Study On Marketing Strategy Optimization Of H Biotechnology Company Under SICAS Model

With the update and iteration of Internet technology,social media marketing provides new opportunities for enterprises.2020 has been affected by the epidemic,offline channels are restricted,online bonuses are released,and social media platforms such as Jitterbug and Xiaohongshu have become the main activity positions for brands’ marketing.At the same time,the enhancement of consumers’ scientific skincare awareness has made functional skincare products become a high-quality track under consumer upgrading,which not only requires the creation of product power,but also cannot be separated from diversified social media marketing methods.H Biotech was founded in 2000,and functional skincare products are the core business segment with the fastest growth rate and the highest proportion.However,compared with foreign cosmetic companies,domestic cosmetic companies are relatively lagging behind in development because of the lack of product development,and the market is mostly distributed in the middle and low end with relatively low visibility.For this reason,Company H urgently needs to identify its own problems and defects,and make good use of social media marketing tools to help the company achieve long-term development.At the same time,this thesis helps to improve the application of SICAS model in the functional skin care products market and provides a basis and reference for the marketing of related brands.This thesis firstly introduces the basic situation of Company H,and then uses PEST model and Porter’s five forces model to conduct a comprehensive analysis of the macro environment and industry environment facing Company H’s internal and external marketing;then uses the questionnaire survey method to explore the current situation and shortcomings of Company H’s social media marketing by the SICAS model;finally,based on the above analysis,we propose a practical social media marketing strategy for the future development of Company H.