基于SICAS模型的蜜雪冰城社交媒体营销策略研究

Research on Social Media Marketing Strategy of MIXUE Ice Cream&Tea Based on SICAS Model

摘要: 在当今互联网技术越来越发达的阶段，越来越多的企业在营销策略中纳入了社交媒体营销这一形式，但大部分企业未能获得预期的营销效果。本文针对蜜雪冰城当下社交媒体营销情况，基于SICAS模型设计题项并发放问卷收集相关数据，首先借助预调研的形式判断问卷题项设计的合理性，其次正式调研借助SPSS软件通过信效度分析、回归分析等发现蜜雪冰城在社交媒体营销策略方面存在着消费者感知度不足、兴趣欠缺、沟通效果不佳、购买欲望弱、分享积极性不佳等现象，并针对性地提出相关的改进建议，以期能助力蜜雪冰城实现更加高效的营销效果，也希望能够为新式茶饮行业的社交媒体营销策略改进方面提供借鉴，并进一步完善SICAS模型的相关研究。

Abstract: At this stage of increasingly developed Internet technology, more and more enterprises have incorporated social media marketing into their marketing strategies, but most of them have failed to achieve the expected marketing results. This article focuses on the current social media marketing situation of MIXUE Ice Cream&Tea. Based on the SICAS model, questions are designed and questionnaires are distributed to collect relevant data. Firstly, a pre survey is conducted to determine the rationality of the questionnaire question design. Secondly, a formal survey is conducted using SPSS software through reliability and validity analysis, regression analysis, etc. It is found that MIXUE Ice Cream&Tea has insufficient consumer perception, lack of interest, poor communication effectiveness, weak purchasing desire, and poor sharing enthusiasm in social media marketing strategies. Targeted improvement suggestions are proposed to help MIXUE Ice Cream&Tea achieve more efficient marketing results. It is also hoped that this can provide reference for the improvement of social media marketing strategies in the new tea beverage industry and further improve the related research of the SICAS model.