Research On Live Marketing Strategy Of Publishing Organizations Based On SICAS Model

The outbreak of the new crown epidemic in 2020 had an impact on the development of offline marketing activities,and live streaming was rapidly and widely adopted by many industries in this context.Many of our publishing organizations have also followed the trend and built new marketing channels with webcasting as the core.Since the introduction of live streaming for publishing organizations in 2015,it has gone through nine years of development.In this thesis,combining the research results of previous authors,the development process of live webcasting marketing for publishing organizations is divided into three major stages: the pre-viewing stage,the mid-exploration stage and the later normal stage.Through the analysis of the current situation of live marketing of publishing organizations,it is found that it presents the characteristics of multi-dimensional interaction,which coincides with the SICAS user consumption behavior model.Therefore,this thesis takes the SICAS model(Sense perception,Interest &Interactive generate interest-interaction,Connect &Communicate establish connection-interaction communication,Action action-purchase,Share experience-share)as the research framework,supported by the theory of consumer purchase decision,and integrates the use of literature We use the literature analysis method,questionnaire survey method and statistical analysis method to sort out the development history of live marketing of publishing organizations in China;collect and understand the users’ feelings and attitude evaluation in the five links of perception,interest,communication,purchase and sharing of live marketing of publishing organizations,and also use correlation and regression analysis to explore the influence of the four links of perception,interest,communication and sharing on purchase intention;and based on quantitative data,point out Based on the quantitative data,we point out the problems of publishers’ live marketing.Finally,this thesis puts forward targeted suggestions for the optimization of publishers’ live marketing strategies in the five aspects of perception,interest,communication,purchase and sharing.This thesis uses the SICAS user consumption behavior model to analyze and study the live marketing of publishing organizations,further refining the application path of the model in the live marketing of publishing organizations,providing ideas for the enrichment of marketing theories in the publishing industry,and providing references for the diversification of the research on the live strategy of publishing organizations.