摘要
互联网发展日新月异，信息通过新媒体媒介如：QQ、微博、微信、小红书、抖音、
大众点评等平台进行传播，对人们的消费行为与消费方式都带来了改变。新媒体环境的
逐渐成熟，使得新媒体营销的价值被广泛关注。对于餐饮行业来说新媒体营销带来的市
场份额越来越多，餐饮企业之间在新媒体平台上的竞争日益加剧。同时，餐饮企业的线
下传统营销模式逐渐已经趋于同类化，营销效果有限。随着越来越多的餐饮企业依靠新
媒体营销策略，取得了很好的成果，餐饮业如何利用好新媒体营销这一新型的营销手段
就成为一个具有重要现实意义的课题。
本文通过调查 D餐饮公司的营销状况，分析现行的营销方法，结合案例与问卷调查
分析的相关信息，发现公司营销的问题和不足，进行问题分析并给出新媒体营销策略建
议。研究内容是从国内外新媒体营销相关理论与对新媒体营销系统的认知出发，结合 D
公司营销现状调研结果与国内外新媒体研究成果，使用“4I”营销理论进行分析，从营销
的趣味、互动、个性、利益原则对 D餐饮公司营销存在的问题进行分析描述。得出以下
问题成因：产品内容创意不足导致吸引力不够、缺少利益性营销、线上互动机制不完善、
忽视个性化营销等。针对以上问题结合 “4I”理论与“AISAS”理论提出相应的新媒体营销
策略：提高产品设计吸引力、会员分享奖励机制、社群营销拓宽客户渠道、开发组合产
品等。
本文立足新媒体时代的大环境，通过分析 D公司的营销现状，开发适合企业的新媒
体营销策略，帮助企业全面完善营销策略，指导 D公司的经营者和管理部门的营销工作。
在受众注意力分散和新媒体环境复杂的情况下，快速地将营销内容精准传达至消费者
处，进而加深品牌影响力，提升了 D公司产品销售额，促进了企业的发展，实现了持续
盈利的经营。本文研究内容阐述了传统的餐饮烘焙产业在当今互联网的推动下如何进行
营销创新，也可为行业内的其他公司新媒体营销策略提供借鉴与参考。
关键词：新媒体；烘焙行业；4I营销；营销策略
I

ABSTRACT
The rapid development of the Internet and the spread of information through new media mediums
like QQ,Weibo, Wechat, Xiaohongshu, Tik Tok, Dianping have brought changes to people's consumption
behavior and consumption patterns. The gradual maturity of the new media environment has led to
widespread interest in the value of new media marketing. For the catering industry, new media marketing
brings more and more market share, and the competition between catering enterprises on the new media
platform is becoming increasingly fierce. Various enterprises also find that offline traditional marketing
model gradually has tended to be similar, and marketing effect is limited. With more and more catering
enterprises relying on new media marketing strategy and achieving good results, how to make good use of
new media marketing has become a subject of great practical significance.
This article investigates the marketing situation of D catering company, analyzes the current
marketing methods, combined with the relevant information of case and questionnaire analysis, finds the
problems and deficiencies of the company's marketing, analyzes the problems and gives marketing strategy
suggestions. This article introduces the theory of new media marketing and the knowledge of new media
marketing system at domestic and abroad, combining the research results of D company's marketing status
and the research results of new media at domestic and abroad. It analyzes the "4I" marketing theory and
describes the problems of D catering company's marketing from the principles of interest, interaction,
personalization, and benefit of marketing. The following causes of the problem were identified: insufficient
product content creativity leading to insufficient attraction, lack of interest-based marketing, poor online
interaction mechanism, and neglect of personalized marketing. In response to the above problems, we
combine the "4I" theory and "AISAS" principle to propose corresponding new media countermeasures:
improving the attractiveness of product design, membership sharing reward mechanism, community
marketing to broaden customer channels, developing a combination of products, etc.
Based on the environment of the new media era, this paper analyzes the marketing status of D
company, develops new media marketing strategies suitable for enterprises, helps enterprises
III
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