直播带货热潮下淮扬菜品牌建设的研究

Research on the Brand Construction of Huaiyang Cuisine with the Live Commerce Boom

淮扬菜作为中国四大菜系之一,历史悠久、内涵丰富,有着“东南第一佳味,天下之至美”的美誉。然而,在当今以直播带货为代表的新媒体时代传播热潮下,淮扬菜的营销现状、企业规模及品牌建设发展相对滞后。本文通过文献调研,一定程度上揭示了淮扬菜的品牌建设现状,并通过针对李佳琦直播带货策略的案例分析,研究了新媒体时代网红直播带货模式对促进美食品牌发展的作用,针对性地提出利用直播带货提升淮扬菜营销规模、品牌建设的新策略。

As one of the four major Chinese cuisine,Huaiyang cuisine has a long history and rich cultural connotation,and has the reputation of“The best food in southeast China and the best beauty in the world”.However,the marketing status,enterprise scale and brand construction of Huaiyang cuisine has laged behind in the current communication boom of the new media era represented by live commerce.The current situation of Huaiyang cuisine brand construction to a certain extent through literature research,and the live commerce strategy in the case of LI Jiaqi was analysed in order to research the role of live commerce mode in the new media era in promoting the development of food brands.Also new strategies of using live broadcast to bring goods to improve the marketing scale and brand construction of Huaiyang cuisine were put forward in this paper..