Research On The Communication Strategy Of Gourmet Short Video Under 4I Theory

In recent years,with the development of science and technology,wireless networks,smart phones and other devices are becoming more and more popular,and the modes of communication are constantly changing.From text to pictures and then to video,short video,as a new form of communication,has been widely loved,showing a blowout development trend.Food short videos,which are closely related to people’s lives and rich food cultural connotation,bring people visual enjoyment and meet their spiritual needs.In recent two years,they have developed rapidly,become a hot spot in the vertical segmentation of short videos and occupy a large market share in the field of short videos.However,with the emergence of various emerging things,food short videos need to be improved in order to achieve long-term development.Based on this,this paper takes short food videos as the research object,studies the existing communication strategies and the impact of communication strategies on the communication effect,and hopes to optimize the communication strategies of short food videos in the future.Firstly,this paper discusses the development status of food short video,summarizes its development overview and existing characteristics,and lays the background foundation for the following text.Secondly,taking Pupu jiji,a typical representative of food short videos,as an example,based on the four basic principles of personalization,interest,interaction and interest of 4I theory,and combined with the in-depth interview method,this paper explores its existing successful communication strategies: from the perspective of personalized communication strategies,we should master the personalized viewing needs,shape the personalized image and form the personalized label;From the perspective of interesting communication strategies,we should enhance the story of the video,combine the content with the hot spots of current events,and innovate the form of activities;From the perspective of interactive communication strategy,we should have more interactive dialogue with users and draw prizes to encourage fans to stay;From the perspective of beneficial communication strategy,cooperate with commercial brands and do a good job in community operation.Thirdly,through the questionnaire survey method,this paper studies the impact of the existing communication strategies on the communication effect from the perspective of the audience,analyzes the data with spss26 version,and obtains the impact model of the communication strategy on the communication effect.Finally,based on literature review,data research results and interviews,this paper puts forward optimization suggestions for the future communication strategy of food short video.