Research On Social Media Marketing Strategy Of S Brand Fragrance Based On SICAS Model

Media,with the rapid development of the Internet and emerging technologies,has become more socialized and impacted our lives in an overwhelming way,bringing us into the new era of social media.It has changed the commercial models and consumer behaviors in many aspects: consumers can make transactions whenever and wherever;they can share information online,post purchasing experiences and reviews,ask for opinions from others,and communicate with friends,family,and colleagues before making a decision.At the same time,it has urged enterprises to utilize social media to promote products and build brand images.As the communication technologies,means,and user behaviors change in the era of social media,it has become a major topic for enterprises to explore how to effectively use various communication platforms and respond to the impact of various network platforms timely.SICAS model studies consumer behavior patterns in the era of mobile Internet.It is a comprehensive and prominent summary of the new consumption patterns.Compared with previous marketing theories,it can better adapt to the needs of times and is a suitable theoretical model of social-media-based marketing.This paper takes the SICAS model as the research framework,and applies social-media-based marketing theories,to investigate and analyze the consumer behaviors of an S-brand fragrance.The research methods consist of literature analysis,case analysis,questionnaires,observation,and other research methods.It analyzes the consumers’ behaviors in the five links of mutual perception,interest,connection and communication,purchase behavior,and experience sharing of fragrance products through questionnaires.This paper discusses the layout and social-media marketing of the S brand fragrance company.Through product innovation,the company develops products suitable for consumers in various scenarios and promotes on multiple social platforms to increase mutual awareness among consumers.The content marketing includes choosing opinion leaders that are brand-favorable and posting short videos to enhance consumers’ interaction,cultivating opinion leaders,offline marketing experience,exhibition,online live stream,and establishing online shop to promote convenience for consumers.The SICAS model helps explore low-risk and efficient social media marketing strategies step by step.To sum up,it is of great significance for this paper to conduct relevant research on the social media marketing strategy of S brand fragrance based on the SICAS model.The research outcome will enrich the marketing theories of the fragrance industry to some extent,and provide a supplementary reference for the formulation of the marketing strategy of fragrance brands.