Research on the Promotion Strategies of Putuo Guanyin Cake in the New Media Era

DOI

10.2991/978-2-38476-553-9_56How to use a DOI?

Keywords

Putuo Guanyin Cake; New Media Era; Promotion; Intangible Cultural Heritage Cuisine

Abstract

As a characteristic traditional delicacy from Putuo Mountain in Zhoushan, Zhejiang Province, Putuo Guanyin Cake boasts strong local features and healthy attributes. By analyzing its market status and existing shortcomings, this paper proposes market promotion strategies in the new media era, including the expansion of online and offline channels, cross-border marketing, etc. The aim is to promote the inheritance and development of Putuo Guanyin Cake, help it explore new business paths in the new media era, and better keep pace with the times.

With the advent of the new media era, internet platforms and new media technologies have developed rapidly, and the social consumption structure is also undergoing changes. The younger generation has become the main force in today’s consumer market. Many traditional foods struggle to keep up with the trends of the times and face the risk of elimination, akin to “good wine needing a bush.” This paper aims to explore innovative promotion strategies for Putuo Guanyin Cake in the new media era. By analyzing its production techniques, market positioning, and promotion channels, relevant promotion suggestions are proposed. While retaining traditional promotion channels, the use of new media technologies and platforms can promote the inheritance and development of Putuo Guanyin Cake.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Tianer Meng
AU  - Hang Sun
PY  - 2026
DA  - 2026/03/25
TI  - Research on the Promotion Strategies of Putuo Guanyin Cake in the New Media Era
BT  - Proceedings of the 2025 4th International Conference on Educational Science and Social Culture (ESSC 2025)
PB  - Atlantis Press
SP  - 509
EP  - 515
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-553-9_56
DO  - 10.2991/978-2-38476-553-9_56
ID  - Meng2026
ER  -