Research On The Dissemination Strategy Of Gourmet Short Videos

With the rapid development of short video,the short video of food has stood out in many vertical fields and has been favored by users and capital.In addition to its own characteristics,it also benefits from the implementation of communication strategies.At present,the development of short video of food has become a certain scale,and has formed an effective communication strategy,which can provide reference for other vertical short videos.Based on the "5W" model of communication classics proposed by Lasswell,this paper uses the questionnaire survey method and case analysis method to analyze the main body,content,channels,users and effects of the short video communication strategy.Detailed analysis,summed up the creator-based,content-centric,channel-based,user-oriented and effect-oriented communication strategies.At the same time,it also pointed out the problems of the short video of food in the communication strategy and proposed an effective solution.