| In recent years,with the advance of the "Internet Plus" strategy,all walks of life have launched the "Internet plus" fusion,so the food industry,more and more local snacks are going to go out of the mainland,to the whole country and the rest of the world through the power of network communication.Liuzhou river snails rice noodle,as a strong regional characteristics of niche snacks,quickly became popular on the internet in the promotion of the development mode of "Internet plus industrialization" by Liuzhou's government,and has upgraded a real popular delicacy.Regardless of the E-commerce sales,the Internet search or the degree of disputed,all of them are rising continuously.delicacy,sales of electricity supplier network search or hot degree,have continued to rise sharply.The industry of Liuzhou river snails rice noodle is gradually shifted to industrial development,and from localized to internationalized development.In the course of Liuzhou river snails rice noodle becoming famous,the packaged products has entered the e-commerce platform,which has brought about a new marketing mode of Liuzhou river snails rice noodle,and the Internet marketing communication has become the key to the rise of it.However,most of the packaged brand businesses,their production technology is immature,the production quality is low,and marketing communication is poor,so it is difficult to establish brand image.At the same time,as a new thing,there are few studies on the Internet marketing communication of the Liuzhou river snails rice noodle,which can not give the relevant experience support.These factors have seriously restricted the development of the industry of Liuzhou river snails rice noodle.At present,in the large number of packaged Liuzhou river snails rice noodle on the E-commerce platform,as the highest selling brand,the single day's sales volume of Luobawang is about 100 thousand packages.Guangxi Luobawang Food Co.,Ltd.is undoubtedly the leader in this industry.The paper uses the case study method and the interview method,combining the new background of "Internet plus" era and the phenomenon of Liuzhou river snails rice noodle popular on the internet,and studied from the perspective of communication.By combing the process of Luobawang's Internet marketing communication,we can find that it follows the marketing communication method as "from 'agenda building' to 'opinion leader'to 'oral spreading'".In which,the agenda building is the 'beginning,the opinion leader is the node,and the oral spreading is the diffusion point.On this basis,this paper analyzes the shortcomings of Luobawang's Internet marketing communication in the present stage,including the lack of attraction of topic setting,the low development and utilization of opinion leaders,the decentralization of oral spreading's effect,and there is no response mechanism of negative opinions,and so on.Finally,this paper is based on the humanism,the core concept of marketing,try to put forward the promotional strategies of Internet marketing communication of Liuzhou river snails rice noodle,under the background of "Internet plus" era.The first is innovation topic setting,strengthening content operation;second is the precision of opinion leaders,strengthen information arrival;third is to create brand differentiation,and deepen the community connection.The significance of this study lies in the interpretation of the network marketing communication strategy of Liuzhou river snails rice noodle under the guidance of "Internet plus" strategy,in order to analyze the development of valuable experience,promote the industrial upgrading of Liuzhou river snails rice noodle,and even promote the similar local special snack to achieve the "Internet plus" transformation. |
