| With the acceleration of urbanization,competition between cities has gradually stepped into a white-hot state in recent years,and the construction of urban hard power and soft power has become a development topic of concern in the new era." A hundred cities have a hundred tastes " local cuisine is characterized by small communication gap,low cultural discount and strong connection with life,which can be regarded as an excellent breakthrough to improve the competitiveness of cities.The innovation of Internet technology has triggered a major change in the advertising and marketing industry,but it also provides an opportunity for some regional limited resources to "go out of the circle",Liuzhou River Snail Rice Noodle is one of them.With industrial thinking and digital technology,Liuzhou River Snail Rice Noodle has become a popular local food all over the country and even the world.It has enhanced the popularity of Liuzhou city,promoted the industry and trade of Liuzhou,promoted the food culture of Liuzhou,promoted the poverty alleviation and employment of Liuzhou city,and made a significant contribution to the urban development of Liuzhou.In this paper,Liuzhou River Snail Rice Noodle is selected as a representative successful case of local cuisine to study.Based on the theory of creative communication management,the creative communication path of Liuzhou River Snail Rice Noodle is combed and analyzed,trying to build it into a practical template that can be popularized and replicated for the high-quality development of local cuisine in China,and providing new ideas for other cities or regions to spread and market local cuisine.In the first chapter,firstly,the key theoretical concept of Creative Communication Management(CCM)is systematically expounded,and the main elements and core concept communication elements are explained in detail,which lays a theoretical foundation for the later article.In the second chapter,this paper introduces the research object of Liuzhou River Snail Rice Noodle,points out the important time nodes from the River Snail Rice Noodle culture and its development process,and analyzes the important measures and influencing factors of Liuzhou River Snail Rice Noodle from its birth to "breaking the circle" to prove its representative significance as a typical case.The third chapter focuses on the relevant practice of Liuzhou snail noodle creative communication,clears out the main elements and role positioning of snail noodle in creative communication,and sorts out the representative topics and presentation forms of the thematic communication type,livelihood manufacturing type and hot attention type communication element shaped by Liuzhou snail noodle life service providers in the communication process.The paper analyzes how Liuzhou River Snail Rice Noodle uses its own communication resources,possessive communication resources,paid communication resources,traditional media resources,and star social communication resources to trigger and detonate it,thus triggering the first wave of communication boom.Subsequently,the life service provider inspires the life provider to carry out collaborative creativity of Liuzhou River Snail Rice Noodle by building creative frame,sharing and extending communication element.Among the many ways of collaborative creativity,short video has become an important window for self-creative expression by its prominent advantages.Finally,through the previous research and overall grasp,it is analyzed that when using CCM theory for reference and use,other local cuisines may face difficulties and dilemmas,such as difficult to excavate and control communication elements,difficult to enhance the enthusiasm of cooperation and co-creation,and difficult to maintain the popularity of communication.By summarizing the successful practical experience of Liuzhou River Snail Rice Noodle,it is concluded that in the creative communication of local cuisines,Life service providers should first monitor dynamic hot spots and create different communication elements;second,create data management and integrate resources for precise delivery;third,focus on agenda framework,expand voice volume and activate co-creation;fourth,refine multiple narratives of food based on local characteristics,and strive to provide reference value for the expansion of popularity and influence of local food. |
