Research On Social E-commerce Platform Marketing Strategy For Publishing Companies Based On SIPS Model

The continuous and rapid development of mobile Internet and the novel coronavirus pneumonia have seriously affected the traditional book sales model.The offline sales scale of books has declined.More and more publishing companies have begun to increase their efforts to expand online marketing channels,integrate into major social platforms.They also carry out a series of marketing activities through social platforms.Among the many social platforms,RED is a lifestyle platform for young people.After the online shopping function was launched,it was upgraded from community to e-commerce,which deposited more active users.RED precipitates more active users,the user growth path and system is relatively perfect,and achieves higher user stickiness.Publishing enterprises in the RED to adopt the book marketing strategy,will get a certain effect.This paper will use the SIPS user behavior model,case analysis and questionnaire survey to explore the marketing strategy of the publishing industry on RED platform.According to the SIPS model,book marketing on social platforms attracts users’ attention through emotional resonance,uses mega data to accurately target users,stimulates users’ desire to participate.And then enhances users’ purchase intention and spontaneously shares and spreads products.However,after investigation,it is found that there are many defects in the marketing status quo of publishing enterprises in RED platform.Based on the four stages of SIPS model,and combining the results of cases and questionnaires,this paper puts forward the following optimization strategies.First of all,touch users with high-quality emotional marketing in the resonance stage.Secondly,in the confirmation stage to achieve value recognition with accurate user marketing.Then,in the participation stage,integrate online and offline to enhance user stickiness.Finally,in the sharing and diffusion stage,use word-of-mouth marketing to achieve sharing.This paper will discuss the marketing optimization measures of publishing enterprises in RED platform combined with real cases.It is hoped that this paper can help the publishing industry use the RED platform to alleviate the marketing pressure of books in the post-epidemic era and improve the marketing effect of the publishing industry.