Research On "Agricultre,rural Areas And Farmers" Live Streaming E-commerce Communication Strategy Based On SICAS Model

With the rapid development of Internet technology,e-commerce has gradually become an important way of marketing,and the arrival of the 5G era,along with the sudden epidemic in 2020,has made the application of live broadcast in e-commerce more and more common.Changes in communication media and marketing scenarios have forced "Agriculture,Rural Areas and Farmersl" brands to undergo digital transformation,and more and more "Agriculture,Rural Areas and Farmers" brands,products and anchors have started to enter the live e-commerce market,in order to improve the "Agriculture,Rural Areas and Farmers More and more "Agriculture,Rural Areas and Farmers" brands,products,anchors began to enter the live e-commerce market,to improve the "Agriculture,Rural Areas and Farmers" product communication power and thus enhance the product sales level to provide a new idea.However,some of the current live e-commerce business focus on short-term sales benefits,light on the long-term brand communication effect,resulting in the "three rural" brand communication effect is mixed,and therefore failed to maximize the value of mining.What is the communication strategy failure that affects the communication effect of "Agriculture,Rural Areas and Farmers" live broadcast? How to propose targeted solutions on the basis of accurately sorting out the problems? These are the questions that this study intends to address.The first part of this study defines the concept of "Agriculture,Rural Areas and Farmers" live e-commerce,composes its current situation,and designs the research method.First,the analysis of the current situation of "three rural" live e-commerce uses the PEST model to analyze the "three rural" live e-commerce in four dimensions: political,economic,social and cultural."At the same time,we also sorted out the history of "Shuzhong Peach Sister" from its creation to the development of live e-commerce.The second part of the study is based on the SICAS model,using in-depth interviews and questionnaires,and the research design of this paper.The second part of this study is based on the SICAS model of "Shuzhong Peach Sister".Firstly,we analyzed the characteristics of "Shuzhong Peach Sister" live e-commerce from five dimensions of the SICAS model,which are the reach of users across the network,multiple live scenes,active guidance of user interaction,objective consumption potential,and the brand actively trying to operate in public-private linkage.Based on the SICAS model,the questionnaire was supplemented with in-depth interviews,and 358 loyal users of "Shuzhong Peach Sister" were surveyed,and 311 valid questionnaires were used to compile "Shuzhong Peach Sister".The problems of live e-commerce in the five dimensions of mutual perception(Sense),interest(Interest),interactive communication(Communications),purchase behavior(Action)and experience sharing(Share),specifically include: ineffective live publicity perception,the sense of bringing goods to attraction is not enough,by the transmission of interactive communication is not enough,strong marketing sense to limit Purchase behavior and user sharing motivation is low.We also analyzed the causes of the above five problems,which are insufficient publicity awareness of the "Shuzhong Peach Sister" team,homogeneity of live content to strengthen the diminishing marginal effect,difficulty for users to immerse in the live interactive ritual chain,lack of "the user thinking" and weak quasi-social relationship between the transmitted The five causes of the weak quasi-social relationship between the two sides.From the above,we can get a glimpse of the current problems of "Agriculture,Rural Areas and Farmers" live e-commerce and the generation logic behind.In the third part of this study,we propose a strategy to improve the communication of "Agriculture,Rural Areas and Farmers" live e-commerce in the light of the five dimensions of the SICAS model and the problems of "Shuzhong Peach Sister" live e-commerce.The strategy starts from five aspects,namely branding,"user thinking" cultivation,live content production,interaction mechanism design,and public-private traffic gathering.These five aspects are not equal flat relationship,but a three-dimensional tree relationship.Among them,brand building is the core goal of the whole communication enhancement strategy,live content production,interactive mechanism design and public and private domain traffic gathering are the practical operations of specific live scenarios in order to achieve the core purpose,and user thinking is the guiding ideology of the whole practical operations.