Research On Shaanxi Characteristic Catering Brand Culture Promotion In The New Media Era

Due to the combination of the Internet and mobile communication technology,new media technology expanded gradually,a new pattern of the media ecology and transmission system restore.For food and beverage industry,with the constantly emerging of the new formats,is growing competition between enterprises,at the same time,even after the “85”,the “90”,the “00”gradually become the main market consumption,characteristic catering to present on-line,digital style,brand and delivery five one of the new era of catering trend.Oriented era to create the new environment,new demands and the new generation consumers rapidly expand,shaanxi characteristic brand catering enterprises face unprecedented competition and challenge.Based on the background of the new media era,research on Shaanxi characteristic Catering brand culture promotion,in full respect of shaanxi characteristic brand original development history and the premise of brand culture connotation,into the new ideas,new elements,explore its brand new idea to promote culture.Thesis mainly for the following research work:(1)Based on the concept of new media,characteristics and classification of various analysis,induction and summary,integrated brand new media and cultural aspects and so on related theory and components research,provide theoretical support for this article.(2)Prompted shaanxi characteristics is analyzed with the change of the development of food and beverage brands,the main influence factors,summarized the use of new media advantage characteristics of brand culture promotion.Through on-the-spot investigation and research,analysis of shaanxi characteristic catering enterprises to promote the brand culture of new media use present situation,points out its existing problems and deficiencies.(3)By analyzing the case of catering brand culture promotion success at home and abroad,aiming at the shortcomings of the shaanxi characteristiccatering brand culture promotion,comprehensive promotion strategy is put forward.Finally,shaanxi "Chinese hamburger" brand catering to carry on the design practice.Through the brand logo,auxiliary elements,dynamic design,H5,WeChat small programs,and brand of APP development innovation design exploration.Based on the research of the shaanxi characteristic catering brand,which is beneficial to the brand out of the traditional mind-set,develop more effective in the new media design promotion,universal implementation approach,for the development of shaanxi characteristic brand catering culture bring unlimited opportunities.