互联网视角下扬州炒饭的地方形态与商业格局——基于扬州市区样本  

Local form and business pattern of Yangzhou Fried Rice under the respect of Internet——Based on the sample of Yangzhou City

作　　者：张旗[1] 席小童 吴马丽 ZHANG Qi;XI Xiaotong;WU Mali(College of Tourism and Culinary Science,Yangzhou University,Yangzhou,Jiangsu 225127,China;Yangzhou Zhongrui Hospitality Institute,Yangzhou,Jiangsu 225100,China)

机构地区：[1]扬州大学旅游烹饪学院,江苏扬州225127 [2]扬州中瑞酒店职业学院,江苏扬州225100

出　　处：《美食研究》2020年第1期28-33,共6页Journal of Researches on Dietetic Science and Culture

基　　金：国家自然科学基金项目(41771146)。

摘　　要：扬州炒饭作为一种在全球传播广泛的餐饮文化现象,其地方形态是开展比较研究的基础。依据拓扑理论,通过专业美食网站采集扬州市区扬州炒饭的商品信息,勾勒扬州炒饭的产品形态,划分扬州炒饭商业空间布局。结果发现,在扬州互联网销售平台提供的扬州炒饭产品形态标准化程度低,品牌经营主体市场识别度低,网络形象建构过程监管乏力,市场分布以商业圈为重心。针对这些问题,应开发适合游客体验的标准化扬州炒饭产品,推进扬州炒饭经营的品牌化建设,规范扬州炒饭的网上商品信息发布,将扬州炒饭与城市文化特色紧密衔接。As a kind of catering culture phenomenon spread widely in the world,the local form of Yangzhou fried rice is the basis of comparative research.According to the topology theory,the product information of Yangzhou Fried Rice in Yangzhou City was collected through the professional food website,and the product form of Yangzhou fried rice was outlined,and the commercial space layout of Yangzhou Fried Rice was divided.The results showed that in Yangzhou,Yangzhou Fried rice products provided by the Internet sales platform have a low degree of standardization,a low degree of brand operator recognition in the market,weak supervision in the process of network image construction,and a market distribution centered on the business circle.To solve these problems,it is presented that developing standardized Yangzhou Fried Rice products suitable for tourists'experience,promoting the brand construction of Yangzhou Fried Rice operations,standardizing the release of online product information of Yangzhou Fried Rice,and closely linking Yangzhou Fried Rice with urban cultural traditions.

关 键 词：互联网 扬州炒饭 地方形态 商业格局 美食消费 

分 类 号：TS972.182.53[轻工技术与工程]