Research On The Optimization Of Social Media Marketing Strategy Of "Nayuki's Tea" Based On SICAS Mode

The new generation of information technology represented by social media platform is exerting a subversive influence on the traditional marketing management of organizations based on its powerful technical ability.Unfortunately,a large number of businesses are not getting the desired marketing effect from the use of social media.At present,the external market environment faced by enterprises is more volatile,uncertain,complex and fuzzy than before.How to effectively use social media platforms to carry out social media marketing activities to improve the marketing benefits of enterprises has become one of the important challenges faced by enterprises.As one of the leading companies in China’s new tea beverage industry,"Nai Xue Cha" quickly won a leading position in the market through marketing campaigns on social media platforms in the early days.However,due to the influence of the market environment,"Nai Xue Cha" is also facing certain development challenges.In this thesis,"Nai Xue Cha" as the research object,based on the analysis of its macro and micro environment,further use SICAS model to analyze the problems existing in the process of social media marketing "Nai Xue Cha",not only help to put forward targeted countermeasures and suggestions to guide "Nai Xue Cha" to further improve its social media marketing strategy.It will also provide effective references for the construction of social media marketing strategies of other Chinese new tea drink industry enterprises.This thesis found that there are problems in the social media marketing process of "Nai Xue Cha" in five aspects: brand perception,consumer interest,connection and communication,purchase behavior and experience sharing.To solve the above problems,this thesis further constructed the SICAS model of "Nai Xue Cha" social media marketing system,and put forward five corresponding optimization schemes:Strengthen effective cooperation among brands and build an all-round touch network to enhance consumer perception,enrich and innovate social media marketing content and forms to stimulate consumer interest,cultivate brand exclusive opinion leaders,make full use of online live channels to strengthen communication,smooth purchase channels and improve consumer shopping experience to promote purchase,and build brand community to stimulate consumer sharing.On this basis,in order to ensure the effective implementation of the optimization plan,this thesis further puts forward the corresponding safeguard measures from the system level,human resources level,capital level and technical level.Finally,this thesis summarizes the conclusions of the research,analyzes the shortcomings of the research,and puts forward future prospects.