Research On New Media Marketing Strategy Optimization Of Y Chain Catering Company

With the rapid development of the Internet industry,the information age has come in recent years.Various mobile apps,such as we chat,Weibo,Mei tuan,Ctrip,Dou yin,Dian ping and other new media platforms,have completely changed people’s lives from online to offline.Due to changes in people’s consumption habits and behaviors,new media marketing has gradually highlighted its potential value and received extensive attention from the industry.With the in-depth and continuous development of new media marketing,catering enterprises have a lot of competition in channels.It has become the current situation that better new media marketing strategies will achieve a larger market share.Therefore,finding a way to doing well in new media marketing to reach a larger market share is one of the unavoidable important issues for catering enterprises.Based on the actual situation and new media marketing status of Y chain catering companies,combined with the relevant information obtained from internal questionnaires,internal interviews,and external questionnaires,this thesis will comprehensively analyze the problems and shortcomings of Y chain catering companies and give corresponding new media marketing strategy optimization suggestions based on the issues.The main research content is to combine the relevant theories of new media marketing and catering enterprise marketing at home and abroad,and based on the actual situation of the company,use the AISAS purchase model theory and the AISACCC purchase model theory as an extension to analyze,and analyze the existing problems of Y chain catering companies from three aspects:1.There is no engaging marketing to attract attention from the consumer.2.Grossly inadequate interaction with consumers.3.consumers are hard to get a sense of the identity of products after purchase.The analysis indicates that the problem stems from Y chain catering company’s limited new media marketing content,which makes it challenging to attract traffic,and flaws in personnel management,leading to poor interaction with customers.Additionally,their social marketing has shortcomings,resulting in a low conversion rate for potential customers.Three solutions are given below: Firstly,from the accurate analysis and positioning of consumer needs,from products and services to enhance consumer interest,the use of network marketing environment rules to increase clicks,seasonal new products and focus topics,and short video content marketing,these five points aspects to achieve purpose in attracting followers.Secondly,launch new products through interactive methods,improve the consumer sharing reward mechanism,and achieve purpose in interactive marketing with buyers in two aspects.Thirdly,improve the business capabilities of official accounts and customer services,organize online communities to encourage consumers to share communication experiences,build virtual customer ecological communities,build identifiers and symbionts,and circle and wax consumers to increase customer stickiness and brand loyalty to achieve marketing purposes.In the meantime,this thesis also analyzes and proposes several necessary safeguard measures to implement the above new media marketing strategy.These studies can guide to enlighten Y chain catering companies and other related types of operators.