随着互联网、大数据、人工智能等信息技术的飞速发展，数字经济已经进入我们的 生活。新时代突出的信息网络载体改变着人们的消费状态、经营理念和信息处理方式， 呈现出从独享到包容、从垂直到水平、从个体化到社会化的特点。这意味着人与人、人 与企业、人与市场的互相交融成为趋势，预示着消费者核心地位的上升。因此企业要脱 颖而出，需要重新思考消费者的购买决策过程。企业最终的目标就是取悦消费者，使其 成为品牌拥护者。面对激烈的市场竞争和变化了的购买行为，如何在数字经济时代开展 活动以提高自身品牌有效传播，已成为餐饮企业一个重要又紧迫的课题。 本文在数字经济时代背景下，从消费者购买行为切入，结合传播学、营销学、心理 学等相关专业理论，对 K 餐厅的品牌传播现状、存在问题、产生原因和优化策略进行分 析研究。文章共有六大部分，第一章用文献分析法介绍了研究的背景、目的意义，综述 了国内外理论研究成果，并阐明所运用的研究方法和创新点。第二章介绍了品牌传播、 数字经济时代相关概念，梳理了消费者购买决策过程的历史演进，重点分析了最新的 5A 模型，阐述了这一模型的五个阶段（了解、吸引、问询、行动、拥护）和六大衡量指标 （购买行动率、品牌推荐率、吸引转化率、好奇转化率、行动转化率、亲和转化率）， 奠定了文章的理论研究基础。第三章分析了餐饮行业的现状和当前餐饮品牌传播的特 点，传播主体多元化、传播受众精准化、传播渠道碎片化、传播内容热点化。第四章采 用问卷调查法收集了K餐厅的消费者数据，在对结果进行描述性和统计性分析的基础上， 总结了 K 餐厅品牌传播存在的品牌形象分散、传播内容同质、传播渠道单一、消费体验 滞后问题。针对上述问题，文章利用 5A 模型的六大指标，分析 K 餐厅两个代表性的品 牌传播活动数据，得出购买行动率、品牌推荐率均远远低于理想值 1，找出了 K 餐厅品 牌传播活动效果不理想的原因。第五章提出了数字经济时代K餐厅品牌传播的优化策略， 重点在四个方面进行改进，重塑品牌形象、传播差异性内容、整合线上线下渠道、增强 消费者互动体验。最后文章用数据评估了传播策略的有效性。本文丰富了消费者购买行 为对餐饮品牌传播策略的影响研究，为餐饮行业乃至其他服务业提供了借鉴作用。 关键词， 数字经济 购买决策 品牌 传播策略VI Abstract With the rapid development of information technology such as the Internet， big data， and artificial intelligence ， the digital economy era has entered our lives. The prominent information network is changing ours consumption ， business philosophy and information processing method and showing the characteristics from exclusive to inclusive， from vertical to horizontal， from individual to social. This means that the intersection of people，people and businesses， people and markets becomes a trend， which means the rise of consumer status. Therefore ， companies must stand out from the crowd and need to rethink the consumer decision -making. The ultimate goal of the company is to please customers and become brand advocates. In the face of fierce market competition ， how to carry out marketing in China's catering enterprises under the new the consumer decision -making in the digital economy era to improve the effective dissemination of their own brands has become an important and urgent issue. Based on the background of the digital economy era，this paper analyzes the status quo， problems，causes and optimization strategies of K restaurant brand communication from the perspective of the consumer decision -making ， combining communication ， marketing ， psychology， consumer behavior and other related professional theories. The paper has six major parts 。 The first chapter introduces the background and purpose of the research by literature analysis method ， summarizes the theoretical research results ， and clarifies the research methods and innovations used. The second chapter introduces the connotation and characteristics of the digital economy and brand communication，sorts out the evolution of the consumer decision -making，and focuses on the five stages （aware appeal ask act advocate） and six indicators（purchase action ratio，brand advocacy ratio，attracting ratio， curiosity ratio， commitment ratio， affinity ratio） of the customer path model ，which lays the theoretical foundation for the article. The third chapter analyzes the characteristics of catering brand communication in the digital economy era， and presents the following trends， the dispersion of brand image, the diversity of communication subjects ， the accuracy of communication audiences，the fragmentation of communication channels，and the hot contentVII of communication content. The fourth chapter uses the questionnaire survey method to collect consumer data. Based on the descriptive and statistical analysis of the results， it is found that the same communication content，the single communication channel and the lag of consumer experience. Then ， the article uses the six indicators of the 5A model to analyze the two representative brand communication activities data of K restaurant， and concludes that the purchase action ratio and brand advocacy ratio are far lower than the ideal value， and find K. The reason why the restaurant brand communication activities are not satisfactory. The fifth chapter combines the research results and proposes the optimization strategy of K restaurant brand communication，focusing on three aspects，reinventing the brand image, spreading the difference content，integrating online and offline multi-channel， and enhancing the customer interaction experience. Finally ， the article uses data to assess the effectiveness of the communication strategy. The research in this paper enriches the theoretical perspective and provides reference for the catering industry and other service industries. Keywords， Digital economy Decision -making Brand Communication strategyIX 目 录 摘要............................................................................................................................V Abstract......................................................................................................................VI 1 绪论..........................................................................................................................1 1.1 选题背景.........................................................................................................1 1.2 研究目的与意义.............................................................................................2 1.3 国内外研究现状.............................................................................................2 1.3.1. 国外研究现状...................................................................................... 2 1.3.2 国内研究现状...................................................................................... 4 1.4 研究方法.........................................................................................................6 1.4.1 案例分析法............................................................................................ 6 1.4.2 问卷调查法............................................................................................ 6 1.4.3 文献分析法............................................................................................ 7 1.5 创新点.............................................................................................................7 1.5.1 研究角度创新........................................................................................ 7 1.5.2 研究应用创新........................................................................................ 7 2 相关概念与理论基础..............................................................................................8 2.1 品牌传播理论.................................................................................................8 2.2 数字经济内涵与特点.....................................................................................8 2.3 消费者行为理论演进.....................................................................................9 2.4 消费者购买决策过程及关键衡量指标.....................................................11 2.4.1 5A 模型................................................................................................. 11 2.4.2 关键衡量指标...................................................................................... 13 3 餐饮品牌传播特点和趋势....................................................................................15 3.1 餐饮行业挑战和机遇...................................................................................15 3.2 餐饮行业独特性...........................................................................................15 3.3 餐饮品牌传播趋势.......................................................................................16 3.3.1 传播主体多元化.................................................................................. 16X 3.3.2 传播受众精准化.................................................................................. 16 3.3.3 传播渠道碎片化.................................................................................. 16 3.3.4 传播内容热点化.................................................................................. 17 4 K 餐厅品牌传播现状调查与分析.........................................................................18 4.1 问卷设计与实施...........................................................................................18 4.2 问卷数据分析...............................................................................................19 4.2.1 基本信息分析...................................................................................... 19 4.2.2 传播渠道分析...................................................................................... 19 4.2.3 传播内容分析...................................................................................... 20 4.2.4 传播效果分析...................................................................................... 21 4.3 K 餐厅品牌传播问题....................................................................................21 4.3.1 品牌形象分散...................................................................................... 22 4.3.2 传播内容同质...................................................................................... 22 4.3.3 传播渠道单一...................................................................................... 22 4.3.4 消费者体验滞后.................................................................................. 23 4.4 原因分析.......................................................................................................23 4.4.1 K 餐厅活动介绍................................................................................... 23 4.4.2 消费者购买行为指标分析.................................................................. 24 5 K 餐厅品牌传播策略优化方案.............................................................................27 5.1 重塑品牌形象...............................................................................................27 5.1.1 统一品牌形象...................................................................................... 27 5.1.2 塑造人本品牌...................................................................................... 28 5.2 传播差异性内容...........................................................................................28 5.3 整合线上线下渠道.......................................................................................29 5.3.1 整合不同媒体...................................................................................... 29 5.3.2. 多渠道统一目标和战略...................................................................... 30 5.3.3 大数据优化多渠道购物体验.............................................................. 31 5.4 增强消费者互动体验...................................................................................31 5.4.1. 善用移动 App 优化用户体验.............................................................. 31 5.4.2 提供社会化消费者管理方案.............................................................. 32XI 5.4.3 利用游戏化思维引导消费者行为娱乐化.......................................... 33 新策略传播效果....................................................................................................35 结 论..........................................................................................................................37