Research On Optimizing M Brand Social Media Marketing Strategy Based On SICAS Model

With the progress of society and the rapid development of Internet technology,people no longer just passively receive information through the traditional offline media,but increasingly use more convenient and fast social media software to actively share information,social media marketing has become an indispensable marketing method for enterprises.Nowadays,people’s material level of living is rising,the demand for jewelry is also increasing,and the silver jewelry with good quality and low price is more likely to be favored by consumers.M brand is a traditional and well-developed silver jewelry brand,in the fierce market competition,M brand also carried out social media marketing,however,its marketing methods are more traditional and less effective,how to improve and optimize the social media marketing strategy and enhance the marketing effect is the current urgent problem of M brand.This paper takes M brand as the research object,based on the research of scholars at home and abroad,integrates social media marketing theory and the SICAS model of user consumption behavior,studies and analyzes the current situation of M brand’s social media marketing by means of questionnaires,takes the SICAS model of user consumption behavior as the analysis framework,combines the current situation of M brand marketing with the model’s five dimensions of mutual perception,interest interaction,contact communication,purchase On the basis of this analysis,we propose targeted suggestions for optimizing M brand’s social media marketing strategy in order to solve the existing social media marketing problems and achieve M brand’s social media marketing goals.This paper concludes from the research: social media marketing is the development trend,brands and enterprises need to pay attention to user consumption behavior,timely social media marketing,and constantly adjust marketing strategies;enterprises and brands should make full use of the participatory and two-way characteristics of social media marketing to stimulate consumer interest,maintain interactive communication with consumers,and improve marketing effects;enterprises and brands should actively use High-tech marketing,social media marketing and big data,cloud computing and other new technologies are closely integrated to continuously meet consumer needs and improve marketing effectiveness.