| In the digital age,the visibility,interactivity,entertainment,real-time and other functions of live e-commerce are favored because they meet the diverse shopping needs of consumers,allowing consumers to experience the presence of shopping from a highly visual interface feel.With the iteration of new technologies such as 5G,smart terminals,and big data algorithms,the number of users watching live broadcasts is increasing,which further promotes the development of online live broadcast marketing.In the process of online live broadcast marketing by many companies,beauty companies are particularly concerned.Especially in recent years,with the rise of the national tide,domestic beauty companies are actively looking for emerging channels and marketing methods to increase market share,from a single talent live broadcast The cooperation developed into a live broadcast matrix.Due to problems such as high pit fees and tax evasion and tax evasion in the live broadcast of Daren,the commercial value of self-broadcasting of enterprises has become more and more prominent,and it is imminent to increase the proportion of self-broadcasting.At present,the self-broadcasting of merchants is in the development stage,and the operation is immature,which has led to the exposure of some beauty companies.There are few phenomena,narrow channel drainage,and low transaction conversion rate.Enterprises urgently need to find new paths,and strive to break the situation of online live broadcast marketing and maximize benefits.Existing research focuses on the publishing industry and the influencing factors of the live broadcast of Daren,and there is a lack of guiding cases for beauty companies to improve the effect of self-broadcasting.As one of the well-known beauty companies in China,H Company has been cultivating offline stores for more than ten years,and then shifted its focus to live broadcast e-commerce,but it did not achieve the expected results.Based on the SICAS model,based on social presence and scene theory,this paper analyzes the current situation of online live broadcast marketing of H Company,and sorts out the effect measurement indicators,effect influencing factors and relevant literature of strategies,so as to consolidate the online live broadcast marketing of beauty companies.Based on the research,the evaluation of H company’s users’ perception,interest,communication,purchase,and sharing was obtained through questionnaires,and 482 questionnaires were quantitatively analyzed.Validity has a positive impact,formulate an in-depth interview plan to communicate with the live broadcast team of H company,understand their evaluation of online live broadcast marketing,and further analyze the problems existing in company H’s online live broadcast marketing.The reason is that the content is homogenized and the scene is attractive.Weakness,lack of interactive interest,lack of activity innovation,and limited brand communication power,based on the SICAS model,it proposes to reshape the content pattern,create scene highlights,increase communication interest,deliver high-quality services,enhance brand awareness strategies,and improve effectiveness.Improve the reach rate of company H’s activities,increase the exposure of live broadcasts,increase the conversion rate of transactions,and strengthen the precision rate of delivery,and at the same time help more domestic beauty companies to create a closed loop of "customer acquisition-interaction-sales-precipitation",Promote the sustainable development of its online live broadcast marketing. |
