Brand Communication Strategies Of Catering Enterprises Under The Background Of Social Marketing

This article will use the research method of a single case study,combined with the specific application of social marketing,to explore and analyze the brand communication practice of local catering companies in Shaanxi.Since 2014,there have been many catering enterprises with the theme of "Shaanxi cuisine" in Shaanxi,but most of the brand communication skills and paths are lacking,and most of them are based on traditional offline promotion.On this basis,the selection criteria of the case in this study are as follows: 1.Brand creation time and development potential.In order to ensure the observability of the brand's communication path,the selected case is the local emerging or young transformation of Xi'an restaurant brand in recent years;2.The case is a representative social marketing environment that reflects the characteristics of the mobile Internet era and is representative Mature catering brand;3.Case information is more fully available.Based on the above three points,this survey selected "Zui Changan" as the research object."Zui Changan" is a famous local catering brand in Xi'an,with strong development momentum.From the establishment to maturity,this brand actively contacts the mobile Internet,flexibly uses the special communication capabilities of new media,and combines offline activities with the concept of integrated marketing communication to carry out communication activities.On the other hand,the company is located in Xi'an,and the availability of information is high,which is more conducive to participatory observation.This survey will use the method of case study to select "Zui Changan" as a typical restaurant brand,and decompose it in the order of time development according to its brand communication path and strategy.Understand the basic situation of the brand on the basis of searching for second-hand information,enter the enterprise using methods such as participatory observation,search for first-hand resources from the beginning of construction to every aspect of future development planning,and finally observe and summarize on the basis of analyzing the data The success and failure experience in the process of brand communication hopes to inspire business managers.After the preliminary investigation and data analysis,it was found that the success of "Zui Changan" is inseparable from three reasons: its own quality-based store operations,comprehensive and multi-angle marketing management,indispensable environment and occasional opportunities.Observation and analysis of the above three points,we can see that this enterprise has accumulated many successful experiences in the course of several years of operation,but at the same time,there are still many shortcomings in management.The trend of the times is developing rapidly,and operators also need to constantly learn the strengths of similar excellent companies,absorb new communication concepts and skills,and constantly test them in practice.There is no perfect enterprise,but there can be an enterprise that strives to develop towards perfection.