A Research On New Media Marketing Strategy Of Catering Industry

The proverb "Food is the paramount necessity of the people" is widely spread among the Chinese people,which shows the importance of the catering industry.However,the industry handed down thousands of years ago has faced difficult to break through the shackles of territory and marketing mode for a long time.When the tide of the Internet comes,the catering industry seems to get its rebirth,and takes the road to "be delicious and fun".Online marketing has gained popularity in many enterprises because of COVID-19 pandemic.However,many catering enterprises are initially exposed to the new media marketing,which have many shortages.We need to Find out the reasons that affect the development of marketing in the catering industry and put forward the countermeasures to promote network marketing toward a more effective direction,in the future practice.This thesis is to choose suitable new media marketing platform for different catering formats,find out the factors that affect the efficiency of network marketing,and make improvements so as to improve consumers’ visiting wishes for catering enterprises.First of all,the brand personality words in Big Five Personality are used as a bridge to establish the brand personality map of catering formats and new media platform,and find the corresponding relationship,so as to provide a scientific basis for restaurants to find a suitable network marketing platform;Then,taking one of the results of the experiment(Tiktok on the theme restaurant)as an example,the thesis summarizes the influencing factors and the way of influence of improving consumers’visiting wishes.Through the analysis of S-O-R theory,based on the reference of the previous maturity scale,this thesis takes the three dimensions of short video features as independent variables,the three dimensions of customer perceived value as intermediary variables,and customer visiting wishes.as dependent variables.With the help of SPSS software,all the data obtained are analyzed,and all the research hypotheses of the model are verified.Based on the conclusion of the empirical analysis,the thesis puts forward Tiktok related countermeasures for the theme restaurant in the shaking platform.The research results of this thesis are hoped to provide some reference for theme restaurants,especially for small and medium-sized catering enterprises to improve marketing efficiency.