Research On The Business Creativity Of Wanghong Restaurant From The Perspective Of Cultural Diamond Theory

With the development of social network and we media,consumer culture presents a diversified development trend.As a cultural phenomenon,online Red catering meets t he needs of public entertainment,social communication and personal emotional identity.This paper focuses on the business creativity of "wanghong catering",expounds and analyzes the reasons and characteristics of its rise,and takes the cultural diamond as the theoretical basis,focusing on the four perspectives of cultural object,artist,audience and society“ As a cultural object,online Red catering is an important carrier of art consumption.It plays a key role in the social construction of artists,meets the multi-dimensional needs of consumers,and guides and promotes the formation of online red culture.In this paper,the theories and viewpoints of sociology,economic sociology,psychology and other disciplines are comprehensively used.Based on the current research foundation of "online Red catering",more than 1000 effective public online comments,80 offline consumer questionnaires and interviews with sample "online Red catering" operators are conducted through the third-party consumer guide website.It is found that through its own product innovation and customer value orientation,online Red catering meets the needs of mass entertainment,social communication and personal emotional identity,and is unique in the social background of new consumption patterns and the transformation of new and old cultures.Based on Wendy Griswold’s "cultural diamond" theory,this paper analyzes the business creativity of "online Red catering",and puts forward corresponding countermeasures and suggestions for improvement.The research content of this paper is divided into five chapters.The first chapter elaborates the background,theoretical and practical significance of this research,as well as the research purpose.At the same time,this paper collects and collates the relevant research results of domestic and foreign scholars on "online red shop",and briefly combs and analyzes the relevant contents of "cultural diamond" theory and "online Red economy".The second chapter is to analyze the background and development status of "wanghong economy" and "wanghong catering".The third chapter is the key chapter of this paper.According to Griswold’s "cultural diamond" theory,this paper analyzes "wanghong catering" from four aspects of operators,consumers,"wanghong" products and social culture,combined with online survey and offline interview.The fourth chapter is the analysis of the existing problems and the countermeasures.The fifth chapter is the result of this paper.For the existing "net red catering" to provide reference,and for the future to create "net red catering" to provide reference and help the sustainable development of the shop suggestions.