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EDMI020.pdf

Article Title : Brand Construction and Marketing Promotion Strategy of Internet Celebrity Catering
Author(s) : Bingxin Jin
Corresponding Author : Bingxin Jin
Keywords : Internet Celebrity Catering; Brand Construction; Marketing Promotion; Strategy.
PDF : http://download.BCPub.org/proceedings/2021/EDMI2021/EDMI020.pdf
Abstract

Catering is an industry of large scale that can meet one of basic necessities of residents. With the continuous penetration of mobile Internet in residents' lives, and the new generation of consumers, such as the post-80s and post-90s, becoming the main force of catering consumption, the current market demand for mobile online ordering, waiting and payment continues to grow, while the demand for convenience, personalization and branding of catering consumption is also increasing day by day. In this context, this paper briefly describes the background of the rise of Internet celebrity catering, analyzes the main problems in its operation, and based on this, explores the brand construction and marketing promotion strategy of Internet celebrity catering.

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