基于社会化媒体的“陵阳一品锅”对外推广研究  

Research on the External Promotion of Yipin Hot Pot of Lingyang Based on Social Media

作　　者：靳元丽 蔡晓骝[2] 刘珊[2] Jin Yuanli;Cai Xiaoliu;Liu Shan(The Public Basic Teaching Department,Anhui Technical College of Mechanical and Electrical Engineering,Wuhu 241002,China;School of Art Design,Anhui Technical College of Mechanical and Electrical Engineering,Wuhu 241002,China)

机构地区：[1]安徽机电职业技术学院公共基础教学部,安徽芜湖241002 [2]安徽机电职业技术学院艺术设计学院,安徽芜湖241002

出　　处：《洛阳师范学院学报》2024年第8期72-77,共6页Journal of Luoyang Normal University

基　　金：安徽省高等学校省级质量工程项目(2021XDXTZ017);安徽省高校科研项目(2022AH052346);安徽省高校科研项目(2022AH052342);安徽省具有较高国际化水平的职业学校建设项目:安徽机电职业技术学院(2024sjxdzyjytx12)。

摘　　要：“陵阳一品锅”是徽州古镇陵阳当地一道特色美食,以此为话题展开讨论,对通过网络搜寻和线上走访获得的“一品锅”的相关数据进行分析,指出其对外推广过程中存在的问题,提出基于社会化媒体的推广建议:树立品牌形象,扩散网络影响力;定位网络产品类型,降价促销吸引人气;在视频平台聚人气、开直播、卖产品;重视网络销售服务,形成良好口碑.通过这些举措以期实现以美食带动乡村旅游发展,盘活当地经济,为实现乡村振兴贡献力量.Yipin Hot Pot of Lingyang is a characteristic food brand.The researchers analyzed the relevant data of the brand collected by online searching and online interviews,and summarized the problems in its external promotion.This research proposes four promotion suggestions based on social media:establishing the brand image and promoting its cyber influence;positioning the product types for online marketing and lowering price to attract popularity;gathering popularity on the video platforms and opening live broadcast to sell products;giving attention to network sales service and forming the good reputation.Through these measures,we hope to improve rural tourism driven by foods with local characteristics,revitalize the local economy,and contribute to rural revitalization.

关 键 词：陵阳一品锅 社会化媒体 对外推广 

分 类 号：G206.2[文化科学—传播学] F592.7[经济管理—旅游管理]