Research On Publishing Live Broadcast Marketing Based On Consumer Behavior SICAS Model

In 2020,COVID-19 burst into the traditional way of publishing and marketing.Most publishing organizations introduced new channels of live marketing to find ways to break the law.The publishing industry has also seized the hot spot of webcast,introduced the webcast marketing in the marketing mode,and built a new channel of publishing live marketing with webcast as the core.The whole process of online live broadcasting marketing in publishing industry includes live broadcasting planning,early publicity,advertising,live broadcasting activities,the connection between live broadcasting and profit-making,and the second marketing after sharing user experience.Through the summary and analysis of the current situation of publishing live marketing,the current publishing live Marketing presents the characteristics of network nonlinearity and two-way interaction,which coincides with the construction of SICAS consumer behavior model.At the same time,on the basis of its own live marketing needs,the publishing industry has enriched the stages of "brand and user mutual perception" and "experience sharing" of the SICAS model,and formed five stages of the unique SICAS model of the publishing industry.This study is divided into five parts.The first part is the introduction,which puts forward the research background of this paper,clarifies the research significance and innovation of this paper,combs the development situation of online live broadcasting and publishing live broadcasting marketing,and finally puts forward the theoretical basis and research model of this paper.The second part is the analysis of the characteristics and functions of live marketing in publishing industry.The third part is the analysis of the impact of consumer behavior SICAS model on publishing live marketing,mainly the design,collection and analysis of in-depth interviews and questionnaires.On the basis of in-depth analysis of data,this paper puts forward the advantages and problems of publishing live marketing at the present stage.In the fourth part,based on the development of social media marketing theory,the author analyzes the five core elements of SICAS user consumption model,and then discusses the advantages of SICAS model in publishing live marketing.Finally,the corresponding conclusions and countermeasures are put forward.