| After thirty years of exploration and development,Chinese fast food industry has entered the stage of brand communication.In the new media era,with the update and iteration of media tools,the brand communication of Chinese fast food has ushered in a new opportunity.By studying the brand communication strategy of fellow chicken in the new media era,it is helpful for fellow chicken to seize the pain point of communication,achieve a better brand communication effect,and promote the highquality development of Chinese catering industry.The main theoretical support of this study is the theory of sound wave communication of brand communication,and the research method of network ethnography is used to sort out and study the current situation of Laoxiang chicken in the new media era.The study found that the fellow chicken constructs its own brand image from the way of shaping emotional symbols,uses the chairman of the Internet celebrity to participate in media events to form network opinion leaders,and constantly breaks through the circle to interact with other brands.Through the observation of the media matrix of Laoxiang chicken,the data of multiple aspects are counted for data analysis to form a quantitative effect presentation.From the perspective of the origin area,vocal area and echo area of the sound wave communication theory,Laoxiang chicken has problems such as the loss of the anchor of the Tik Tok platform,the virtual brand image,the simple brand joint activity,and the lack of interaction between the official and the user.In view of the communication problems found in the research,a targeted communication strategy is proposed to ensure the core competitiveness of the brand in the origin area,use digital technology to create AI virtual image spokespersons for new media communication in the process of voice,and create online diversified activities to attract users to pay attention to the brand. |
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