Research On Optimization Of Social Media Marketing Strategy Of Z Wine Based On SICAS Model

Under the wave of digital sweep,the era of the Internet of everything has arrived.Social media,as a new technology arises at the historic moment,explodes social life rapidly and brings new development opportunities for brand marketing.Consumercentered social media marketing has gradually become a marketing method that cannot be ignored by many companies.Facing the changing business environment in the Web3.0 era,Z Wine Company must speed up the layout and explore a new online digital marketing model based on the traditional offline marketing model.However,compared with the rapid progress made by other industries in social media marketing,Z Wine Company is still in the stage of development and exploration.It needs to create a new product experience with the help of digital media,make full use of social media to enable consumers to truly touch the brand value,and promote the brand influence and value display on social media platforms.First of all,based on the academic research of domestic and foreign scholars on social media marketing and wine marketing strategy,this paper comprehensively applies social media marketing theory and studies the social media marketing strategy of Z wine based on SICAS model.Secondly,through questionnaire survey,taking target consumer groups in social media as the center,from five dimensions of perception,interest,communication,purchase and sharing,using Likert scale method to design the questionnaire,and using statistical analysis method to analyze the data.Then,through analyzing the current operating status of the relevant data on the social media platform of Z Wine Company,On this basis,problems existing in Z Wine Company’s current social media marketing strategy are analyzed,including five aspects: weak consumer perception of the brand,monotonous social media delivery content,poor two-way communication between the brand and the audience,low conversion rate of social media platform sales and consumers’ insufficient product sharing experience.Then,based on the results of the questionnaire,this paper analyzes the causes of the problems from five aspects: strengthening consumers’ perception of the brand,stimulating consumers’ interest in digital interaction,strengthening the communication connection between brands and consumers,improving consumers’ purchasing conversion power through digital channels and maintaining consumers’ digital sharing experience.To put forward specific and feasible suggestions on the optimization of social media marketing strategy of Z Wine Company,and formulate follow-up implementation plan and implementation guarantee according to the specific optimization plan.This study is helpful for Z Wine Company to better grasp and cope with market changes and challenges,provide consumers with more services in line with their needs,and achieve better development of the enterprise.As a leading wine brand in China,Z Wine Company has problems in social media marketing that other brands need to solve.Therefore,this study can provide references for social media marketing of similar domestic wine enterprises.