Brand marketing strategies for food delivery Apps in the digital society:A study based on SICAS consumer behavior analysis
As the user base for online food delivery services continues to expand,the competitive landscape is becoming increasingly saturated,forming a"red ocean"of homogeneous commercial rivalry.This intensifying competition highlights the importance of developing effective brand marketing strategies for food delivery apps.This study,based on SICAS consumer behavior theory,explores how food delivery apps can formulate competitive brand marketing strategies within the context of the digital society.To identify consumer behavior patterns and innovation opportunities in brand mar-keting,semi-structured interviews were conducted with 97 target users of food delivery apps,analyzing the process of consumer behavior development.The results show that consumers focus on different aspects of brand marketing content at various stages of their behavior.In the brand perception stage,consumers prioritize efficient brand awareness channels and the timely delivery of promotional information.During the interest generation stage,the emphasis is on the brand's differentiated advantages.In the engagement stage,consumers focus on brand image and the quality of brand communica-tion.In the action stage,trust in the brand and the accuracy of personalized recommendations become critical.Finally,in the product-sharing stage,consumers focus on enhancing brand image and service quality.Based on these insights,the study proposes brand marketing strategies for food delivery apps,including content marketing through social perception channels,leveraging differentiated brand messaging,fostering customer relationships through iterative brand value,pro-viding decision-supportive recommendations,and maintaining brand image.These strategies aim to offer actionable rec-ommendations for brand marketing departments in food delivery apps to achieve differentiated competitive advantages.
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