| With the outbreak of COVID-19,many enterprises’ performance growth has become hitherto unknown,especially for those with higher online sales.The obstruction of physical stores has led to the rapid increase of online registered merchants in a short time.In order to survive and develop in the fierce market competition,branding and digitization have become the only way for the transformation and upgrading of the catering industry.Brands with good reputation and wide influence can make the products of enterprises more competitive,win the long-term trust and support of target customer groups more easily,and improve the loyalty of consumers,which is conducive to catering enterprises to have more market share and enhance brand assets.With the upgrading of consumption,it is difficult for consumers to have "long-term" feelings for a product.Consumption and demand are two lines rooted together.The fine differentiation and diversification of demand make more brands get opportunities.Enterprises only need to meet the needs of consumers.But at the same time,the competition has become increasingly fierce.Brands must let consumers recognize and recognize the incremental value brought by their products in order to obtain a higher market share.Therefore,the strength,mode and efficiency of marketing communication investment have become an issue that catering enterprises need to pay more attention to in the next few decades.Therefore,it is particularly important for this thesis to use communication to build catering brand awareness,improve the core competitiveness of catering enterprises and maintain sustainable development.The author chooses "Houke pizza" as an example to study how small and medium-sized catering enterprises effectively implement the brand communication plan in the era of social media,use the relevant theoretical knowledge to solve the current problems of "Houke pizza" and give reasonable suggestions.This study widely collects and arranges the academic materials related to the subject through the method of literature analysis,and analyzes and summarizes the collected results.As a follow-up research,it is the theoretical support.Through a questionnaire survey,this thesis makes an in-depth analysis of the communication effect of Houke Pizza Company from the perspective of consumers.This thesis mainly analyzes the communication of Houke pizza brand from the four aspects of communication subject,communication content,communication channel and communication effect,more intuitively and vividly shows the communication path of local western catering brand in social media,and discusses it in detail in Chapter 3 and Chapter 4 of this study.The first chapter introduces the background,significance and methods of the research topic;The second chapter is the theoretical basis and literature review,which summarizes the relevant theoretical knowledge such as brand equity theory and word-of-mouth marketing communication,and combs the current research status of the subject;On the basis of relevant theories,the third chapter makes a detailed analysis of the current communication situation of Houke pizza from the aspects of communication subject,communication content,communication route and communication effect;After analyzing the current situation of brand communication,the fourth chapter finds that it has some problems,such as incomplete strategic system,vague positioning of target audience,lack of effective innovation of communication content,lack of coordination of brand marketing communication,and makes an in-depth analysis of relevant problems;On the basis of summarizing the above,combined with the successful experience of excellent cases,the fifth chapter deeply considers the brand communication of Houke pizza and gives corresponding suggestions.Through the above research,this thesis finds out the problems of Houke pizza in brand communication,and tries to put forward corresponding countermeasures and suggestions for its brand communication under the guidance of theory.At the same time,it also hopes to provide reference for the research on the communication path of catering brand in social media in the future. |
