"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+
余可欣 1程春 1廖嘉璇 1刘秋悦 1汤奕菲1
作者信息
- 1. 仰恩大学管理学院,福建泉州362014
- 折叠
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.
Abstract
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Key words
Shaxian snacks/Brand marketing/Countermeasure引用本文复制引用
基金项目
福建省大学生创新创业项目(S202311784021)
出版年
2024
NETL
NSTL
万方数据