Third Space Media Platform-based Catering Content Marketing Research

Nowadays,all industries are facing industrial transformation and upgrading.For the catering industry which has higher consumption frequency in people's daily life,consumers' demand has become increasingly harsh.Single dining function has been difficult to meet the development of modern society.Catering industry is in urgent need of model innovation,so the concept of "third space + catering" was born.It is different from the property of living and working space and is more like a buffer zone in life.At the same time,the development of mobile Internet makes consumers' information source channels more diversified.And We-Media makes the information become easier to be mastered in the spreading process,with its characteristics of mobility and socialization.Therefore,the establishment of We-Media platform with its own characteristics,and the production of quality content to get the exposure of the brand have become the new battlefield for each catering brand.This article mainly makes studies on the content marketing of the third space catering under the We-Media platform.Firstly,this article analyzes the structural system and development trend of the third space catering and analyzes the change of consumption demand which is caused by the change of self-consciousness and social environment.Secondly,combined with the status quo and spreading characteristics of the We-Media,the advantages of content marketing for the promotion of catering brands are summed up,namely,through the combination of We-Media and content marketing,merchants can classify users' identity more quickly,to collect and analyze consumers' feedback data.Finally,"Ji Cafe" is taken as a practice case,to explain that how to make the content marketing strategy for We-Media in the brand promotion of the third space catering,respectively from three aspects,such as the establishment of BGC brand,UGC brand and PGC brand,so as to achieve the best spreading effect.