Improvement Of HUAXIZI Live Broadcast Marketing Strategy Based On SICAS Model

With the rise of China-fashion culture and the growing cultural confidence of the people,consumers are constantly increasing their attention and interest in national makeup brands.At present,Florasis a national cosmetics brand,is more and more favored by young people.With the help of live broadcast marketing and the new marketing model of Internet platform development,Florasis has firmly seized the great opportunity for the transformation and development of domestic cosmetics brands.As a new marketing model in the Internet era,live broadcast marketing is different from traditional marketing.Live broadcast marketing can get more real-time information feedback and interaction,thus shortening the time of the whole marketing process and realizing the efficient and smooth purchase process.Therefore,it is particularly important for enterprises to further improve the application of live broadcast marketing model.As a typical domestic enterprise using the live broadcast marketing mode,Florasis can study and discuss its marketing mode,which can find the problems existing in the current live broadcast marketing mode,and provide valuable reference and suggestions for the enterprise itself and the national makeup industry.The first chapter is the introduction part,mainly based on the research background,application methods and research content.In the second chapter,the relevant theoretical literature and materials of live broadcast marketing are sorted out,and the important role of SICAS theory in the live broadcast marketing mode is deeply studied.The third and fourth chapter through the flower west son enterprise introduction and facing industry competition,the market environment,marketing management,etc,combined with SICAS theory through research questionnaire data analysis,understand consumer feedback for live marketing model,to find the flower west son existing problems under the live marketing model.The last part is based on the research questionnaire,By combining the specific problems existing in the live broadcast marketing process with the five aspects of SICAS theory,This paper deeply explores how the Florasis should combine the SICAS theory to further improve the applied live broadcast marketing model,At the same time,this paper also puts forward suggestions and methods for improving the live broadcast marketing mode of Florasis brand side,It is conducive to ensure the better implementation of Florasis live broadcast marketing mode under the current consumption environment,To enhance the market competitiveness of Florasis brand in the domestic goods and makeup industry,So as to further consolidate the flower West sub-brand in the domestic cosmetics industry of the top position.In this way,it can not only gradually improve the image of Florasis’ s Oriental beauty makeup,but also provide a reference scheme for the live broadcast marketing mode of other new domestic cosmetics brands.