Proceedings of the 2024 4th International Conference on Business Administration and Data Science (BADS 2024)

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A Case Study of Marketing Strategies for Live E-commerce Streaming Scenarios Based on SICAS Model

Authors
Bin Li1, *, Shujun Li1, Jie Zhang1, Yuefeng Deng2
1School of Economics and Management, Wuhan Railway Vocational College of Technology, Wuhan, 430205, China
2School of Huahu Airport-Oriented Economy, Changjiang Polytechnic College, Wuhan, 430074, China
*Corresponding author.
Corresponding Author
Bin Li
Available Online 26 December 2024.
DOI
10.2991/978-94-6463-632-1_21How to use a DOI?
Keywords
Live E-commerce; SICAS Model; Marketing Strategies; Scenario Marketing
Abstract

With the rapid development of internet technology and the popularity of smartphones, live streaming e-commerce, as an emerging marketing method, has rapidly risen globally in recent years. Live e-commerce provides consumers with a new way of shopping through real-time interaction, product display, and shopping experience, while also bringing huge commercial value to enterprises. With the rise of live streaming e-commerce, marketing strategies are facing new challenges and opportunities. In order to better respond to this trend, this study takes women's clothing brand FE as an example to explore live e-commerce marketing strategies based on the SICAS model. Data were collected through questionnaires, and SPSS 22.0 and AMOS 25.0 were used to analyze the data of sample. At the same time, live streaming e-commerce marketing strategies applicable to similar brands have been summarized. The research results indicate that price discounts and coupons, interaction, product discount effects, demand level, and service quality are all positively correlated with purchase intention. Research has shown that brands can use scenario marketing strategies to better attract and retain consumers and improve sales performance, mainly including content innovation, interactive enhancement, precise promotion, and anchor cultivation.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 4th International Conference on Business Administration and Data Science (BADS 2024)
Series
Advances in Computer Science Research
Publication Date
26 December 2024
ISBN
978-94-6463-632-1
ISSN
2352-538X
DOI
10.2991/978-94-6463-632-1_21How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Bin Li
AU  - Shujun Li
AU  - Jie Zhang
AU  - Yuefeng Deng
PY  - 2024
DA  - 2024/12/26
TI  - A Case Study of Marketing Strategies for Live E-commerce Streaming Scenarios Based on SICAS Model
BT  - Proceedings of the 2024 4th International Conference on Business Administration and Data Science (BADS 2024)
PB  - Atlantis Press
SP  - 211
EP  - 220
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-632-1_21
DO  - 10.2991/978-94-6463-632-1_21
ID  - Li2024
ER  -