餐饮品牌的移动传播研究

发布时间：2018-08-25 15:10

【摘要】：移动互联网技术像一股不可抗拒的力量正在向人类社会的各个行业进行渗透和扩张,并为世界提供了空前的变革推力。每一次人类社会的变革与转型,都伴随着社会关系的革命性变化。人类社会已经步入移动互联网时代,而其中的社会成员也逐步地按照这种新方式与外界进行互动,人与人的社会交往正在跨越基于居住地、宗教、血缘等传统模式的限制。面对全新的生态环境,将传统的餐饮品牌传播观念直接搬到移动互联网上的方法已不再适用,尤其是在这个具有中国特色的移动互联网生态系统中。因此,面对新的传播环境,餐饮品牌如何利用移动传播,实现传播策略上的转型显得尤为关键。移动互联网技术使餐饮品牌的信息传播路径和营销手段发生了改变,也使消费者的餐饮信息接触途径和消费习惯发生改变。餐饮品牌传统的线下发放传单、贴小广告的传播形式已不能适应急剧变化的传播环境和时代的需要。利用移动互联网技术进行品牌传播的成本显然要更为低廉且更为高效。而且智能手机的普及保证了餐饮品牌信息传播渠道的通畅,移动互联网技术发展使线上餐饮品牌蓬勃发展。外国餐饮品牌趋于成熟的移动传播实践为我们积累了不少先进的经验,可以为中国餐饮品牌的移动传播提供借鉴。新兴餐饮品牌的积极“触网”以及移动互联网技术为餐饮行业带来的日益明显的变化都让整个餐饮行业不得不认真审视自己所处的时代,顺应餐饮行业的移动传播趋势。调查显示:自拍、发朋友圈晒图、刷微博已经成为现代人的一种生活方式,人们的注意力正在不断向手机上转移。留住了手机就等同于留住了消费者。为了更好地吸引消费者,餐饮品牌都在想方设法地利用现有的技术与消费者进行互动和交流。作为讯息的接收方,消费者对于餐饮品牌移动传播手段的接触情况和接收意愿直接影响着传播效果的大小。为了节约成本,保证移动传播的有效性,餐饮品牌必须根据受众真实的心理感受和行为选择调整自己的移动传播策略。国内餐饮品牌对于移动互联网技术的应用尚处于初期阶段,虽然存在着诸多不足之处,但是餐饮品牌的移动传播市场已经展现出巨大的发展潜力和价值。餐饮品牌为了迎合消费者的喜好必须最大化地合理发挥移动互联网技术的传播功能。根据现阶段消费者所做出的反馈,提高餐饮品牌的移动传播效果可以从一下几个方面入手:树立社群思维,加强餐饮消费者黏性的维系;创新场景,强化消费体验;借助社会热点,制造有传播力的内容。总而言之,餐饮品牌需要在有吸引力的场景里,针对目标社群,制造有传播力的内容。
[Abstract]:Mobile Internet technology, like an irresistible force, is permeating and expanding every industry of human society, and provides the world with an unprecedented push for change. Every transformation and transformation of human society is accompanied by revolutionary changes in social relations. Human society has stepped into the era of mobile Internet, and the members of the society have gradually interacted with the outside world in accordance with this new way. The social interaction between people is crossing the restrictions of traditional models based on residence, religion, blood and so on. In the face of the new ecological environment, the method of moving the traditional concept of food brand communication directly to the mobile Internet is no longer applicable, especially in the mobile Internet ecosystem with Chinese characteristics. Therefore, in the face of new communication environment, how to use mobile communication to achieve communication strategy transformation is particularly critical. Mobile Internet technology has changed the information communication path and marketing means of catering brands, as well as the ways and habits of consumers' contact with food and beverage information. The traditional online distribution of leaflets and small advertisements can no longer adapt to the rapidly changing communication environment and the needs of the times. The cost of brand communication using mobile Internet technology is obviously cheaper and more efficient. And the popularity of smart phones ensures the smooth channel of information dissemination of catering brands. The development of mobile Internet technology makes online food brands flourish. Foreign restaurant brands tend to mature mobile communication practice for us to accumulate a lot of advanced experience, can provide reference for Chinese restaurant brand mobile communication. The active "contact" of the new food and beverage brands and the increasingly obvious changes brought by the mobile Internet technology make the whole catering industry have to seriously examine the era in which they live and conform to the trend of mobile communication in the catering industry. Surveys show that selfies, photos of friends, and Weibo have become a way of life for modern people, and people's attention is shifting to their mobile phones. Keeping a cell phone is tantamount to retaining a consumer. In order to better attract consumers, restaurant brands are trying to use existing technology to interact and communicate with consumers. As the receiver of the message, the consumer's contact with the mobile communication means and the willingness to receive directly affect the communication effect. In order to save costs and ensure the effectiveness of mobile communication, catering brands must adjust their mobile communication strategies according to the audience's true psychological feelings and behavior. Although there are many deficiencies in the application of mobile Internet technology in domestic catering brands, the mobile communication market of catering brands has shown great potential and value. In order to meet the needs of consumers, restaurant brands must maximize the spread of mobile Internet technology. According to the feedback from consumers at the present stage, we can start with the following aspects to improve the mobile communication effect of food and beverage brands: to establish community thinking, to strengthen the maintenance of food and beverage consumers' stickiness, to innovate the scene, and to strengthen the consumption experience; With the help of social hot spots, to create the content with the power of dissemination. All in all, restaurant brands need to create content that is accessible to the target community in attractive scenarios.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.3;G206

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