Marketing Strategy and Customer Engagement Analysis of Catering Brands – From Short Video Perspective

College of Foreign Languages, Civil Aviation University of China, Tianjin, China

^* Corresponding author: Aidan.huang1008@outlook.com

Abstract

In recent years, with the popularity of short video platforms, more and more peo-ple tend to use short videos to share their lives. In the catering industry, many phenomenal pop videos created by many catering brands are continuously shared on the short video platform, which has brought about a doubling of brand reve-nue. In order to specifically explore the relationship between short videos and ca-tering marketing, in this paper, we first design a questionnaire and collected hun-dreds of samples. Then, based on the samples, we analyze the users’ preferences for catering brands and related short video attributes. We also analyze the correla-tion between user attributes, sharing behavior, and customer engagement. Finally, we establish a discriminant model, a machine learning method, to predict users’ sharing and visiting behaviors according to their attributes. The experimental re-sults show the effectiveness of our method.