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Effect Analysis of Brand Empowerment to Promote International Exchange of Chinese Food Culture under Live Streaming Ecology - Based on Case Study of Overseas Chinese Restaurants

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DOI: 10.23977/ieim.2022.050404 | Downloads: 36 | Views: 758

Author(s)

Yuying Chen 1, Feng Liao 1, Renxiang Chen 2, Bojin Lu 1

Affiliation(s)

1 Lishui University, 1 Xueyuan Road, Lishui 323000, China
2 Department of Information Engineering, Zhijiang College of Zhejiang University of Technology, No.958 Yuezhou Avenue, Shaoxing 312000, China

Corresponding Author

Yuying Chen

ABSTRACT

Overseas Chinese restaurants are widely distributed as a major venue for the dissemination of Chinese culinary culture. Based on literature research, the current situation of overseas Chinese restaurants and the international exchange of Chinese cuisine culture is understood through questionnaires distributed to overseas Chinese food practitioners and online interviews with overseas leaders in the industry. The analysis of the current live streaming ecology of overseas boutique agricultural brand empowerment on the international exchange of Chinese food culture is summarised in an economic perspective as the communication effect, the scale effect, the brand effect, and the synergy effect between the two. It can be said that brand empowerment under the live streaming ecology can effectively integrate brand resources and traffic resources, achieve digital transformation of brand development and promote the international exchange of Chinese food culture.

KEYWORDS

International Exchange of Chinese Food Culture, Overseas Chinese Restaurants, Boutique Agricultural Brand Empowerment, Live Streaming Ecology

CITE THIS PAPER

Yuying Chen, Feng Liao, Renxiang Chen and Bojin Lu, Effect Analysis of Brand Empowerment to Promote International Exchange of Chinese Food Culture under Live Streaming Ecology - Based on Case Study of Overseas Chinese Restaurants. Industrial Engineering and Innovation Management (2022) Vol. 5: 16-20. DOI: http://dx.doi.org/10.23977/ieim.2022.050404.

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