Study On Optimization Of New Retailing Marketing Strategy Based On SICAS Model

The development of the Internet and information technology has made the traditional retail industry face an urgent transformation.The pure online e-commerce has not been able to meet the consumer's experience needs.The consumption patterns and concepts of Chinese consumers have undergone tremendous changes,and the emergence of “new retailing” Reconstructed the relationship between consumers,goods,and stores.Develop products based on user needs,create experiential consumption scenarios in different parts of the line and offline,and the focus of their marketing is on the user experience.However,it is in the critical period of growth,based on the user experience,focusing on employees and partners in the new model design,to play its own advantages,and continue to deepen the experience marketing business strategy under the new retailing model.This paper firstly uses the literature analysis method to organize the application of consumer behavior theory and SICAS model in new retail management,expounds the status of new retailing marketing,and lays a theoretical foundation for research.Taking the representative of the new retail,FRESH HEMA as an example,the paper analyzes its marketing status,based on the data analysis of consumer behavior,using the questionnaire and the key points surrounding the SICAS model,analyzes the brand awareness,consumer interest,and consumer experience.And feedback information,etc.,summed up the problems in the marketing process.According to the research results,the optimization strategy of FRESH HEMA new retailing marketing was put forward.The research of this paper is to improve the development effect of HEMA management and improve its own industry competitiveness.For the management,it refines the research content and expands the research scope,which provides the reference for the operation of China's new retailing industry.