Enterprise E-commerce Live Broadcast Marketing Strategy Under The Background Of Internet Celebrity Economy

In recent years,China’s economy has developed rapidly and people’s living standards have been continuously improved.People also pay more and more attention to food safety.On the other hand,government departments have been actively promoting the "upward trend of agricultural products",hoping to help farmers increase production and income through this channel,so as to realize the solemn commitment of an all-round well-off society.In this context,in order to get rid of the traditional marketing mode in the past,the distribution mode of agricultural products needs to comply with the development of mobile Internet,continuously improve the internal value attribute of products,and constantly adapt to the consumption upgrading trend of the current market.Therefore,for those enterprises engaged in the sales of agricultural products,live broadcast marketing has become an inevitable choice for enterprises.This study takes the live broadcast marketing of Shenzhou honey peach as the theme,uses the theoretical model of SICAS and the theory of word-of-mouth marketing,and takes the live broadcast marketing activities of SY Company as an example.This paper analyzes the basic situation of the company’s current live broadcast marketing and the external environment of SY Company’s live broadcast marketing.On this basis,using the tool of SICAS model and the way of questionnaire survey,this paper studies the intuitive feelings of the audience of SY Company’s live broadcast marketing from the aspects of perception,interest,communication,purchase and sharing of SY Company’s live broadcast marketing activities from the perspective of consumers,and makes a quantitative analysis of the questionnaire results.Based on the research results of the questionnaire,this paper deeply analyzes the problems existing in the live broadcast marketing process of SY Company and the causes of these problems.The research results deeply analyze the problems and causes of live broadcast marketing.Finally,based on the SICAS model,this paper puts forward the strategy to improve the live broadcast marketing effect of SY Company,and further formulates the safeguard measures to promote the implementation of the strategy.