Research On Social Media Marketing Strategy Of Y Tea Company Based On SICAS Model

Social media is an important topic at present.Chinese and Western scholars have conducted a large number of studies on social media marketing.Social media relies on the social relationship between users,facilitates information exchange between users,and is characterized by low cost and high efficiency.With the rapid development of social economy and the continuous improvement of per capita income level,the demand for tea in China presents several characteristics: first,the consumer group is younger,and the consumption demand and preference of the young generation of tea products are more personalized and diversified;Secondly,more consumers list costeffective tea products as their first choice for consumption,and merchants inject brand,culture,emotion and other consumption factors into the products.Third,e-commerce channels are expanding.Traditional e-commerce platforms are spreading to short videos,community group-buying and social platforms.Under the unavoidable focus of the impact of the epidemic,the squeeze of the new tea drink market,and the constantly upgrading demand of young consumer groups,how to make full use of the value of social media and seize marketing opportunities is of great significance for Y tea Company.The first chapter of this study introduces the research background and significance,and puts forward the research ideas and methods.The second chapter combs the status quo of social media marketing,SICAS model and tea industry marketing,and summarizes and analyzes the research status.The third chapter first introduces the basic situation of Y tea company,then designs a questionnaire based on SICAS model according to the interview results of Y tea company,analyzes the marketing status of Y tea company,and finds out the factors that affect the social media marketing of Y tea company.Chapter four,based on the analysis results of interviews and questionnaire survey data,combined with the management situation of Y tea company in actual operation,puts forward specific suggestions in five aspects: mutual perception,interest arousing,mutual communication,action purchase and experience sharing.Chapter five,in order to ensure the smooth progress of Y tea company’s social media marketing strategy,and combined with Y tea company’s own situation,put forward improvement suggestions on infrastructure construction.The sixth chapter is summary and prospect.This study takes Y tea company as the research object,analyzes the social media marketing strategy of Y tea company based on the SICAS model,and puts forward the social media marketing strategy to enhance the initiative and consciousness of the enterprise to carry out social media marketing,expand the consumer group,improve the marketing level of Y tea company,so that the enterprise can develop marketing strategies closer to the market and avoid the waste of resources.In this way,consumers’ brand recognition and attitude towards Y tea Company can be improved,and consumers’ purchasing behavior can be further influenced,so that Y tea Company can increase its market share in the fierce competition environment.It has guiding significance for the implementation of social media marketing strategies of Y tea company,and also provides reference and suggestions for social media marketing strategies of similar tea companies.