新媒体时代淮扬菜市场消费分析——基于主流团购网站的餐饮消费调查

Consumption Analysis of Huaiyang Cuisine in the New Media Era——an Investigation of Catering Consumption on Major Team Purchase Websites

为了解淮扬菜在新媒体时代的现有市场地位,从主流团购网站获取长三角地区淮扬菜的消费数据并进行统计、分析。结果表明:淮扬菜的商家数在长三角不敌浙菜,市场占比偏低,淮扬菜的美食销量也不乐观。认为:缺乏市场开拓意识,品牌建设薄弱,制作工艺复杂,标准化难度大,是制约淮扬菜发展的主要因素;增强竞争意识,立足于标准化和规模化,强化淮扬菜产品传承与研发,充分利用新媒体,实施品牌战略,是淮扬菜未来发展的主要方向。

To know about the present market status of Huaiyang cuisine in the new media era,the article collects from major team purchase websites the consumption data of Huaiyang cuisine in Yangtze Delta area and makes statistical analyses of the data. The results show that online vendors selling Huaiyang cuisine are less than those selling Zhejiang cuisine in this area,and that Huaiyang cuisine takes up a comparatively small market share and its sales volume is not delightful. The article believes that Huaiyang cuisine is hindered from prosperity by factors including unawareness of market development,weakness in brand building,complexity in cooking technology,and difficulty in standardization. To further promote Huaiyang cuisine,people have to tamp the market foundation,enhance their sense of competition,inherit and develop Huaiyang dishes by standardization and mass production,take full advantage of new media,and implement brand strategy.