基于SICAS模型的L公司淘寶直播營銷策略研究
發(fā)布時間：2023-03-19 08:57
近年來,隨著移動互聯(lián)網(wǎng)的不斷發(fā)展,電商直播逐漸興起。直播營銷作為一種新興的營銷方式,各行各業(yè)都在積極拓展線上直播帶貨。其實時性和交互性的優(yōu)勢顛覆了傳統(tǒng)的電子商務形態(tài),滿足了人們在消費、交流、情感等方面的網(wǎng)絡直播購物需求,重塑了人們的消費追求和購物觀念,也為電商平臺的商家和主播帶來了諸多好處。在當前形勢下,如何增加客流量和轉化率是進行電商直播時需要考慮的重要問題。本文研究對象L公司成立于2011年,從事移動設備周邊產品、智能硬件產品等消費電子產品的自主研發(fā)、設計和銷售,是全球消費電子行業(yè)的知名品牌。據(jù)2021年9月-2022年2月的數(shù)據(jù)顯示,L公司天貓旗艦店的粉絲數(shù)高達84萬,但其淘寶直播平臺的月均觀看人數(shù)僅僅為5855人,直播的營銷效果并不理想�；谝陨锨闆r,本文以L公司淘寶直播為例,首先利用PEST和SWOT態(tài)勢分析對其營銷狀況進行深入分析,然后根據(jù)SICAS模型和4Is營銷理論,運用問卷調查法,從相互感知、產生興趣和形成互動、建立連接和互動溝通、促成行動階段、擴散分享這五個維度,結合直播數(shù)據(jù)對L公司的直播營銷問題進行深入分析和研究。最后以提升客戶的感知、激發(fā)客戶的興趣、加強建立連接...
【文章頁數(shù)】：97 頁
【學位級別】：碩士
【文章目錄】：
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
本文編號：3764963
【文章頁數(shù)】：97 頁
【學位級別】：碩士
【文章目錄】：
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
本文編號：3764963
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