, market value acquisition, and knowledge management deployment, this research elucidates how brands can optimize customer experiences while maintaining sustainable growth. Utilizing quantitative data analysis and qualitative case study, the study identifies key mechanisms by which the metaverse enhances product differentiation, the fusion of virtual and physical economies, and sustainable marketing strategies through knowledge-based business model innovation. The findings suggest robust knowledge management frameworks in metaverse ecosystems significantly improve customer satisfaction, higher conversion rates, and sustained profitability. This paper provides actionable insights for metaverse market participants aiming to harness the potential of advanced technologies and knowledge-driven approaches to promote long-term economic sustainability and deliver superior value to customers. The implications of this study extend to policymakers and technology service providers seeking to foster inclusive and resilient digital marketplaces.