基于SICAS模型的社交电商农产品营销策略研究

Research on the Marketing Strategy of Agricultural Products in Social E-Commerce Based on the SICAS Model

摘要: 社交媒体普及催生的社交电商，凭借其去中介化、信任化、场景化特点，为破解我国农产品流通中的“小农户”与“大市场”矛盾、助力农产品上行和乡村振兴提供有效路径。本文首先梳理学界关于社交电商农产品营销在流通机制、供给主体、需求主体、营销策略四维度的研究现状，指出当前研究缺乏系统性、以社交逻辑为核心的整合框架的不足；接着介绍SICAS模型的内涵及其在社交电商农产品营销中的适用性；随后系统分析基于SICAS模型的社交电商农产品营销在各阶段面临的挑战，如感知阶段非标化与内容成本高、兴趣与互动阶段信任缺失、链接与沟通阶段品牌薄弱、行动阶段供应链短板、分享阶段正面动力不足等；最后针对性提出各阶段营销策略，包括感知阶段差异化内容营销、兴趣与互动阶段信任背书营销、链接与沟通阶段品牌情感营销、行动阶段转化型营销、分享阶段裂变激励营销。研究旨在帮助农产品商家突破市场困境，提升转化率与复购率，为农户增收和乡村振兴提供支撑。

Abstract: The popularity of social media has given rise to social commerce, which, with its characteristics of disintermediation, trustworthiness, and contextualization, provides an effective approach to resolving the contradiction between “small-scale farmers” and the “large market” in China’s agricultural product circulation, as well as facilitating the upward flow of agricultural products and rural revitalization. This study first combs through the current research status of social commerce-based agricultural product marketing in the academic circle from four dimensions: circulation mechanism, supply subject, demand subject, and marketing strategy, and points out the deficiency that existing studies lack a systematic integration framework centered on social logic. Then, the connotation of the SICAS model and its applicability in social commerce-based agricultural product marketing were introduced. Subsequently, the challenges faced in each stage of social commerce-based agricultural product marketing based on the SICAS model were systematically analyzed, such as non-standardization and high content costs in the Sense stage, lack of trust in the Interest & Interaction stage, weak brand awareness in the Connection & Communication stage, supply chain shortcomings in the Action stage, and insufficient motivation for positive sharing in the Share stage. Finally, targeted marketing strategies for each stage were put forward, including differentiated content marketing in the Sense stage, trust endorsement marketing in the Interest & Interaction stage, brand emotional marketing in the Connection & Communication stage, transformational marketing in the Action stage, and fission incentive marketing in the Share stage. This study aims to help agricultural product merchants break through market difficulties, improve conversion rates and repurchase rates, and provide support for increasing farmers’ income and rural revitalization.