数字社会餐饮类外卖App的品牌营销策略——基于SICAS消费者行为分析

Brand marketing strategies for food delivery Apps in the digital society:A study based on SICAS consumer behavior analysis

在在线餐饮类外卖用户规模持续扩大的同时,同质化商业竞争“红海”的态势也正在形成,这种商业竞争态势凸显了在线餐饮类外卖App构建有效品牌营销策略的重要性。研究旨在基于SICAS消费者行为理论,探讨餐饮类外卖App在数字社会环境下如何制定具有竞争力的品牌营销策略。为了了解消费者行为产生及品牌营销的创新机会,研究采用了半结构访谈法对97名使用过餐饮类外卖App的目标群体进行访谈并对消费者行为产生过程进行了分析。研究结果显示:消费者在不同行为阶段关注的品牌营销内容的侧重点不同,在品牌感知阶段,消费者更关注更有效的品牌感知路径及产品优惠信息的优先推送;在激发兴趣阶段,消费者更关注品牌的差异化优势;在建立联系阶段,消费者更关注品牌形象及品牌传播的质量;在实际行动阶段,消费者更关注品牌信任度及个性化推荐的准确性;在产品分享阶段,消费者更关注品牌形象及服务质量的提升。基于以上消费者行为分析结果,提出了社交感知路径的内容营销、基于品牌传播差异化话语优势、基于品牌价值迭代的顾客关系、基于消费决策引导的辅助推荐、基于品牌形象维护的餐饮类外卖App的品牌营销策略。本研究将有助于向餐饮类外卖App的品牌营销部门提供能够形成差异化竞争力的品牌营销策略参考。

As the user base for online food delivery services continues to expand,the competitive landscape is becoming increasingly saturated,forming a“red ocean”of homogeneous commercial rivalry.This intensifying competition highlights the importance of developing effective brand marketing strategies for food delivery apps.This study,based on SICAS consumer behavior theory,explores how food delivery apps can formulate competitive brand marketing strategies within the context of the digital society.To identify consumer behavior patterns and innovation opportunities in brand marketing,semi-structured interviews were conducted with 97 target users of food delivery apps,analyzing the process of consumer behavior development.The results show that consumers focus on different aspects of brand marketing content at various stages of their behavior.In the brand perception stage,consumers prioritize efficient brand awareness channels and the timely delivery of promotional information.During the interest generation stage,the emphasis is on the brand’s differentiated advantages.In the engagement stage,consumers focus on brand image and the quality of brand communication.In the action stage,trust in the brand and the accuracy of personalized recommendations become critical.Finally,in the product-sharing stage,consumers focus on enhancing brand image and service quality.Based on these insights,the study proposes brand marketing strategies for food delivery apps,including content marketing through social perception channels,leveraging differentiated brand messaging,fostering customer relationships through iterative brand value,providing decision-supportive recommendations,and maintaining brand image.These strategies aim to offer actionable recommendations for brand marketing departments in food delivery apps to achieve differentiated competitive advantages.