摘要
自贡市是位于成渝经济圈南部的中心城市,是“中国盐帮菜之乡”,其餐饮文化具有浓厚底蕴和鲜明特色。通过调查外地消费者对自贡餐饮美食的感知和消费体验,发现自贡餐饮存在传播途径单一、大型购物中心餐饮吸引力不足和餐饮企业服务质量欠佳的问题。根据调查结果,提出了挖掘自贡餐饮内涵、建立品牌定位,打造多功能一体化的大型消费中心、塑造自贡美食品牌形象、扩宽自贡餐饮文化品牌的传播路径和完善服务质量体系的策略建议,以促进自贡餐饮文化品牌的建设,为成渝地区双城经济圈建设贡献自贡力量。
Zigong is located in the central city in the south of Chengdu Chongqing Economic Circle,which is the"hometown of Yanbang Cuisine in China",and its catering culture has a strong heritage and distinctive characteristics.By investigating the perception and consumption experience of non local consumers towards Zigong cuisine,it was found that there are problems for Zigong cuisine including single transmission channel,insufficient attractiveness of large shopping centers,and poor service quality of catering enterprises.Based on the analysis and investigation results,strategic suggestions were proposed such as to explore the connotation of Zigong catering culture,establish brand positioning,create a multi-functional integrated large-scale consumption center,shape the image of Zigong cuisine brands,expand the dissemination path of Zigong catering cultural brands,and to improve the service quality system.In so doing,the construction of Zigong catering cultural brands will be promoted for contributing Zigong's strength to the construction of the Chengdu Chongqing dual city economic circle.
作者
曾楠轩
王永聪
李琛
唐艺榕
ZENG Nanxuan;WANG Yongcong;LI Chen;TANG Yirong
出处
《商业经济》
2023年第12期27-30,37,共5页
Business & Economy
基金
2022年四川轻化工大学大学生创新创业训练计划项目(S20221062204)。
关键词
成渝双城经济圈
自贡
餐饮文化品牌
营销传播
Chengdu Chongqing Double City Economic Circle
Zigong
catering cultural brand
marketing communication
