Research On M Company’s Live Broadcast Marketing Strategy Based On SIPS Model

With the development of mobile Internet technology and the application of 5G technology,the live broadcasting industry has gradually developed and matured.Live broadcasting marketing has become a new business form of the e-commerce industry and is increasingly accepted by people.Users can also feel the presence of shopping on the mobile terminal.With the outbreak of COVID-19 in 2020 and the subsequent containment and management of the epidemic,all walks of life,especially traditional offline industries,have been affected.With the encouragement of the national and platform policies,more and more industries have been engaged in e-commerce live broadcasting on live broadcasting platforms,seeking a new development path.As a traditional furniture enterprise,M company has encountered a bottleneck in its long development,facing the dilemma of decreasing customer flow of physical stores and high operating and rental costs.Meanwhile,it has also been hit hard by the epidemic in recent years.Therefore,it actively layouts online e-commerce live broadcasting,seeking for breakthrough and transformation.However,due to the late layout of live broadcast in M company,there are many problems in live broadcast marketing,resulting in the unsatisfactory effect of live broadcast marketing.Existing researches on live broadcast marketing strategies mainly focus on the apparel industry,book publishing industry,agriculture and rural areas,while there are few researches on live broadcast marketing strategies of furniture industry.This paper takes M Company as the research object to explore the livestreaming marketing strategy suitable for the traditional furniture industry.Firstly,the marketing status of M company is analyzed through its live marketing data.Then,the live marketing personnel of M company were interviewed,and combined with literature review,questionnaires were set up based on the SIPS model to investigate the users’ evaluation of live marketing of M company in the links of live resonance,confirmation,participation and sharing,as well as quantitative analysis of the questionnaire result data.This study found that the problems in M company’s live marketing mainly lie in the resonance stage and the sharing stage,and the participation stage is the secondary stage.The main problems of M company’s live marketing include: the image temperament of anchors does not highlight the tonality of brand style,the attractiveness of live broadcasting scene is not enough,the interest of live broadcasting content needs to be improved,the interaction willingness of users is low,and the reasonable and effective sharing mechanism is not set up.Finally,according to the analysis results of the questionnaire,on the basis of SIPS model,combined with 4I marketing theory and precision marketing theory,the live broadcast marketing strategy suggestions are put forward: anchor optimization based on personality principle;Optimize the layout of live broadcast scene and create highlights of live broadcast picture;Livestreaming content optimization based on interest principle;User interaction optimization based on interaction principle and so on.This study combines SIPS model,influencing factors of live broadcast effect and marketing theory to complete the formulation of live broadcast marketing strategy for M company,which has practical significance for solving the dilemma M company is facing and problems in live broadcast marketing,and improving the effect of live broadcast marketing.Meanwhile,it can also provide practical reference for similar enterprises in live broadcast marketing.