Research On P Company’s Live Broadcast Marketing Strategy Optimization Based On SICAS Model

In recent years,with the rapid development of Internet technology and 5G technology,The number of users of network broadcast is increasing rapidly.Network broadcast marketing has become an indispensable way of digital transformation of enterprises.Especially after the outbreak of the Covid-19,offline marketing activities of enterprises are affected and marketing channels are also restricted to some extent,which forces enterprises to accelerate the pace of digital transformation.Many enterprises turn to live broadcasting platforms to make use of the advantages of live broadcasting marketing to sell and promote products,so as to find new marketing breakthroughs.P company is a comprehensive lighting enterprise,committed to creating a green,harmonious,high-quality light environment for consumers.The company has long been involved in the field of e-commerce,and through e-commerce channels to expand the scale of the company’s development,has become a leading brand in the industry.However,in recent years,in the field of live streaming e-commerce,there are more and more lighting products with more and more novel styles and more and more powerful functions,and the competition in the field of live streaming is becoming more and more fierce.Problems such as low brand perception and low interest in live streaming,also insufficient interactive communication,weak purchasing power and weak willingness to share feedback directly affect P Company’s share in the field of live streaming.Therefore,it is worth studying how to optimize the live broadcasting marketing strategy of P company to solve the above problems,so as to improve the overall competitiveness of P Company in the field of live broadcasting.First,based on precision marketing theory,scene marketing theory and wordof-mouth marketing theory,this thesis reviews the concepts and strategies of live broadcasting marketing,as well as the factors affecting the effect of live broadcasting marketing and other relevant domestic and foreign literature.Secondly,the internal and external environment of P company is analyzed.SWOT analysis method is used to summarize the advantages and disadvantages,opportunities and challenges of the company’s live marketing environment.Based on the perspective of consumers,the SICAS model is used to conduct a questionnaire survey on the process of P company’s live marketing activities.Analyze the problems and causes in the live broadcast activities of P Company.Finally,aiming at the problems existing in the live marketing of P Company,from the five dimensions of SICAS model,this thesis puts forward optimization strategies such as focusing on the output of brand culture,exporting quality content,designing rich activities,manufacturing the driving force of marketing and purchasing,and building efficient feedback mechanism,and puts forward safeguard measures from the four aspects of organization,system,technology and manpower.So as to ensure the smooth implementation of P Company’s live-streaming strategy.Based on the SICAS model,this thesis investigates and analyzes the status quo of P Company’s live broadcast marketing,aiming to optimize the marketing strategy of P Company’s live broadcast.On the one hand,it can enrich the research in related fields,on the other hand,it can provide reference for other lighting companies to implement live broadcast marketing strategy.