社会化媒体环境下饮食文化的营销传播策略研究

发布时间：2018-11-27 10:46

【摘要】：近年来社会化媒体蓬勃发展,技术全面推动了用户自我表达和内容生成的发展;同时,电视纪录片《舌尖上的中国》引爆了美食热潮,各类美食菜谱、美食相机等移动应用与微博、微信等社会化媒体平台上的意见领袖和舆论一起推动了饮食文化在新的时代背景下迸发新生。关于吃什么、怎样吃、在哪里吃等等一系列的饮食消费行为和心理在社会化媒体环境下的传播影响下呈现出极其丰富的状态。我们发现,饮食文化这一悠久课题在社会化媒体的新环境下出现了许多新特征,既强烈反映着新的社会文化,也呈现出大量新的营销价值。过去的饮食文化研究多专注其历史溯源与文学意义,本次研究通过梳理饮食文化在当代社会化媒体各领域内的新表征,分析当代消费文化如何在新的媒体环境下催生出新的饮食文化现象和特征。再梳理探讨了饮食文化在社会化媒体环境下,由企业、大众媒体和自媒体三类主体进行传播的各类传播路径,为饮食相关的产业和品牌的传播与营销活动提出系统的建议与策略。本次研究将社会化媒体时代的新背景与饮食相关的文化现象两者相结合,从传播学的视角出发,用消费主义理论探寻饮食文化传播的新特点。解读新的媒体和技术所推动的文化与艺术的转型,以及同时带动的信息传播与消费方式的转型,得出以下五点构成的营销传播策略系统,第一、多渠道联动;第二、产业上下游参与式互动;第三、建立文化品牌矩阵;第四、话题与口碑营销;第五、消费意见领袖。
[Abstract]:In recent years, social media has developed rapidly, and technology has promoted the development of user self-expression and content generation. At the same time, the TV documentary "China on the tongue" detonated the food craze, various food recipes, food cameras and other mobile applications and Weibo, Opinion leaders and public opinion on social media platforms such as WeChat have pushed food culture into a new era. About what to eat, how to eat, where to eat, and so on a series of diet, consumer behavior and psychology in the social media environment under the influence of the spread of a very rich state. We find that food culture has many new features in the new environment of social media, which not only reflects the new social culture, but also presents a lot of new marketing value. In the past, the study of diet culture mostly focused on its historical origin and literary significance. By combing out the new manifestations of dietary culture in various fields of contemporary social media, This paper analyzes how contemporary consumer culture gives birth to new phenomena and characteristics of food culture under the new media environment. Then it discusses the various communication paths of food culture in the environment of social media, which are transmitted by enterprises, mass media and self-media. To provide systematic suggestions and strategies for the dissemination and marketing of dietetic industries and brands. This study combines the new background of the social media era with the culture-related phenomena of diet and explores the new characteristics of the spread of dietary culture from the perspective of communication theory with the theory of consumerism. Unscrambling the transformation of culture and art promoted by the new media and technology, as well as the transformation of information dissemination and consumption mode driven by the new media at the same time, the following five points constitute the marketing communication strategy system: first, multi-channel linkage; Second, the upstream and downstream interaction; third, the establishment of cultural brand matrix; fourth, topic and word of mouth marketing; fifth, consumer opinion leaders.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206;TS971

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