Dissertation Submitted to
Hebei GEO University
for
The Master Degree of MBA
Research on optimization of JLB dairy direct broadcast
marketing strategy
by
Zhao Huan
Supervisor: Prof. Liu Cuie
December 2021

摘
要
随着网络科技的不断发展，互联网在人们生活中承担的角色变得越发重要,甚至在
一定程度上改变了人们获取信息、获取日常生活资料、获取收入的方式。特别是近些
年来智能设备的普及，一些便民化的直播软件和视频软件已经成为了人们日常生活的
一部分，刷短视频看直播更是成为了很多人的习惯，同时互联网经营的现状又带动了
网络直销经济的出现，电商直播营销已经成为了各大企业产品市场占有率的主要方式
之一。传统经营模式所占市场比重逐步下降的，探讨如何提高营销经济水平，对促进
企业的发展、提高企业的内在竞争力，避免被社会淘汰有重要的意义。
本文将以 JLB乳业为研究对象，首先，通过文献查阅、调查问卷，资料收集，直
接采访和多方面数据查询等方式，对该企业近些年来的经营情况，产品市场占有率以
及通过直播营销所获得的市场回馈等信息进行收集，发现该企业的直播营销效果并不
良好，为了研究优化直播营销中所存在的问题。其次，对 JLB乳业集团所面临的内部
环境、外部环境（PEST理论模型、波特五力模型）进行分析。再次，后分析了企业
的内部优势与劣势、外部的机遇与威胁，利用 SWOT分析法，选择了合理的发展战略。
第四，结合 SICAS模型对于问卷数据进行分析，发现存在品牌效应不明显，客户认可
程度不高；直播内容同质化，客户参与兴趣不高；交互单一，缺乏良好体验；主播专
业性差，未形成消费；客户缺乏分享推广欲望等五个问题。第五，根据 SICAS模型构
建 JLB乳业直播营销体系，对影响到 JLB乳业经营现状的 5个因素进行优化。最后分
别从提高感知的精准度、激发用户兴趣、促进沟通交流、促进购买行为形成、加大反
馈分享 5个方面细化了提高 JLB企业直播经营效益的实施方法。与此同时，分析了策
略执行中的保障措施。最后，本次研究希望能够为 JLB的直播营销发展提供参考，也
能够为其他乳业公司提供研究案例。
关键字：乳业市场；直播营销；SICAS模型；经营分析
2

ABSTRACT
With the continuous development of network technology, the role of the Internet in
people's life has become more and more important, and even changed the way people
obtain information, daily life materials and income to a certain extent. Especially with the
popularity of intelligent devices in recent years, some convenient live broadcasting
software and video software have become a part of people's daily life. Brushing short
videos to watch live broadcasting has become a habit of many people. At the same time, the
current situation of Internet operation has led to the emergence of network direct selling
economy, E-commerce live marketing has become one of the main ways for major
enterprises to occupy the market share of their products. As the proportion of traditional
business model in the market is gradually decreasing, it is of great significance to explore
how to improve the level of marketing economy to promote the development of enterprises,
improve the internal competitiveness of enterprises and avoid being eliminated by the
society.
This paper will take JLB dairy as the research object. Firstly, through literature review,
questionnaire, data collection, direct interview and various data query, this paper collects
the business situation, product market share and market feedback obtained through live
marketing of the enterprise in recent years. It is found that the live marketing effect of the
enterprise is not good, In order to study and optimize the problems existing in live
broadcast marketing. Secondly, it analyzes the internal environment and external
environment (pest theoretical model and Porter five forces model) faced by JLB dairy
group. Thirdly, it analyzes the internal advantages and disadvantages, external opportunities
and threats of the enterprise, and selects a reasonable development strategy by using SWOT
analysis method. Fourthly, by analyzing the questionnaire data combined with SICAS
model, it is found that the brand effect is not obvious and the degree of customer
recognition is not high; The live broadcast content is homogeneous, and the customer's
interest in participation is not high; Single interaction and lack of good experience; Poor
professionalism of anchor, no consumption; Customers lack the desire to share and promote.
Fifthly, the live broadcast marketing system of JLB dairy industry is constructed according
to the SICAS model, and the five factors affecting the operation status of JLB dairy
industry are optimized. Finally, the implementation methods to improve the operating
efficiency of JLB enterprise live broadcasting are refined from five aspects: improving the
accuracy of perception, stimulating user interest, promoting communication, promoting the
4
。。。以下略