Research On Live Marketing Strategy Of Mengniu Dairy Based On SICAS Model

The rapid development of mobile Internet has provided technical support for online live broadcasting.The occurrence of the COVID-19 has forced people to enter the "home economy" and become accustomed to the online lifestyle.The epidemic has hindered offline marketing,and many enterprises have moved from offline sales to online marketing,promoting the rapid development of live broadcasting marketing.Now live broadcasting has become a hot field.With more and more industries moving from offline to online,online live broadcasting has also become the main channel to compete for customers and marketing promotion.With the development of economy and the improvement of national living standards,people’s focus on consumption is not only the commodity itself,but also their own purchase experience.The traditional e-commerce model can no longer fully meet the needs of existing consumers,and the single live broadcast model can no longer attract enough attention and stickiness from consumers.Enterprises must explore new strategies for e-commerce live broadcast marketing in order to improve the volume of voice,expand sales,and achieve substantial development.Mengniu Dairy is the leading enterprise of dairy products in China.Dairy products are fast-moving consumer goods with strict shelf life requirements and high marketing pressure.Influenced by the COVID-19,Mengniu Dairy needs to develop new marketing methods urgently to mitigate the impact of the epidemic and accelerate the process of digital transformation.Under the new situation,Mengniu Dairy has laid out e-commerce live marketing actively.It has made good progress in the process of live marketing activities.But as the competition for live streaming marketing among various dairy companies becomes increasingly fierce,if Mengniu wants to maintain sustained and stable growth,it must actively adjust its live streaming marketing strategy based on the current economic situation and consumer demand,in order to attract more consumers and expand brand influence.Based on the above situation,this paper investigates and analyzes the current situation of Mengniu Dairy’s e-commerce live broadcast marketing on Taobao,Tiktok and Kwai platforms,and then finds the problems in the enterprise’s live marketing by means of questionnaires,and puts forward optimization suggestions based on the digital era consumer model SICAS and word-of-mouth marketing theories.Through the research of Mengniu Dairy’s live broadcast marketing strategy,it is found that Mengniu Dairy’s live broadcast needs to be optimized from five aspects: improving brand awareness,stimulating consumer interest,strengthening interactive communication,promoting purchase and strengthening consumer feedback sharing.On the one hand,the research of this paper has enriched the relevant research results in the field of e-commerce live broadcast marketing;on the other hand,it has certain enlightenment and reference significance for other dairy enterprises to carry out live marketing in the future.