| With the continuous development of the mobile Internet and the popularity of smartphones,live marketing is rapidly emerging.YB seized this opportunity and launched a live marketing business on the Douyin platform,selling mainly women’s clothing.The company achieved good results in the early stage of its establishment,but with the increase of competitors,the company’s performance declined and needed a set of effective marketing strategies to improve the company’s marketing status.This study based on the SICAS model,interactive marketing theory and word-of-mouth marketing theory,the problems in the company’s Douyin live marketing were analyzed using the literature research method,case study method,interview method and questionnaire method,and a set of Douyin live marketing strategies that meet the actual situation of the company were explored from five aspects of the SICAS model.Firstly,the literature research method was used to widely review the latest research results about Douyin live marketing and various factors affecting live marketing at home and abroad,to grasp the relevant theoretical basis of the research topic,and to provide a theoretical basis for the application of the SICAS model and the proposed marketing strategy.Secondly,we used the case study method to get a comprehensive understanding of the company’s basic situation,marketing status,internal foundation and external environment,and combined with the interview method to understand the views of the company’s boss and employees on the company’s Douyin live marketing and the shortcomings of the work,and found that the company’s external environment is generally favorable to the company’s development,while the company’s hardware equipment,the number of live-streaming rooms online and conversion rate are to be We found that the external environment is generally favorable to the development of the company,while the hardware equipment,the number of live webcasters and the conversion rate of the company need to be improved.Again,using the questionnaire survey method,we designed and distributed questionnaires based on the SICAS model,and found that: in terms of perceived strength,the company’s promotional videos were not of high quality and the marketing promotion channel was too single;in terms of interest strength,the customers’ interest in the company’s live streaming room was not strong and the attraction was weak;in terms of communication effect,the anchors’ interactivity was low and their speech was not professional enough;in terms of purchase intention,the anchors lacked the words to make In terms of purchase intention,the anchors lacked the words to make orders and did not make consumers sticky;in terms of willingness to share,the company lacked guidance and incentive for customers.Finally,the following strategies are proposed to improve the quality of promotional videos and broaden the promotion channels to enhance the perception,stimulate the interest of customers and enhance the attraction to increase the intensity of interest,actively interact with customers and enhance the professionalism of expression to strengthen the communication effect,enrich the words during the live webcast and create consumer stickiness to promote the willingness to buy,and provide more guidance and motivate customers to share to enhance the willingness to share.The main contributions of this paper are: by introducing the SICAS model,we can prove that there is a significant positive correlation between the dimensions and deconstruct the process of Douyin live marketing,so as to create a set of targeted marketing strategies for the company,and also provide a certain reference for other small and micro e-commerce companies selling women’s clothing to analyze their own Douyin live webcast marketing problems. |
