美食类微信公众号内容营销模式研究摘要根据腾讯2017年第二季度财报数据显示，微信和WeChat的合并月活用户数已达9.63亿。微信公众号的数量在2017年也达到了2101万之巨，而且种类繁多，推送内容良莠不齐，可恰恰内容决定公众号质量。本文所要研究的便是美食类微信公众号的内容营销模式。民以食为天，中国作为美食大国，从未停止过探索美食的脚步。2016年中央电视台大型美食纪录片《舌尖上的中国》播出之后，大家对于美食的关注热情空前高涨,各种美食类的微信公众号也得到了前所未有的关注与发展。在这篇文章中，我将以“掌厨”“陛下开饭了”以及“下厨房”等公众号为例探讨美食类微信公众号的内容营销模式有何特点？分析美食类微信公众号内容营销策略的利弊，同时结合本人运营公众号的工作经验，提出行之有效的改进方法。本文首先对内容营销以及微信营销进行了基本概述，之后研究并阐明了美食类微信公众号的内容营销策略，最后进行分析总结。通过一系列分析研究所得出的建议策略不仅有利于文中所提及到的公众号的发展，对于其他美食类的微信公众号也十分具有参考价值。关键词：美食；微信公众号；内容营销ResearchontheMarketingModeofWeChatPublicInformationAbstractAccordingtothesecond-quarterresultsofthesecondquarterof2017,WeChatandWeChathas963millionmonthlyactiveusers.ThenumberofWeChatpublicaccountshasreached210.1millionin2017,andthereisawidevarietyofcontent,andthecontentofthepromotionisspotty,whichcandeterminethequalityofthepublic.TheresearchofthispaperisthecontentmarketingmodelofWeChat.China,asagreatfoodcountry,hasneverstoppedexploringgastronomy.2016CCTVlargefooddocumentaryonthetipofthetongueofChina"afterthebroadcast,everybodypaysattentiontoenthusiasmforfoodtoanall-timehigh,allkindsofpublicfoodclassmicroletter,ithasreceivedtheunprecedentedattentionanddevelopment.Inthisarticle,IwilldiscussthecharacteristicsofthecontentmarketingmodelofWeChatpublicnumberofgastronomyWeChatwiththepublicnumbersuchas"cook","yourmajesty'scooking"and"thekitchen".ThispaperanalyzestheadvantagesanddisadvantagesofthemarketingstrategyofWeChat,andputsforwardsomeeffectivemethodstoimproveit.Inthispaper,thecontentmarketingandWeChatmarketingarebrieflysummarized,andthenthecontentmarketingstrategyofWeChatpublicnumberisstudiedandsummarized.Theproposedstrategythroughaseriesofanalysisstudiesnotonlyfacilitatesthedevelopmentofthepublicnumbermentionedinthearticle,butalsohasgreatreferencevaluefortheWeChatpublicnumberofotherfoodclasses.KeyWords:Food；WeChatOfficialAccount；ContentMarketing目录摘要-----------------------------------------------------------------------------------------------1Abstract-----------------------------------------------------------------------------------------Ⅱ目录----------------------------------------------------------------------------------------------Ⅲ一、内容营销概述-------------------------------------------------------------------------------1（一）内容营销----------------------------------------------------------------------------------11.内容营销概念------------------------------------------------------------------------------12.内容营销的特点---------------------------------------------------------------------------1（1）针对性强------------------------------------------------------------------------------1（2）应用范围广泛------------------------------------------------------------------------1（3）成本较低------------------------------------------------------------------------------1（4）时效较长--------------------------------------------------------------...
