Research On The Marketing Strategy Of L Company’s Live Broadcast With Goods Based On SICAS Model

In recent times,jewelry enterprises have been primarily reliant on traditional e-commerce platforms and offline stores for sales.However,with the emergence of live broadcasting,many have sought out new prospects.With the change of people’s life concept and the upgrade of people’s needs,the consumer group of jewelry and jewelry has gradually expanded.Determining the target consumer group,mastering the consumer psychology and how to provide effective marketing in the process of consumption are the problems that every jewelry and jewelry enterprise needs to face.This paper takes live streaming marketing as the theme,first uses the literature analysis method to sort out and analyze the relevant theory and research status,in order to comb and summarize the theoretical basis for the relevant research in this article.Then,through interviews with L company’s staff,on-the-spot visits to the company and analysis of the company’s operating data,we understand the status of live delivery of L company,and use related theory to analyze L company’s macro-environment and competitive environment,then design and conduct a questionnaire based on SICAS model and interviews with company employees,and use quantitative analysis to the survey results.To study the consumer’s consumption psychology and the consumer’s purchasing process in L company’s live streaming marketing.Then,it puts forward the corresponding marketing strategy suggestions based on the five dimensions of SICAS model.Through research,it is found that consumers of L Company mostly purchase jewelry based on the psychology of wearing decorations and giving away to others.At the same time,there are many problems in the perception,interest and communication links in the purchase process.The perception link has such problems as low reach rate of publicity,insufficient attraction of publicity content,and excessive dependence on the Tiktok platform for effective publicity;There are problems with the establishment of people,goods,and markets in the interest segment that cannot attract consumers’ interest in a short time,and poor indicators of powder conversion rate;The interaction rate between live broadcasts in the communication link is relatively low.When positioning and analyzing the population of Company L,it was found that there are certain differences between the current consumer group of Company L and the consumer group of the jewelry category on its live streaming platform in terms of gender ratio,age distribution,and consumption price range distribution.