Research On Short Video Marketing Of Books Based On SICAS Model

Rapidly advancing with the advent of 5G technology,the short video industry has become a hot commodity.KOL’s book marketing has become a novel means of advancing the book sector.Research revealed that Tiktok Books KOL,the current leader in short video marketing of books,exhibits nonlinear,two-way interaction and other features that match the SICAS model.Therefore,from the perspective of consumer demand and behavior,this thesis explores the inspiration and thinking of consumer centered SICAS model for book short video marketing in the mobile Internet environment,analyzes the problems existing in Tiktok KOL book short video marketing under SICAS model,and puts forward corresponding marketing strategies.This study is divided into seven parts.The first part is the introduction,which mainly introduces the research background of this article,elaborates on the research significance,and summarizes the development overview of book marketing and the current status of book short videos.It proposes the theoretical basis,research model,and innovation points of this article.The first part is the definition and analysis of the SICAS theoretical model and related concepts.The second part is the analysis of the current marketing situation of Tiktok Books KOL short video,which mainly collates and analyzes the relevant data of Tiktok KOL with the help of the relevant data of the third-party data analysis platform "Dithering Check",and summarizes its short video operation status.The third part is the analysis of the marketing effect of Tiktok Books KOL by using the questionnaire survey method.First,it introduces the distribution and statistics.Secondly,it analyzes the questionnaire structure based on the SICAS model.It finds that Tiktok Books KOL does not highlight brand symbols,has weak innovative production capacity,has poor interactive communication effect,and has weak marketing model service in five aspects: mutual perception,interest generation,interactive communication,purchase action,and experience sharing Neglecting issues such as user sharing feedback.Based on the above issues,the fourth part tentatively proposes to strengthen brand marketing and expand user perception based on the SICAS model;Conduct content marketing to attract user attention;Do a good job in community marketing and drive emotional links;Implement channel marketing to promote user purchases;Improve marketing service and establish good reputation as a solution strategy.At the same time,it was also proposed that book KOL also needs to take measures to ensure short video marketing,such as improving the quality of book products and establishing a professional operation team.The final part is a summary of the entire paper,summarizing the overall research ideas and results,reflecting on the shortcomings of this study,and proposing possible research directions and prospects for the future.