Research On Catering Industry Digital Marketing Communications Under The New Media Environment

The development of Internet technology has changed the contemporary media landscape and brings us to the new media era. A variety of new media is changing people’s life and the way the audience information processing. The way of information dissemination also has a change and presents new characteristics. Based on the background of the age of new media, this paper studies the digital marketing communications of food service industry.In this paper, there are five parts. The first part expounds the relevant theories of marketing and new media. The second part expounds the marketing communication of catering industry. Firstly, the paper elaborated the characteristics of the mode of transmission in the new media environment. The characteristics are Decentralized feature, gridding feature and the information reprocessing. Secondly, the paper analyzes the digital marketing communications of food industry from three angles. They are audience, information and media. In the third part, the paper analyzes the marketing communications of the catering industry from the perspective of consumers and marketers. First of all, the paper uses the AISAS model to analyze the audiences and the function of media in marketing communication. And then, the study finds that the attention is the foundation of the marketing communication. The interest and the search are key points of marketing communication. The fourth part is the focus of this paper, the author tries to put forward new thought of marketing communication. The first is contact point management. The second is media mix. The third is the way of entertainment. The forth is looking for opinion leaders.The last part summarizes the main research contents and the conclusions, points out the limitation of the article and the deficiency.