A Study Of ORA Based On SICAS Model

With the development of economy and technology,more and more users are actively guiding the production of content,collaboration and sharing,and giving users a lot of space to participate.The new media environment brings about the change of consumption environment and consumption behavior.Brand communication also faces new opportunities and challenges.For brands,how to seize the opportunity and resolve the crisis in the current consumer environment has become a must to think about,it relates to the survival of a brand.Based on the above background,SICAS model,a new model of consumer behavior,has emerged.The core of this model is connection and dialogue,which combines the audience with the current multi-touch distributed information propagation,and establishes a dynamic perception network.ORA,as a new brand less than five years old,is often regarded as behind-the-scenes in the automotive field,and its brand communication practice conforms to the core concept of SICAS model.This paper takes ORA as the research object and takes SICAS model as the research frame,probes into the brand practice course of ORA through text analysis and questionnaire.This paper analyzes the propagation of Great Wall Euler brand from five aspects: Sense,Interest & Interactive,Connect &Communicate,Action and Share.Based on the theory of symbol interaction,this paper analyzes the brand culture of ORA in SICAS model,including its marketing strategy,perception and interaction with users.It is hoped that the model can be used to reveal the propagation law of the ORA,and provide reference for other brands’ s propagation and marketing.