Research and Analysis on Marketing Strategy of Domestic Fast Food Industry from the Perspective of New Media Marketing

Binyang Zhang

Abstract


Under the background of new media, the catering industry in China is facing new challenges and opportu- nities with the integration of new and old media. Domestic fast food chain enterprises have changed its previous single marketing mode in time and actively integrated into the new marketing environment. From the perspective of new me- dia marketing, this paper analyzes the marketing strategies of many successful enterprises in recent years, and summa- rizes the marketing strategies of domestic fast food chain enterprises under the new media environment.

Keywords


Integration of new and old media; Domestic fast food chain enterprises; New media environment; Market- ing strategies

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References


Wang, Sh.Q., 2022. An Analysis of the Marketing Strategy of Chi- na’s Catering Industry under the Background of New Media. Mall Modernization. (05), 46-48.

Tian, H., 2021. Status Quo and Development Strategy of Service Marketing of Small and Medium sized Catering Enterprises. Lia- oning Vocational and Technical College of Economics. Journal of Liaoning Economic Management Cadre College. (05), 19-21.

Yu, Y.Q., 2020. Research on Marketing Mode Transformation of Chain Catering Enterprises in the New Media Era -- Taking HEYTEA as an Example. Modern Business. (30), 8-10.

Li, J.X., 2019. Marketing Analysis of the Catering Industry in the New Media Environment. Technology and Market. 26(11), 167-170.




DOI: https://doi.org/10.12346/ems.v4i1.6936

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