Research On Improving Effect Of Live Webcast Marketing Of K Group Based On SICAS Model

In recent years,with the growth of webcast user groups year by year,live webcast marketing has gradually become a "new opportunity" for companies to carry out marketing activities.In particular,the tightening of marketing channels caused by the outbreak of the Covid-19 epidemic has further highlighted the unique market value of the live webcast marketing model in the Internet era.From the perspective of marketing,live webcast marketing is rooted in the live broadcast industry.It has the market advantages of huge customer groups and low operating costs.In particular,its strong drainage ability,efficient communication efficiency and instant interactive communication can maximally fit the current fragmented shopping behavior of consumers and open up a new direction for enterprise marketing activities.However,the current research and practice of live webcast marketing don't match——live webcast marketing has become the most popular marketing model,but the existing research is relatively weak,still focusing on the theoretical research on the characteristics and advantages and disadvantages of live webcast marketing,research on industry applications is also limited to individual industries such as publishing and agricultural products,and cannot provide effective live web marketing activities for shoe companies Reference and guidance.This article takes the live webcast marketing as the theme,summarizes the application models and theoretical basis of SICAS model,interactive marketing,word-of-mouth marketing and contextual marketing.Furthermore,based on the current research status of live webcast marketing,the research status of the driving factors of live webcast marketing development and the influencing factors of live webcast marketing are comprehensively sorted out,and laid a solid theoretical foundation for the research of this article.Then,taking K Group as an example,this paper expounds the basic situation of the group's live broadcast marketing and analyzed the internal and external environment of K Group's live broadcast marketing.On this basis,this paper investigates the audience's Intuitive feeling of sense,interest and interaction,connect and communication,action and sharing of K Group's live webcast marketing based on the SICAS model,and conductes a quantitative analysis of the results of the questionnaire,conducted an in-depth analysis of problems in K Group live broadcast marketing and their causes based on the research results.Subsequently,clarify the target market of K Group's live webcast marketing,propose strategies to improve the K Group's live webcast marketing effect based on the SICAS model,and further formulate safeguard measures to promote the implementation of the strategy.Taking K Group as an example,this study explored the operation path for companies to conduct self-inspection and self-improvement on their own live webcast marketing,so as to improve marketing effects.On the one hand,small and medium-sized shoe companies can refer to this path to review and improve the corporate live webcast marketing situation.On the other hand,under the premise of similar situations,similar companies can also directly apply the promotion strategies and safeguard measures proposed in this article as a new attempt for companies to improve the effect of live webcast marketing.