商务传媒学院知识库

With the rapid progress and development of Internet information technology, the ways of information transmission are changing continuously. gradually forming a multi-aggregation propagation tendency. In addition, the form of expression is evolving from the original text form to pictures and videos. Self-media has become an important medium for receiving information and expressing oneself with its distinctive social attributes and general application scenarios.

With the further development of "We Media" and the continuous refinement of user needs, many vertical fields have been differentiated, among which food "We Media" stands out with its wide audience base and practical and entertaining content. In the fierce competition in the industry, the field level individual phenomenon since the media is more get the favour of the audience and the capital and reflect the very considerable commercial value, the author choose food kind since the media "Li Ziqi" for the typical cases and to explore its advantages and disadvantages in the development of communication strategy, in order to provide experience and reference value for the congeneric self-media.

This paper first introduces the research background and significance, research methods, research status and innovation points, and then discusses the general development, concept definition, classification and characteristics of gourmet we media. Summarize the communication strategies and communication effects of the gourmet self-media "Li Ziqi" to create a personalized communication subject image, continuous output of high-quality content, differentiated distribution through multiple channels, and focus on interaction with users, and summarize the content form for its communication strategy Singleness, low traffic conversion rate, product satisfaction needs to be improved, and single realization method. Finally, through the analysis of this case, the development enlightenment of gourmet we media can be obtained.