基于SICAS模型的L公司淘宝直播营销策略研究
发布时间：2023-03-19 08:57
近年来,随着移动互联网的不断发展,电商直播逐渐兴起。直播营销作为一种新兴的营销方式,各行各业都在积极拓展线上直播带货。其实时性和交互性的优势颠覆了传统的电子商务形态,满足了人们在消费、交流、情感等方面的网络直播购物需求,重塑了人们的消费追求和购物观念,也为电商平台的商家和主播带来了诸多好处。在当前形势下,如何增加客流量和转化率是进行电商直播时需要考虑的重要问题。本文研究对象L公司成立于2011年,从事移动设备周边产品、智能硬件产品等消费电子产品的自主研发、设计和销售,是全球消费电子行业的知名品牌。据2021年9月-2022年2月的数据显示,L公司天猫旗舰店的粉丝数高达84万,但其淘宝直播平台的月均观看人数仅仅为5855人,直播的营销效果并不理想。基于以上情况,本文以L公司淘宝直播为例,首先利用PEST和SWOT态势分析对其营销状况进行深入分析,然后根据SICAS模型和4Is营销理论,运用问卷调查法,从相互感知、产生兴趣和形成互动、建立连接和互动沟通、促成行动阶段、扩散分享这五个维度,结合直播数据对L公司的直播营销问题进行深入分析和研究。最后以提升客户的感知、激发客户的兴趣、加强建立连接...
【文章页数】：97 页
【学位级别】：硕士
【文章目录】：
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter 1 Introduction
1.1 Research Background and Research Significance
1.1.1 Research Background
1.1.2 Research Significance
1.2 Research Method
1.3 Research Content and Framework
1.4 Innovation Points
Chapter2 Literature Review
2.1 Current Status of Domestic and International Research
2.1.1 Definition and Development of Live Streaming
2.1.2 Audience Psychology of Live Streaming
2.1.3 Related Research on Live Streaming Marketing
2.2 Relevant Concepts and Theoretical Foundations
2.2.1 SICAS Consumer Behavior Model
2.2.2 4Is Marketing Theory
Chapter3 Company L’s Introduction and Challenges in Live Streaming
3.1 Introduction of Company L
3.1.1 Development of Company L
3.1.2 Product Structure of Company L
3.1.3 Business Process of Company L
3.1.4 Sales Channels of Company L
3.2 Live Marketing Challenges of Company L
Chapter4 Analysis of Company L’s Live Marketing Environment
4.1 PEST Analysis of Company L
4.1.1 Analysis of Political Environment
4.1.2 Analysis of Economic Environment
4.1.3 Analysis of Social Environment
4.1.4 Analysis of Technical Environment
4.2 SWOT Situation Analysis of Company L
4.2.1 Strengths
4.2.2 Weaknesses
4.2.3 Opportunities
4.2.4 Threats
Chapter5 Live Marketing Status Research of Company L
5.1 Questionnaire Design and Selecting Respondents
5.1.1 Questionnaire Design
5.1.2 Selecting Respondents and Questionnaire Distribution
5.2 Data Result Analysis
5.2.1 Descriptive Statistics
5.2.2 Multiple Response Rate Analysis
Chapter6 Case Analysis of Company L's Live Marketing
6.1 Mutual Perception Stage
6.1.1 Weak Brand Perception
6.1.2 Fewer Live Streaming
6.2 Generating Interest and Forming Interaction Stage
6.2.1 Tedious Live Content
6.2.2 Single Live Streaming Scenario
6.3 Establishing Connection and Interactive Communication Stage
6.3.1 Blunt Interactive Communication
6.3.2 Weak Emotional Connection
6.4 Enabling Action Stage
6.4.1 Low Live Streaming Transaction
6.4.2 Low Customer Retention
6.5 Diffusion and Sharing Stage
6.5.1 Lack of Guided Sharing
6.5.2 Insufficient Sharing Drive
Chapter7 Company L’s Live Marketing Optimization Strategy
7.1 Enhancement of Customer Perception
7.1.1 Improvement of Live Brand Management
7.1.2 Extension of the Scope of Live Streaming
7.2 Stimulation of Customers'Interest
7.2.1 Improvement of the Attractiveness of Live Content
7.2.2 Extension of the Live Streaming Scene
7.3 Reinforcement of Connection Building and Interactive Communication
7.3.1 Enhancement of Interaction and Communication
7.3.2 Creation of Deep Communication
7.4 Facilitation of Purchase and Retention
7.4.1 Creation of Transaction Driving Force
7.4.2 Facilitation of Customer Retention
7.5 Promotion of Proliferation Sharing
7.5.1 Stimulation of Consumers'Desire to Share
7.5.2 Improvement of Social Sharing Incentive Mechanism
Chapter8 Conclusion and Prospect
REFERENCE
ACKNOWLEDGEMENTS
APPENDIX
本文编号：3764963
【文章页数】：97 页
【学位级别】：硕士
【文章目录】：
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter 1 Introduction
1.1 Research Background and Research Significance
1.1.1 Research Background
1.1.2 Research Significance
1.2 Research Method
1.3 Research Content and Framework
1.4 Innovation Points
Chapter2 Literature Review
2.1 Current Status of Domestic and International Research
2.1.1 Definition and Development of Live Streaming
2.1.2 Audience Psychology of Live Streaming
2.1.3 Related Research on Live Streaming Marketing
2.2 Relevant Concepts and Theoretical Foundations
2.2.1 SICAS Consumer Behavior Model
2.2.2 4Is Marketing Theory
Chapter3 Company L’s Introduction and Challenges in Live Streaming
3.1 Introduction of Company L
3.1.1 Development of Company L
3.1.2 Product Structure of Company L
3.1.3 Business Process of Company L
3.1.4 Sales Channels of Company L
3.2 Live Marketing Challenges of Company L
Chapter4 Analysis of Company L’s Live Marketing Environment
4.1 PEST Analysis of Company L
4.1.1 Analysis of Political Environment
4.1.2 Analysis of Economic Environment
4.1.3 Analysis of Social Environment
4.1.4 Analysis of Technical Environment
4.2 SWOT Situation Analysis of Company L
4.2.1 Strengths
4.2.2 Weaknesses
4.2.3 Opportunities
4.2.4 Threats
Chapter5 Live Marketing Status Research of Company L
5.1 Questionnaire Design and Selecting Respondents
5.1.1 Questionnaire Design
5.1.2 Selecting Respondents and Questionnaire Distribution
5.2 Data Result Analysis
5.2.1 Descriptive Statistics
5.2.2 Multiple Response Rate Analysis
Chapter6 Case Analysis of Company L's Live Marketing
6.1 Mutual Perception Stage
6.1.1 Weak Brand Perception
6.1.2 Fewer Live Streaming
6.2 Generating Interest and Forming Interaction Stage
6.2.1 Tedious Live Content
6.2.2 Single Live Streaming Scenario
6.3 Establishing Connection and Interactive Communication Stage
6.3.1 Blunt Interactive Communication
6.3.2 Weak Emotional Connection
6.4 Enabling Action Stage
6.4.1 Low Live Streaming Transaction
6.4.2 Low Customer Retention
6.5 Diffusion and Sharing Stage
6.5.1 Lack of Guided Sharing
6.5.2 Insufficient Sharing Drive
Chapter7 Company L’s Live Marketing Optimization Strategy
7.1 Enhancement of Customer Perception
7.1.1 Improvement of Live Brand Management
7.1.2 Extension of the Scope of Live Streaming
7.2 Stimulation of Customers'Interest
7.2.1 Improvement of the Attractiveness of Live Content
7.2.2 Extension of the Live Streaming Scene
7.3 Reinforcement of Connection Building and Interactive Communication
7.3.1 Enhancement of Interaction and Communication
7.3.2 Creation of Deep Communication
7.4 Facilitation of Purchase and Retention
7.4.1 Creation of Transaction Driving Force
7.4.2 Facilitation of Customer Retention
7.5 Promotion of Proliferation Sharing
7.5.1 Stimulation of Consumers'Desire to Share
7.5.2 Improvement of Social Sharing Incentive Mechanism
Chapter8 Conclusion and Prospect
REFERENCE
ACKNOWLEDGEMENTS
APPENDIX
本文编号：3764963
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