地方饮食文化的电商营销策略研究——以内江牛肉面为例

Research on E-Commerce Marketing Strategies for Local Food Culture—A Case Study of Neijiang Beef Noodles

摘要: 饮食文化作为中华优秀传统文化的组成部分，在增强文化自我认同以及国际影响力上发挥着关键作用。而饮食文化的传播常常隐藏在商品销售环节之中。这一背景下，电子商务因为其使用便捷、用户众多，已成为经济发展、文化传播的有效工具。电子商务与地方饮食相配合，有利于发展地方经济、增强文化自信。内江牛肉面被誉为“巴蜀小吃之首”，具有深厚的文化内涵。但在信息全球化的今天，内江牛肉面因为文化内涵失真、品牌薄弱等问题，难以实现其经济、文化价值。本文针对这些问题，提出构建文化IP、强化技术赋能、实施差异化等举措。这些举措，主要通过电商平台的文化价值现代化表达、跨地域传播来实现。本文通过研究内江牛肉面电商销售模式，剖析了销售中的实际难题，并且得出了相应的发展策略。这旨在为其他地区饮食产品销售，以及文化传播提供现实案例。最终为中华文化传播提供新思路。

Abstract: As a component of China’s fine traditional culture, food culture plays a crucial role in enhancing cultural self-identity and international influence. The dissemination of food culture is often embedded in the process of commodity sales. Against this backdrop, e-commerce, with its convenience and large user base, has gradually become an effective tool for economic development and cultural dissemination. The combination of e-commerce and local food culture is conducive to promoting local economic development and enhancing cultural confidence. Neijiang beef noodles, known as the “top snack of Bashu”, have profound cultural connotations. However, in today’s era of information globalization, Neijiang beef noodles have difficulty realizing their economic and cultural value due to issues such as distorted cultural connotations and weak brand awareness. This article addresses these problems and proposes measures such as building cultural IP, strengthening technological empowerment, and implementing differentiation. These measures are mainly achieved through the modern expression of cultural value and cross-regional dissemination on e-commerce platforms. By studying the e-commerce sales model of Neijiang beef noodles, this article analyzes the actual difficulties in sales and derives corresponding development strategies. This aims to provide practical cases for the sales of food products and cultural dissemination in other regions, and ultimately offer new ideas for the dissemination of Chinese culture.