Research On Social Media Marketing Strategy Of Yonghui Supermarket Based On SICAS Model

With the development and widespread application of digital technology,the speed of social media upgrading has accelerated,and it has shown strong social and economic value,which has been widely used to enhance traditional business models in recent years.The supermarket chain industry is also making strong use of social media and constantly innovating marketing strategies to enhance its competitive advantage.As a marketing strategy of the supermarket chain industry,social media marketing continues to innovate marketing methods and consumer concepts,which has won the favor of more and more consumers,attracted the attention of all walks of life,and is worthy of in-depth discussion.Taking Yonghui Supermarket as the research object,this paper reveals the status quo and enlightenment of social media marketing strategies in the chain supermarket industry,provides reference for social media marketing of related enterprises and their industries,and provides a theoretical reference for the study of social media marketing of chain supermarkets.Firstly,the PEST model and Porter’s five forces model are used to analyze the marketing environment and industry status of supermarket chains.Using case analysis methods,supplemented by questionnaires,interviews and other methods,the Consumer Behavior Model(SICAS)was used as the analysis framework to study the current situation and causes of social media marketing of Yonghui Supermarket.Secondly,on the basis of comprehensive analysis of the basic situation,business model,social media marketing environment and current situation of Yonghui Supermarket,the current situation of social media marketing and the reasons for the problems of Yonghui Supermarket were summarized from the five dimensions of the SICAS model(mutual perception,interest interaction,interactive communication,action purchase,and experience sharing).Thirdly,from the above five dimensions,it reveals the marketing strategy of Yonghui Supermarket to apply social media,that is,to enhance consumer perception,enhance consumer interest interaction,strengthen connection and communication,broaden channels to promote consumer purchase,and drive user sharing with word-of-mouth.Finally,the social media marketing theory and SICAS model are comprehensively used to analyze the social media marketing strategy of Yonghui Supermarket to solve the problems of Yonghui Supermarket in the application of social media marketing strategy.Through the above research,the following conclusions can be drawn in the research on social media marketing strategy of Yonghui Supermarket: First,social media platforms play an important role in the mutual perception between chain supermarkets and consumers;Second,high-quality marketing content can enhance consumers’ interest interaction;Third,cultivating opinion leaders can strengthen consumers’ interactive communication;Fourth,rich purchase channels and reasonable promotion strategies can promote consumers’ action purchases;Fifth,strengthening word-of-mouth management can drive consumer sharing.In summary,the research on social media marketing strategy of Yonghui Supermarket has reference significance and provides certain reference for the research of social media marketing strategy of other supermarket chains in the industry.