Research On The Communication Meta-communication Strategy Of National Trend Food Brand

The marketing communication of national products has been evolving with the development of the times,especially in recent years,the strengthening of national power,the improvement of consumers’ cultural self-confidence,the policy and market environment are both favorable,forming a "country as the tide" brand marketing communication trend.Today,various industries are entering the national trend,and the food industry is no exception,bringing new weather to the consumer market with a new marketing communication approach.This study focuses on the food industry,which is closely related to people’s livelihoods.By taking communication element as the entry point and food brands as the main research object,we observe and analyze the new changes in marketing communication in the national trend phenomenon,and then explore new strategies for marketing communication of national trend food brands.By using theories and research methods related to communication,management,economics and sociology,the study traces the classical literature on the theory of fetishism and explains the concept of communication meta,analyzes the characteristics of communication meta of different brands,and tries to apply it to the food industry to expand the communication path of food brands under the national trend phenomenon.The study is divided into three main parts: the introduction and the first chapter clarify the concepts of national tide and communication meta,and specify the purpose and significance of the study.Firstly,we start from the carrier of the national trend phenomenon,national goods,and sort out the evolution from the marketing and communication methods of the early development of national goods to the national trend phenomenon;secondly,we analyze the development environment and current situation of food brands in the national trend;finally,we summarize three typical communication elements and analyze the application of communication elements of food brands in the national trend from a macro perspective.In the second and third chapters,representative new brands and established brands in the food industry are selected to analyze and study their successful experiences in applying communication elements to communication.Chapter 4 explores the innovative strategies of using communication elements in the communication strategy of food brands under the national trend phenomenon.Through the research from macro industry and national trend background to specific communication yuan marketing communication,and from typical cases to point and surface research in the food industry,we aim to explore new ideas of food brand marketing communication under the national trend,so that national trend food brands can integrate into the world market with distinctive national characteristics and international communication language,thus promoting the spread of Chinese food culture,opening up opportunities for foreign cultural exchange,and thus improving the competitiveness of local brands and enhancing the Chinese traditional culture.competitiveness of local brands and enhance the influence of traditional Chinese culture.