The Study Of Catering Culture’s Marketing And Communication Strategy Under The Social Media Circumstance

In recent years, Social Media has become a flourishing industry,technology is pushing the development of user’s self-expression and content generation.In the meanwhile,the television documentary “A Bite of China” triggerd the heat of food and catering culture,all kinds of food-related APPs and social websites like Weibo and Wechat has been pushing the reborn of catering culture in the new era.We found that catering culture,always known as a traditional subject,has shown its’ new features,as well as large amount of new marketing and communicating value.It is a kind of strong reflection of new society culture,and also presenting a large amount of new commercial value.Previous studies focused on its’ historical origin and literary significance.In this study,we will arrange the new features of catering culture under the social media circumstance,to find out how consumer culture driven the new features under the new media environment.And then,we discussed about the communication path of catering culture,and we are looking for a series of systematic communication and marketing strategy for catering related industry.In this study,we combine the new background of social media circumstance and catering culture phenomenon together,interpretating them with the theory of consumer culture.From the change of culture and art lead by new media and technology,to the change of information dissemination and consumption patterns,we finally worked out a series of the communicating and marketing strategy system:1st,the linkage within multi-channel;2nd, the interaction from catering related industry’s upstream to downstream;3rd,building a cultural branding matrix;4th, the topic and the word-of-mouth marketing;5th,key opinion leader.