Research On The Influence Of Z Company’s New Media Advertising On Sales

Along with the rapid development of the Internet era,many catering enterprises faced with offline and online,the difficulty of drainage,many catering enterprises are gradually turned to new media marketing,brand exposure through new media tools to attract consumers,such as travel,trill tools such as platform,and excessive transformation process are faced with the new media hype,content homogeneity serious problem,Advertising,traffic input is not accurate,low conversion rate.In this paper,Z Company is selected as the research object.By selecting the two mainstream new media platforms--Dianping and Douyin,Z Company collects from the background the relevant operation data of the new media advertisements released by Z Company on Dianping and Douyin platforms,such as the number of clicks,the amount of exposure,the number of text comments,the number of shared comments,etc.By analyzing these data,To study the reasons why Z Company has poor effect in the promotion of new media advertising and low conversion rate of payment.This paper makes descriptive statistical analysis on the data of Dianping and Douyin,the two platforms of Z Company’s current new media advertisements,such as click volume,exposure volume,text evaluation and other related factors,and analyzes and finds out the core factors that affect users’ paid orders.At the same time,regression analysis is also carried out for the factors affecting the payment amount,through which the core factors and problems affecting the effect of new media advertising are found,so as to optimize and improve the strategy according to the problems found,and finally achieve the purpose of improving the payment conversion rate.The research of this paper has found out the problems of Z Company’s delivery on the two new media platforms of Dianping and Douyin in practice.For example,Z Company’s promotion on Dianping has two problems: lack of attractive content and lack of effective user feedback.The results show that the problems can be improved by increasing the frequency of advertising update,strengthening marketing activities,optimizing the layout of product pages,rationally selecting the advertising area and regularly enriching the content through feedback.On the other hand,there are problems such as single and homogeneous advertising content,poor communication effect and difficulty in accurately targeting audience groups on the Douyin platform.The research conclusion finds that improvements can be made by optimizing advertising content and increasing brand exposure.The study of this paper theoretically uses real new media advertising operation data to improve the academic circle’s research on new media advertising in the catering industry.