Research On The Improvement Of S Company’s Online Live Broadcast Marketing Strategy Based On SICAS Model

In recent years,with the increasing number of network broadcast users,network broadcast marketing has gradually become a "new wind" for major companies to carry out marketing.Especially in the case of the shortage of marketing channels caused by the novel coronavirus epidemic,the network broadcast marketing model has shown more unique market value.However,many enterprises mainly rely on experience to carry out network broadcast marketing,lack of theoretical guidance,resulting in poor marketing effect.The research object of this paper is S Company,a giant snack food company mainly operating online.S Company made great achievements in 2020 and 2021 through online live broadcast marketing,but failed to maintain the marketing effect of previous years in2022.Based on the above situation,this study uses SICAS model to conduct an in-depth study on the status quo of online live broadcasting marketing of S Company,analyzes the specific causes of the problems,and puts forward targeted improvement strategies.It is hoped that this study can be of certain reference significance for S Company and other enterprises that carry out network broadcast marketing to clarify the development direction of network broadcast marketing,improve the effect of network broadcast marketing and achieve the target of brand live broadcast marketing.The research concludes that the practices of enterprises in the five links of SICAS model will have an impact on consumers.In these links,the setting of enterprises’ perception,communication,purchase,sharing and other links has an obvious impact on consumers’ consumption behavior and the results of live marketing.Although the interest link has no significant impact on the marketing effect of enterprises,the more consumers remain in the interest link,the more consumer base can be converted into sales in other links.Therefore,based on the analysis results,this paper proposes strategies to improve the effect of online live broadcast marketing of S Company,which should enhance user perception,stimulate user interest,strengthen user communication,promote user purchase,and enhance user communication.