發(fā)布時間：2018-02-07 10:41

  本文關(guān)鍵詞： 餐飲業(yè) 品牌傳播 社會化營銷 傳播路徑　出處：《山東師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：餐飲行業(yè)作為第三產(chǎn)業(yè)的重要貢獻(xiàn)者,其帶有的勞動密集型特征不僅緩解了我國巨大的就業(yè)壓力,而且在增加我國的經(jīng)濟(jì)收入、提高人民的生活水平以及帶動其他產(chǎn)業(yè)的發(fā)展方面具有重要的意義。隨著經(jīng)濟(jì)和社會的發(fā)展,餐飲行業(yè)自身發(fā)展呈現(xiàn)出品牌化的趨勢:不僅擁有自己的經(jīng)營理念和價值觀,對品牌這類無形資產(chǎn)的塑造也越來越重視。而當(dāng)下科技的進(jìn)步與互聯(lián)網(wǎng)的飛速發(fā)展使各類新興媒體層出不窮,以微博、微信為代表的社會化媒體由于具有互動、參與、社群化等新特點(diǎn),成為許多餐飲企業(yè)與用戶溝通的必備工具。因此,在社會化營銷語境下,餐飲行業(yè)的品牌傳播需要與社會化媒體相結(jié)合,在考察用戶需求的基礎(chǔ)上以新穎、互動的傳播方式吸引用戶參與,滿足用戶期待,從而提升自身品牌競爭力。本研究運(yùn)用的主要研究方法是文獻(xiàn)分析法與案例研究法。一方面通過中國知網(wǎng)等途徑廣泛地搜集相關(guān)文獻(xiàn)和材料,閱讀大量有關(guān)的專著、期刊和論文,并在此基礎(chǔ)上進(jìn)行分析、歸納和總結(jié),進(jìn)而將有關(guān)的理論補(bǔ)充到文章當(dāng)中。另一方面,本研究還在餐飲品牌傳播路徑分析中融入了經(jīng)典案例——雕爺牛腩,更為直觀形象地展示了餐飲品牌在社會化媒體中的傳播路徑,并在本研究的第二章、第三章和第四章中,結(jié)合具有代表性的各類案例進(jìn)行了探討。本文第一章總結(jié)了社會化媒體營銷和品牌傳播的相關(guān)理論。第二章在相關(guān)理論的基礎(chǔ)上提出了受眾在餐飲品牌社會化營銷中的新屬性。第三章從廣告、公關(guān)、銷售、口碑、文化五大方面闡述了餐飲品牌的傳播路徑,并對“雕爺牛腩”等社會化傳播的成功案例進(jìn)行了詳細(xì)分析。第四章在總結(jié)前文等基礎(chǔ)上,結(jié)合具體案例,對餐飲品牌社會化營銷進(jìn)行了思考,希望對餐飲業(yè)使用社會化營銷進(jìn)行品牌傳播提供的理論支撐,對未來社會化媒體中餐飲品牌傳播路徑的研究提供借鑒作用。本研究通過分析餐飲品牌使用社會化媒體的傳播路徑,認(rèn)為社會化媒體在餐飲品牌的廣告?zhèn)鞑�、公關(guān)傳播、銷售傳播、口碑傳播以及文化傳播這五方面起著重要作用。但餐飲品牌在互聯(lián)網(wǎng)時代的傳播過程中也存在著一些問題:第一,傳播觀念老舊,很多企業(yè)主被傳統(tǒng)觀念長期影響;第二,忽視產(chǎn)品品質(zhì),品牌所有者過于重視餐飲品牌本身;第三,同質(zhì)化現(xiàn)象嚴(yán)重,辨識度低;第四,信息傳遞效果差。因此,餐飲品牌在使用社會化媒體營銷的過程中應(yīng)著力于以下四點(diǎn):第一,轉(zhuǎn)變傳播觀念,在傳播模式,受眾特性和營銷手法三個方面進(jìn)行觀念轉(zhuǎn)變;第二,保證認(rèn)知品質(zhì),在社會化傳播背景下更要保受眾的認(rèn)知品質(zhì);第三,培育核心價值,進(jìn)行品牌核心價值的定位并進(jìn)行推廣;第四,講好品牌故事,增加餐飲品牌的影響力和感染力。
[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.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F719.3;G206

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 王孜文;尹洪;;社交媒體廣告?zhèn)鞑ゲ呗蕴骄縖J];出版廣角;2016年17期

2 ;CNNIC發(fā)布第37次《中國互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計報告》[J];國家圖書館學(xué)刊;2016年02期

3 王琰;;新媒體環(huán)境下的公共關(guān)系傳播策略研究[J];新聞知識;2015年10期

4 丁家永;;社會化媒體對品牌營銷的影響[J];心理技術(shù)與應(yīng)用;2015年05期

5 戴世富;韓曉丹;;基于傳播誘因的社會化營銷傳播研究[J];華南理工大學(xué)學(xué)報(社會科學(xué)版);2015年02期

6 劉曉燕;鄭維雄;;企業(yè)社會化媒體營銷傳播的效果分析——以微博擴(kuò)散網(wǎng)絡(luò)為例[J];新聞與傳播研究;2015年02期

7 劉小娥;;新媒體背景下品牌傳播問題研究[J];科技視界;2014年35期

8 連超;;淺析虛實整合的社會化營銷趨勢[J];北方經(jīng)貿(mào);2014年11期

9 沈露;;淺談品牌的社會化營銷[J];包裝世界;2014年03期

10 張繼周;;社會化媒體語境下的品牌文化傳播策略研究[J];欽州學(xué)院學(xué)報;2014年01期

相關(guān)碩士學(xué)位論文 前10條

1 成希祥;互聯(lián)網(wǎng)經(jīng)濟(jì)發(fā)展視角下餐飲業(yè)社會化營銷模式的研究[D];浙江大學(xué);2015年

2 劉曉偉;社會化媒體營銷研究[D];山東師范大學(xué);2014年

3 劉雪雪;社會化營銷對品牌形象廣告塑造的研究[D];新疆大學(xué);2014年

4 王萌萌;基于微信的品牌傳播研究[D];吉林大學(xué);2014年

5 張麗;社會化媒體營銷背景下微信的精準(zhǔn)營銷研究[D];吉林財經(jīng)大學(xué);2014年

6 羅燕妮;社會化媒體環(huán)境中的口碑傳播研究[D];華南理工大學(xué);2013年

7 葉靜;社會化媒體語境下企業(yè)微博與微信營銷研究[D];暨南大學(xué);2013年

8 楊斌;餐飲業(yè)區(qū)域集群品牌的合作營銷研究[D];蘭州理工大學(xué);2013年

9 方冰;基于社會化媒體營銷的品牌內(nèi)容傳播[D];中國科學(xué)技術(shù)大學(xué);2010年

10 方慧;基于網(wǎng)絡(luò)的受眾品牌認(rèn)知研究[D];上海交通大學(xué);2009年

，

本文編號：1494185