基于品牌依恋的餐饮类短视频自媒体品牌设计研究

发布时间：2018-03-01 10:30

本文关键词： 短视频自媒体品牌依恋用户需求　出处：《浙江工商大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着移动互联网下自媒体的迅猛发展,短视频成为自媒体发展的重要方向,同时餐饮类短视频具有信息接受度高、生活化、原创性、感染性等优势而备受关注。但是由于用户需求不清晰、同质化现象严重、内容质量低下等问题,此类自媒体的用户依恋度和用户黏度被大幅度地降低。因此餐饮类短视频自媒体如何突破现有的障碍,如何走出品牌化之路,最终形成用户对其的品牌依恋,是本文研究的重点。为了给调研提供方向和范畴,本文首先对餐饮类短视频自媒体的品牌设计的背景、现状以及研究对象的概念进行阐述,得出品牌依恋影响因素是"品牌和自我的关联",即"自媒体与用户的关联"。其次,笔者利用大数据统计对市场进行了调研,分别获取餐饮类短视频自媒体情况和用户情况的调研数据。再者,本文将以上的数据通过"品牌和自我的关联"的品牌依恋成因维度和"企业识别系统"的品牌设计维度进行归纳分析,并得出设计要素,构建出品牌设计新路径下的三维度。最后,从三个维度对餐饮类短视频自媒体的品牌设计提出了理论性指导策略。
[Abstract]:With the rapid development of self-media under the mobile Internet, short video has become an important direction of self-media development. But due to the lack of clear user needs, serious homogenization, low quality of content, and so on, The degree of user attachment and the user viscosity of this kind of self-media have been greatly reduced. Therefore, how to break through the existing obstacles, how to get out of the way of branding, and finally form the user attachment to its brand, In order to provide the research direction and scope, this paper first describes the background, current situation and the concept of the research object of the brand design of the catering short video self-media. It is concluded that the influence factor of brand attachment is "the connection between brand and self", that is, "the connection between self-media and users". Secondly, the author makes use of big data's statistics to investigate the market. Obtain the investigation data of the food and beverage short video from the media and the user respectively. Furthermore, In this paper, the above data are summarized and analyzed through the brand attachment dimension of "brand and self" and the brand design dimension of "enterprise identification system", and the design elements are obtained. Finally, three dimensions of brand design are constructed. Finally, theoretical guidance strategies are put forward for brand design of short video self-media for catering from three dimensions.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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