Research On Digital Marketing Strategy Of H Company Based On SICAS Model

"Fourteen five"(2021-2025)is a key stage in the construction of a strong leather country in China.At present,China’s leather shoes industry is in a period of quality upgrade and product capacity contraction.Marketing is an important tool for leather footwear companies to upgrade quality and increase production capacity,and it is particularly important for leather footwear companies to use marketing to create "new life" for them.With the development of digital technology and changes in consumer behaviour,the traditional "enterprise"-centric approach to marketing is no longer sufficient to meet the needs of the times,and a "consumer"-centric approach to digital marketing has emerged,enabling companies to gain insight into consumer needs in a more efficient way.It enables companies to gain insight into consumer needs in a more efficient way.It is therefore an inevitable choice for leather footwear companies to solve the dilemma they face through digital marketing.Company H,as a national top 100 leather shoe company,has always been a typical one in the leather shoe industry.However,influenced by many factors,in recent years the company has experienced a decline in customer conversion rate and operating income,a decrease in market share and other problems,and the company is facing difficulties in its development.How to resolve the current dilemma has become the top priority for the management of Company H.In fact,the company has adopted digital marketing tools such as platform marketing based on digital media,social e-commerce marketing that connects online and offline,and interactive marketing based on opinion leaders.However,how effective are these digital marketing tools,what are the problems and room for improvement,and how can H crack the dilemma facing the company’s development with the help of digital marketing tools has become the focus of H’s strategy and an important issue worth studying.This paper takes Company H as the research object and uses literature research,field interviews and statistical empirical evidence to study Company H’s digital marketing strategy.Firstly,based on a description of Company H’s basic situation,resources and capabilities,current marketing situation and existing problems,a SICAS theoretical analysis model is constructed in conjunction with the literature review to initially clarify the mechanism of the influence of digital marketing tools on consumers’ purchasing decisions.Secondly,SPSS statistical empirical analysis was used to test the research model.The empirical study found that brand perception(S),interest interaction(I)and interactive communication(C)had a significant positive influence on consumer purchase decision(AS),with interactive communication having the greatest influence on consumer purchase decision and brand perception having the least influence on consumer purchase decision.Finally,combining word-of-mouth marketing and 4I marketing theories,the digital marketing strategy of Company H is formulated,and further safeguards for the implementation of the digital marketing strategy of Company H are proposed.This study combines the SICAS model and digital marketing strategy,and further refines the application path of the SICAS model in the digital marketing process of footwear enterprises,achieving the purpose of formulating a digital marketing strategy for Company H.It is innovative and practical for cracking the dilemma faced by the company’s development and improving its market competitiveness.It is innovative and relevant to crack the dilemma faced by the company’s development and improve its market competitiveness,and also provides a positive reference and reference for other footwear enterprises to explore the digital marketing path.