On The Marketing Communication Effect Of Pinduoduo E-Commerce Live Broadcast From The Perspective Of SICAS Theory

With the rapid development of communication technology and the decline of communication tariffs,the most popular way of dissemination to mobilize human senses so far-live webcasting has emerged.Since the outbreak of the Covid-19 in 2020,offline marketing activities have become increasingly risky,forcing companies to accelerate digital transformation.As a kind of online live broadcast,e-commerce live broadcast started in 2016.As a new marketing method with many advantages of live broadcast,it has naturally become the cusp of the times.The research object of this paper is the e-commerce live marketing of Pinduoduo.Pinduoduo was born in 2015.It is a mobile e-commerce platform that made its fortune in the sinking market.It was listed on Nasdaq in 2018.The status quo of the e-commerce live broadcast track is that Taobao,Kuaishou,and Douyin are the three giants as the head platforms,which have divided up most of the traffic.Under this,Pinduoduo is only a second-tier e-commerce live broadcast platform,and it is deeply influenced of its own brand image has actually received less attention.Users and loyal users only account for 20.9% and 3.4% of ecommerce live broadcast users.This result is obviously unsatisfactory in the highly competitive e-commerce live broadcast track,Pinduoduo e-commerce live broadcast needs to improve its brand image,expand its audience,and increase its market share.Based on the above situation,this paper studies the e-commerce live broadcast of Pinduoduo platform,which is a fortune in the sinking market,explores its existing problems,and puts forward suggestions for improvement.The main research of this paper is: first use PEST analysis method to analyze the macro environment of Pinduoduo’s e-commerce live broadcast marketing,then based on the perspective of SICAS theoretical model,establish hypotheses,comprehensively use questionnaires,in-depth interviews,regression analysis and other methods to analyze Pinduoduo’s e-commerce live broadcast marketing status is deeply analyzed and hypotheses are verified.Through the analysis of 363 valid online and offline questionnaires and in-depth interviews with 15 Pinduoduo e-commerce live broadcast users,it is concluded that under the perspective of SICAS theory,there are five problems: low market penetration,homogenization of live broadcast content,less characteristic interactive communication,insufficient product competition,and low desire for users to share;and the targeted brand positioning is put forward,perceive brand building,tell brand stories well,develop characteristic interactions,strictly control product quality,and drive user communication.Through the research on the communication effect of Pinduoduo’s ecommerce live broadcast marketing from the perspective of SICAS theory,on the one hand,it can enrich the research in related fields and supplement the SCIAS theory empirically,and on the other hand,it can also make a difference between the effect of Pinduoduo’s e-commerce live broadcast marketing.Provides practical suggestions for improvement of market share in the hope of truly generating revenue for sellers and bringing more benefits to users.