Research On Community Marketing Of Food We Media

Community marketing is a typical marketing method under the environment of Internet economy.Especially since 2012,with the establishment and rapid development of "Luo Ji thinking",practitioners in various industries have seen the great potential of community marketing.In the food industry,there are also many brands that are trying to do community marketing.Cat's Kitchen,which mainly produces food content,is one of the more successful cases.This paper takes Cat's Kitchen as the research object,operation case analysis method,literature analysis method,combined with the ISOOC model of community marketing,analyzing and summarizing its development strategy in community marketing,and putting forward some suggestions.In order to provide We media in food industry innovation and development to provide convenience.Up to now,there is no clear explanation for the definition of "food from the media" in academic circles.After summing up: food self-media mainly with the help of the network platform(including various social networking sites,such as app)to release food as the main content of the We media.At the same time,according to the existing gourmet food content output from the media as the basis for the division,We media in food can be divided into food recommendations,food evaluation,big stomach king eating and sowing classes,gourmet related exotic and funny kind,food culture class,Catering marketing and management of these six.Cat's Kitchen is a kind of food recommended by the content of the production of We media.In the political environment,the national laws and regulations provide the green space for the development of the We media in food.The economic trend of continuous growth provides economic security for the development of food marketing in the media community.In the social and cultural environment,with the popularization of Internet technology,people's living habits are also affected accordingly.The demand for a diverse audience of high standards is beginning to emerge;in the technological environment,technological advances have provided adequate facilities for the marketing of gourmet foods within the media community.Which easily make the cross-platform collaboration and payment way more convenient and fast.Through induction and analysis,we can see that there are three main problems in the development of food industry from the development of the media industry: the content quality is uneven,the homogenization phenomenon is relatively common,and the channels of cash realization are slightly narrow.These all make gourmet kind from media oneself need to make adjustment and innovation.In addition,the adoption of community marketing for the gourmet media has obvious advantages in itself: the food community has the same appeal,and the community contributes to the weak connectivity of We media.The community opens the way for the promotion of gourmet self-media brands.All these conditions are the advantages of community marketing in the choice of food from the media.The development strategy of community marketing of Cat's Kitchen is mainly based on the ISOOC model of community marketing: in the aspect of attracting the same good,the Cat's Kitchen makes clear the brand value concept by combining the CIS,and touches the pain point to attract the same group;In terms of structure,Cat's Kitchen forms a complete community structure,and makes reasonable management rules according to community structure in combination with its own brand development characteristics;in terms of content output,Cat's Kitchen forms a complete community structure,and at the same time,it formulates reasonable management rules according to its own brand development characteristics.Cat's Kitchen attaches great importance to high quality and high standards of content,telling stories with sincerity and activating the scene by symbols;on the operational side,the eclipse takes a dialogue and activity to stimulate the activity of the community;and in the aspect of reproduction,Cat's Kitchen realizes cross-platform media association and commercial operation of brand ecommerce,thus forming a community media association.The attempts and achievements made in the marketing of social groups have high reference value and enlightenment for the development of community marketing in the media of food.The food We media practitioners should correctly understand the concept of the community,attach importance to the management of the opponents,attach importance to the development of the community,and need to develop a strategy for strategic development.