摘要
川菜作为中国四大菜系之一,经过3000多年的传承、发展与积淀,逐步形成了“一菜一格,百菜百味”“麻辣鲜香”的特色,成为四川乃至全国饮食文化的代表,也成为吸引国内外游客来川来华的名片。在新媒体融合发展的时代背景下,文章基于百度、360和今日头条三大指数,分析川菜消费者在地域、性别、年龄和兴趣爱好等方面的特征。同时基于渗透率最高的百度指数针对被评选出的十大经典川菜进行详细数据分析。基于大数据网络平台得出的川菜消费者的特征和传播渠道,提出采用组合营销、内容营销、新媒体营销和产品创新等方面来推进川菜文化以及川菜企业个性化、精准化、差异化的传播和发展。
Sichuan cuisine is one of the four major cuisines in China.After more than 3,000 years of inheritance,development and accumulation,it has gradually formed the characteristics of“100 dishes and 100 flavors,one dish and one grid”and“spicy and delicious”.It has become a representative of Sichuan and even Chinese food culture,a business card that attracts domestic and foreign tourists to Sichuan and China.In the context of the new media integration development,this paper analyzes the characteristics of Sichuan cuisine consumers in terms of place,gender,age,and hobbies based on the big data collected from Baidu,360,and Toutiao.At the same time,based on the Baidu index with the highest penetration rate,a detailed data analysis was conducted on the ten classical Sichuan dishes selected.Based on the characteristics and communication channels of Sichuan cuisine consumers from the big data network platform,this paper proposes the strategies of combination marketing,content marketing,new media marketing and product innovation to promote the personalized,accurate and differentiated communication and development of Sichuan cuisine culture and enterprises.
作者
张辉辉
高静
ZHANG Huihui;GAO Jing(Yinxing Hospitality Management College of CUIT,Chengdu 610000,Sichuan,China)
出处
《四川旅游学院学报》
2020年第5期22-25,共4页
Journal of Sichuan Tourism University
基金
四川省社会科学重点研究基地——川菜发展研究中心项目“基于网络大数据的川菜消费者特征与传播策略研究:以十大经典川菜为代表”,项目编号:CC19G14。
关键词
网络大数据
川菜
消费者特征
传播策略
big data
Sichuan cuisine
consumer characteristics
communication strategy
作者简介
张辉辉,女,成都信息工程大学银杏酒店管理学院讲师,研究方向:旅游文化,历史地理;高静,女,成都信息工程大学银杏酒店管理学院学生,研究方向:旅游规划与开发。
