摘 要

在互联网技术的迅猛发展的今天，万物皆媒，新媒体在各行各业的应用也更加广泛，成为塑造和提升品牌形象的重要营销工具。餐饮业作为国民经济的重要组成部分，其新媒体营销的应用还处于“照猫画虎”阶段，存在诸多不足之处。关于新媒体在餐饮业应用的学术研究较少，且大多从宏观视角解读餐饮业新媒体的发展，缺乏具体的案例的研究。

本文以西贝餐饮公司为研究对象，总结其已有的新媒体营销实践，通过问卷调查和文本分析等研究方法，以内容、渠道、互动、用户四个维度对其营销效果进行综合测量。运用python抓取其官方微博的文本内容进行文本分析考察其内容营销存在的问题；抓取用户评论进行分词、情感分析探究用户对品牌的情感态度；抓取哔哩哔哩弹幕视频网站的相关内容及播放数据来考察UGC内容及效果；利用大数据监测工具获取微博粉丝画像，研究粉丝群体与新媒体内容营销的匹配性。

研究发现，西贝餐饮公司的新媒体运营在内容上缺乏趣味性、盲目造节传播导致效果不佳而造成资源浪费；在平台层面上，渠道缺乏互补性、线上线下脱节，缺乏转化通道；在互动层面上，过分依赖抽奖活动、没有科学选择品牌联名合作伙伴；在用户层面上，人群定位不够清晰、不能精准把握用户需求。针对其存在的问题，以4I理论作为指导理论从内容趣味性、用户价值、互动、个性化四个层面提出优化策略。例如内容上，微博可以打造个性化形象、创新与竞品的“CP营销”互动模式；微信可以注重选题的生活化、打造“条漫”这一新型微信推文体裁；短视频可以借助用户猎奇心理设计隐藏菜单和花式吃法形成裂变传播、提升短视频剧情质量。用户价值方面，迎合 “大儿童经济”时代的新需求、关注用户体验保持适度的服务水平。在互动方面，善用抽奖活动并精心设计奖品、根据品牌关联度科学选取联名合作伙伴；在个性化层面，打造个性化社群，精准对应特殊群体以沉淀流量。

一方面，本文为餐饮业新媒体营销的相关研究增添具体案例，另一方面，西贝餐饮公司在新媒体营销中存在的问题也是诸多餐饮品牌的共性问题，利用大数据挖掘新的营销关键点，能够帮助其他餐饮业品牌直击痛点，提升新媒体运营质量和效果。

关键词：新媒体；营销策略；餐饮业；西贝莜面村

Abstract

With the rapid development of Internet technology, everything is media, and new media is more widely used in all walks of life, which has become an important marketing tool to shape and enhance brand image. As an important part of the national economy, the catering industry's application of new media marketing is still in the stage of "copying the cat and painting the tiger", which has many shortcomings. There are few academic studies on the application of new media in the catering industry, and most of them interpret the development of new media in the catering industry from a macro perspective, lacking specific case studies.

This paper takes Xibei catering company as the research object, summarizes its existing new media marketing practice, and comprehensively measures its marketing effect from the four dimensions of content, channel, interaction and user through questionnaire survey and text analysis. Python is used to grab the text content of its official microblog for text analysis to investigate the problems existing in its content marketing. Capture user comments for word segmentation and emotion analysis to explore users' emotional attitude towards the brand; Capture the relevant content and play data of bilibili bullet screen video website to investigate UGC content and effect; The big data monitoring tool was used to obtain the portrait of weibo fans, and the matching between the fans and the content marketing of new media was studied.

It is found that the new media operation of Xibei catering company lacks interest in the content and blindly creates a section to spread, resulting in poor effect and a waste of resources. At the platform level, channels lack complementarity, online and offline disconnection, and lack of transformation channels. On the interaction level, too much reliance on lucky draw activities, no scientific choice of joint brand partners; At the user level, the crowd positioning is not clear enough to accurately grasp user needs. In view of the existing problems, the 4I theory is used as the guiding theory to propose optimization strategies from four aspects: content interest, user value, interaction and personalization. For example, in terms of content, weibo can create an interactive model of "CP marketing" featuring personalized image, innovation and competitive products. WeChat can pay attention to the life-style of topic selection and create the new WeChat tweet genre of "strip man". Short video can be used to design hidden menu and fancy eating to form fission spread and improve the quality of short video plot. In terms of user value, it caters to the new demand in the era of "big child economy" and pays attention to user experience to maintain an appropriate level of service. In terms of interaction, make good use of lucky draw activities, design prizes carefully and select joint partners according to the scientific degree of brand association; At the personalized level, create personalized community, precisely corresponding to the special group to precipitation flow.

On the one hand, the new media marketing for the catering industry of add specific case studies, on the other hand, Xibei problem of food and beverage company in the new media marketing is also a lot of food and beverage brands of common problems, using data mining new marketing key points, can help other restaurant brands seem to have pain points, improving the quality of the new media operations and effects.

Key Words： New Media; Marketing Strategy; Catering Industry; Xibei youmian Village

目 录

第1章 绪论 1

1.1 研究目的与意义 1

1.1.1 研究目的 1

1.1.2 研究意义 1

1.2 国内外文献综述 2

1.2.1 国内文献综述 2

1.2.2 国外文献综述 3

1.2.3 研究评述 4

1.3 研究内容与研究方法 4

1.3.1 研究内容 4

1.3.2 研究方法 5

1.3.3 技术线路图 5

第2章 相关理论概述 7

2.1  相关概念的界定 7

2.1.1 新媒体的概念 7

2.1.2 新媒体营销的概念 7

2.1.3 新媒体营销方式 7

2.2  相关理论基础 8

2.2.1 传播要素视角的社会化媒体效果测量理论 8

2.2.2 4I营销理论 9

第3章 西贝餐饮公司的新媒体营销现状及问题分析 10

3.1  餐饮业新媒体营销概况 10

3.1.1 从营销渠道覆盖情况看餐饮业新媒体营销 10

3.1.2 从“双微一抖”运营历史进程看餐饮业新媒体营销 17

3.1.3 从粉丝基数与网页内容设计看餐饮业新媒体营销 18

3.2  西贝餐饮公司的新媒体营销实践 20

3.2.1  西贝餐饮公司的简介 20

3.2.2  西贝餐饮公司的新媒体矩阵 20

3.2.3  西贝餐饮公司的新媒体营销内容与主题 22

3.3  西贝餐饮公司的新媒体营销效果调查分析 23

3.3.1调研目的 23

3.3.2调查问卷设计与实施 23

3.3.3结果分析 23

3.4  西贝餐饮公司的新媒体营销存在的问题 28

3.4.1 内容层面 28

3.4.2 渠道层面 28

3.4.3 互动层面 29

3.4.4 用户层面 30

第4章 西贝餐饮公司的新媒体营销的优化策略 31

4.1  西贝餐饮公司的新媒体营销的关键因素分析 31

4.1.1  从社交媒体平台表现看西贝餐饮公司的新媒体营销关键因素 31

4.1.2  从粉丝互动调查看西贝餐饮公司的新媒体营销关键因素 33

4.1.3  从用户内容生产看西贝餐饮公司的新媒体营销关键因素 34

4.1.4  从用户属性指标看西贝餐饮公司的新媒体营销关键因素 34