Analysis Of Community Marketing Strategy Of Food Short Video From Scenarialization Of We-Media

Scene-based community marketing,as a product of Internet economy era,is a new marketing method.Many brands are doing scene-based community marketing in food short videos from the media industry.This paper selects representative food short videos from the media,such as "Liziqi","Eclipse" and "One-person Food",and explains and analyzes their classic cases and successful experiences in the process of scene-based community marketing communication,trying to summarize their successful marketing communication modes in community marketing,and provide reference suggestions for other food short videos to build and maintain their own brand communities from the media.The first chapter is the introduction.From the research background and significance,research ideas and methods,literature review,definition of related concepts,research difficulties and innovation points,we have a clear understanding of the overall framework and structure of the paper;The second chapter mainly introduces the application status of food short videos from the media scene community marketing strategy,and makes an in-depth analysis of the application status from three angles of construction strategy,maintenance strategy and realization strategy to further understand the application status of the strategy;The third chapter introduces the problems existing in the application of the marketing strategy of food short videos from the media scene community,such as the lack of long-term attraction of the scene community,the need to improve the operation rules of the scene community and the bottleneck in the output of high-quality content of the scene community;The fourth chapter puts forward the corresponding optimization proposal aiming at the main problems existing in the scenario-based community marketing strategy.Finally,a complete summary of the research results is made.This paper will start from the perspectives of communication,advertising and marketing,mainly using literature analysis,The four research methods,case analysis,content analysis and in-depth interview,explore the survival and development of food short videos from the media.Through in-depth analysis of the current situation of marketing strategy application of food self-media community,the existing problems in strategy application and solutions,relevant conclusions are drawn.The research in this paper will help to provide some reference significance and reference value for the future development of short videos from the media to a certain extent.