“互联网+”背景下沙县小吃的品牌营销策略研究  

Research on Brand Marketing Strategy of Shaxian Snacks under the Background of Internet+

作　　者：余可欣 程春[1] 廖嘉璇 刘秋悦 汤奕菲 Yu Kexin;Cheng Chun;Liao Jiaxuan;Liu Qiuyue;Tang Yifei(School of Management,Yangen University,Quanzhou Fujian 362014)

机构地区：[1]仰恩大学管理学院,福建泉州362014

出　　处：《北方经贸》2024年第8期77-81,共5页Northern Economy and Trade

基　　金：福建省大学生创新创业项目(S202311784021)。

摘　　要：沙县小吃作为传统特色美食品牌,经过多年的发展取得了一定的成绩,但在发展过程中也遭遇瓶颈。在互联网+背景下,沙县小吃积极借助互联网平台开展营销,以提升品牌竞争力,推动产业实现转型升级。现基于“互联网+”背景下沙县小吃的品牌营销概况,对品牌营销开展情况进行问卷调查,根据存在问题提出品牌营销的对策,为沙县小吃品牌竞争力的提升提供参考和借鉴。As a traditional specialty food brand,Shaxian snacks have achieved certain results after years of development,but have encountered bottlenecks in the development process.In the context of Internet plus,Shaxian snacks actively use the Internet platform to carry out brand marketing to enhance brand competitiveness and promote the transformation and upgrading of the industry.Based on the brand marketing overview of Shaxian snacks under the background of Internet+,this paper conducts a questionnaire survey on the development of brand marketing,and proposes brand marketing countermeasures according to the problem,providing reference for the promotion of brand competitiveness of Shaxian snacks.

关 键 词：沙县小吃 品牌营销 策略 

分 类 号：F713.5[经济管理—市场营销]