Research On The Digital Communication Strategy Of The Hunan Cuisine Cultural Brand Spicy Sanxiang

Diet is not only a science,but also an art,which contains rich historical and cultural connotations.The dietary culture of a nation can reflect its thinking concepts,aesthetic tastes,values,etc.The dietary culture of the Chinese nation is formed jointly by the dietary cultures of different regions.As a typical regional culture,Hunan cuisine culture not only has the cultural accumulation of the Chinese nation for thousands of years,but also has the personality symbols left over from the long-term development process of Hunan Province.In the digital era,Hunan cuisine culture,as the core component of Chinese food culture,has developed rapidly under the promotion of various favorable factors.However,due to the impact of various factors,its brand communication faces many problems,requiring objective examination and systematic research,and exploring the future development path from the perspective of communication science.The main purpose of this study is to explore the difficulties and experiences of Hunan Hunan cuisine brand La Sanxiang in brand communication,summarize the improvement strategies for future brand development,and also to better disseminate Hunan cuisine culture,let more consumers understand Hunan cuisine culture,so that it can become a national symbol to the country and the world.This article uses questionnaire survey and case analysis methods to conduct in-depth and detailed research on the brand communication of Hunan cuisine culture.This article is mainly divided into six chapters.The first chapter is related to the definition of concepts and basic theories,clarifying the conceptual connotation of Hunan cuisine cultural brand,digital communication,and brand communication,and pointing out the basic theories of research,including integrated marketing communication theory,4V marketing communication theory,and word of mouth marketing communication theory;The second chapter analyzes the current situation of digital communication of Hunan cuisine cultural brand and discusses the main body,media analysis,and effects of current Hunan cuisine cultural brand communication from a macro level to form a holistic view and grasp;In Chapter 3 and Chapter 4,in order to better analyze the effectiveness of the dissemination of the spicy Sanxiang brand,a questionnaire survey method was used to conduct research on the spicy Sanxiang brand,and research design and data analysis were carried out;Chapter 5:The experience and shortcomings of digital communication of Hunan cuisine cultural brand La Sanxiang.Based on the verification results of the previous two chapters,it first points out the current experience of La Sanxiang,including differentiated brand positioning affecting consumption incentives,scenario-based brand extension enhancing audience expectations,and social brand communication creating a business image.Secondly,it analyzes the relevant shortcomings of brands,including the lack of creative and innovative brand operations,superficial neglect of emotional resonance in online marketing,and emphasis on timeliness and exposure to reduce virtual experience;Chapter 6: Strategies for Digital Communication of Hunan Cuisine Cultural Brand La Sanxiang.Aiming at the problems existing in the communication of La Sanxiang brand,targeted improvement strategies are proposed,including clear positioning,strengthening brand awareness,scene extension,improving communication effectiveness,strategic planning,and improving communication synergy.It is hoped that this study can provide useful assistance for the subsequent improvement of the brand communication of Hunan cuisine culture,and provide paradigm support for the communication and development of other local cuisine cultures,so as to promote the inheritance and innovative development of Chinese cuisine culture in the era...