| The development and application of Internet technology not only profoundly affects the behavior habits of modern consumers,but also reduces the competitiveness of traditional marketing models in hair products and other industries,forcing enterprises to innovate marketing channels.D Hair Products Company,the object of this paper,was founded in1999.It is a multinational enterprise with the largest wig R&D,manufacturing and sales in China.This company is typical and representative in the whole hair products industry.The research on online marketing channels of this enterprise can provide important reference for the innovation and development of marketing channels in the whole hair products industry.Since the outbreak of COVID-19,the company’s offline sales performance has shown a precipitous decline.The innovative advantages of new media marketing channels have indeed helped the company to alleviate sales problems,but the subsequent development has not met expectations.In order to deeply understand the market reaction of consumers to the online marketing channels of D Hair Products Company,the author introduced SICAS user consumption behavior model,disintegrated consumers’ behavior of understanding and watching the online marketing of D Hair Products Company into five aspects,including consumer perception,attraction,communication,purchase and sharing,and conducted a questionnaire survey among 308 respondents.Through data analysis and quantitative processing of the results,it is found that D Hair Products company has different problems in the five dimensions of consumer perception and impression,interest interaction,communication reach,purchase and sharing,which restricts the innovation effect of online marketing channels.Then the author put forward an optimization scheme to solve the problem,hoping to provide help for the healthy development of the company,and at the same time,it also hopes to provide reference for other scholars to study the hair products industry. |
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