Research On The Communication Strategy And Effect Of Short Food Video

With the popularity of mobile devices such as smart phones and the maturity of wireless network technology,the Internet devices of Internet users in China have moved from the PC end to the mobile end.In the 4G era,with the gradual relaxation of traffic restrictions and a sharp drop in tariff,a new media form-"short video" began to enter the public vision Compared with the content presentation based on graphics and text,comprehensive short video has become a red sea,and vertical segmentation of the industry has become inevitable Among them,short food videos also emergedThis paper mainly discusses the communication strategies and effects of short food videos from the perspective of communication studies,with four chapters in total.The first chapter starts with the definition of short food videos and classifies them according to different contents.And explore the development process of short video,explore the reasons for its development.The second chapter,based on the theory of 5 w mode from the main body,content,communication channels,audience four aspects of food class short video transmission characteristics,and summarizes the five aspects of food class short video communication strategies:compound production disseminated by subject,the content of the rich and lifestyle creativity,diversity cross-platform precise transmission,the concept of personalized user,communication,business value of derivatives.The third chapter focuses on the analysis of the communication effect of short food videos.In other words,the method of questionnaire survey is adopted to sample the data of the communication of short food videos among the audience.Conclusions are drawn through the analysis of difference,correlation and regression,etc.,and attempts are made to analyze the communication chaos of short food videos.Chapter four puts forward some Suggestions to improve the communication effect of short food videos.