Research On Communication Strategy Of Chongqing Food Short Video

Food is an important resource to build the image of Chongqing,which helps to enhance the audience's cognition and emotion towards Chongqing.Proper dissemination of Chongqing food short videos is conducive to telling the "Chongqing story" and creating a good image of the city.At present,the domestic and foreign research on the communication strategy of Chongqing food short video is still in the initial stage,therefore,the relevant research has been put on the agenda.Taking short food videos in Chongqing as the research object,with the help of content analysis method,this paper conducts category construction analysis on the communication subject,communication content,communication audience and communication platform of short food videos in Chongqing.Some communication strategies are summarized as follows: communication main body strategy,Douyin certification authority credit endorsement;The four main bodies spread together.Communication content strategy: Categorization of food communication;The content contains shallow cultural significance;More scenery don't fast rhythm of food delivery way;The characteristic background sound of Chongqing is regional.Communication audience strategy: content scenes to meet the personalized needs of young women;The volume is light,in line with the audio-visual habits of the audience.Communication platform strategy: food short video algorithm mechanism recommended deep drawing user portrait,social attribute condensation interest margin group boost the scope of communication.Questionnaire survey and empirical analysis are adopted to reveal the communication effect of Chongqing food short video under the existing communication strategy,and to discuss the influencing factors of the communication effect of Chongqing food short video,so as to provide a basis for the problems existing in the existing communication strategy and the improvement of the strategy.The results show that short videos are unsatisfactory in terms of communicator credibility,content interactivity,background sound interestingness,preference,platform uniqueness and convenience of use.In terms of the influence relationship,the credibility of the communication subject,the quality of the communication content,the interactivity,the interest of the background sound,the preference of the communication audience,and the platform uniqueness and convenience of the communication platform all have a strong positive influence on the communication effect.Summarizing the existing communication strategy and the empirical analysis,chongqing cuisine class short video communication strategy of the existing problem is:disseminator credibility and professionalism will still need to strengthen,content homogeneity and lack of deep significance,background sound interesting remains to be enhanced,audience research and demand and short video transmission platform topic classification mining arrived for optimization and navigation search function for ascension.Aiming at the existing problems,the SIPS theoretical model is introduced to construct the improvement measures of Chongqing food short video communication strategy: To build high quality video transmission inspire "empathy","confirm" spread the main body,create brand trust,with interactive communication,make the audience "participation",platform,accurate transmission promote the spread of "sharing",thus promote the better development of chongqing cuisine class short video,play its speak good "story" of chongqing,to shape the good value of chongqing city image.