Research On Content Marketing Strategy Of Short Gourmet Videos From The Perspective Of Consumer Culture

Economic development has made consumption a choice for most people to enjoy themselves.In traditional society,when people are tired,they will choose to rest in bed.In consumer society,they will choose to walk into the mall or turn on their mobile phones,click on the shopping app,and buy a favorite item to reward themselves,whether it is a real or virtual product.Consumption has become a means of entertainment,or a way to advertise one's social status.In the consumer society,in order to maximize profits,brands have begun to cater to various consumer trends,creating interesting,personalized,and creative content to attract consumers'participation,and at the same time establish contact with consumers to promote their purchase behavior.This content-driven marketing behavior can be summarized as content marketing.In 2019,an Internet celebrity named "Li Ziqi" attracted the attention of mainstream society.Li Ziqi gained many reputations.In foreign countries,she promoted Chinese traditional culture.In China,she won the love of a large number of fans and created The domestic brand of the same name has obtained huge commercial profits.The content marketing of the "Li Ziqi" brand has been established as a model in the industry.Each video has more than tens of millions of views.Consumers have switched from Li Ziqi's antique videos to Taobao flagship stores to purchase various products,in order to explore "Li Ziqi".TO explore the internal logic of "Li Ziqi"brand content marketing,this article uses questionnaire survey,content analysis,case analysis and other methods to study the content marketing strategy of the "Li Ziqi"brand,and place it in the current consumer culture context for inspection,and conclude the "Li Ziqi" brand unique content marketing method.The article is divided into six parts.In chapter One,it mainly explains the research background,significance,methods,related concepts,domestic and foreign research reviews,and research ideas.In the Chapter Two,the author discusses consumer culture,content marketing and plum The development of the Li Ziqi brand is summarized.In Chapter Three,this article uses an online questionnaire to investigate and analyze consumers' preference for the content of Li Ziqi's brand.In Chapter Four,this article extracts representative samples from Li Ziqi's videos.Detailed analysis,at the same time,summarizes the consumption trends behind it,and analyzes its content construction from the perspective of consumer culture.In Chapter Five,this article starts with the SIPS consumer behavior theory model,constructs and analyzes the Li Ziqi content marketing model.In Chapter Six,this article analyzes the shortcomings of Li Ziqi's content marketing and gives some suggestions at the same time.The last is the conclusion,pointing out the deficiencies of this research.