社会化营销语境下餐饮品牌传播路径研究

发布时间：2018-02-07 10:41

本文关键词： 餐饮业品牌传播社会化营销传播路径　出处：《山东师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：餐饮行业作为第三产业的重要贡献者,其带有的劳动密集型特征不仅缓解了我国巨大的就业压力,而且在增加我国的经济收入、提高人民的生活水平以及带动其他产业的发展方面具有重要的意义。随着经济和社会的发展,餐饮行业自身发展呈现出品牌化的趋势:不仅拥有自己的经营理念和价值观,对品牌这类无形资产的塑造也越来越重视。而当下科技的进步与互联网的飞速发展使各类新兴媒体层出不穷,以微博、微信为代表的社会化媒体由于具有互动、参与、社群化等新特点,成为许多餐饮企业与用户沟通的必备工具。因此,在社会化营销语境下,餐饮行业的品牌传播需要与社会化媒体相结合,在考察用户需求的基础上以新颖、互动的传播方式吸引用户参与,满足用户期待,从而提升自身品牌竞争力。本研究运用的主要研究方法是文献分析法与案例研究法。一方面通过中国知网等途径广泛地搜集相关文献和材料,阅读大量有关的专著、期刊和论文,并在此基础上进行分析、归纳和总结,进而将有关的理论补充到文章当中。另一方面,本研究还在餐饮品牌传播路径分析中融入了经典案例——雕爷牛腩,更为直观形象地展示了餐饮品牌在社会化媒体中的传播路径,并在本研究的第二章、第三章和第四章中,结合具有代表性的各类案例进行了探讨。本文第一章总结了社会化媒体营销和品牌传播的相关理论。第二章在相关理论的基础上提出了受众在餐饮品牌社会化营销中的新属性。第三章从广告、公关、销售、口碑、文化五大方面阐述了餐饮品牌的传播路径,并对“雕爷牛腩”等社会化传播的成功案例进行了详细分析。第四章在总结前文等基础上,结合具体案例,对餐饮品牌社会化营销进行了思考,希望对餐饮业使用社会化营销进行品牌传播提供的理论支撑,对未来社会化媒体中餐饮品牌传播路径的研究提供借鉴作用。本研究通过分析餐饮品牌使用社会化媒体的传播路径,认为社会化媒体在餐饮品牌的广告传播、公关传播、销售传播、口碑传播以及文化传播这五方面起着重要作用。但餐饮品牌在互联网时代的传播过程中也存在着一些问题:第一,传播观念老旧,很多企业主被传统观念长期影响;第二,忽视产品品质,品牌所有者过于重视餐饮品牌本身;第三,同质化现象严重,辨识度低;第四,信息传递效果差。因此,餐饮品牌在使用社会化媒体营销的过程中应着力于以下四点:第一,转变传播观念,在传播模式,受众特性和营销手法三个方面进行观念转变;第二,保证认知品质,在社会化传播背景下更要保受众的认知品质;第三,培育核心价值,进行品牌核心价值的定位并进行推广;第四,讲好品牌故事,增加餐饮品牌的影响力和感染力。
[Abstract]:As an important contributor to the tertiary industry, the catering industry is characterized by its labor-intensive nature, which not only alleviates the enormous pressure of employment in our country, but also increases the economic income of our country. It is of great significance to improve people's living standards and promote the development of other industries. With the development of economy and society, the catering industry has a trend of brand development: it not only has its own business philosophy and values, More and more attention has been paid to the shaping of intangible assets such as brands. However, with the rapid development of technology and the Internet, all kinds of new media have emerged one after another. Social media, represented by Weibo and WeChat, are participating in the process because of their interaction. Therefore, in the context of social marketing, brand communication in the catering industry needs to be combined with social media, and on the basis of examining the needs of users, it is novel. Interactive means of communication to attract users to participate, meet the expectations of users, The main research methods used in this study are literature analysis and case study. On the one hand, we widely collect relevant documents and materials and read a large number of related monographs through such channels as China.com. Journals and papers are analyzed, summarized and summarized on this basis, and then the relevant theories are added to the article. On the other hand, this study also incorporates the classic case of beef brisket in the analysis of the transmission path of food and beverage brands. More intuitively and vividly shows the transmission path of food brands in social media, and in the second, third and 4th chapters of this study, The first chapter summarizes the relevant theories of social media marketing and brand communication. The second chapter puts forward the audience in the catering brand social camp on the basis of relevant theories. New attributes in sales. Chapter III: advertising, Five major aspects of public relations, sales, word of mouth and culture have expounded the communication path of catering brands, and have carried out a detailed analysis of successful cases of social communication such as "Diaoye Beef brisket". Chapter 4th, on the basis of summing up the previous articles, combined with specific cases, This paper thinks about the socialized marketing of food and beverage brand, and hopes to provide theoretical support for brand communication by using socialized marketing in catering industry. This study provides a reference for the future research on the communication path of catering brand in social media. By analyzing the communication path of using social media in catering brand, this study thinks that social media is used in advertising communication and public relations communication of food and beverage brand. Sales communication, word of mouth communication and cultural communication play an important role. However, there are some problems in the communication process of food and beverage brands in the Internet age: first, the communication concept is old and old, and many business owners have been influenced by traditional ideas for a long time; Second, ignoring product quality, brand owners attach too much importance to the catering brand itself; third, the phenomenon of homogeneity is serious and the degree of recognition is low; 4th, the effect of information transmission is poor. Therefore, In the process of using social media marketing, restaurant brands should focus on the following four points: first, change the concept of communication, in three aspects of communication mode, audience characteristics and marketing techniques; second, ensure the cognitive quality. In the context of social communication, we should protect the cognitive quality of the audience; third, cultivate the core value, positioning and promotion of the core value of the brand; 4th, tell the brand story, increase the influence and appeal of the restaurant brand.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F719.3;G206

【参考文献】