摘要
摘要
随着移动互联网技术的高速发展，新型网络营销模式随之兴起。国内茶叶传
统销售模式面临竞争激烈、成本增长等困境，而网络直播营销能够让消费者更加
立体直观地了解茶产品，在虚拟购物中进行互动式体验，从而将消费者的注意力
转化为购买力。
论文以市场营销学为基础，从消费者行为的视角，对传统茶企业进行直播营
销策略的研究。以 Y 茶企作为研究案例，运用 SWOT 分析工具，采用观察法，
对 Y茶企直播营销现状进行分析，提出当前 Y茶企直播营销中存在的问题，运
用 SICAS 模型，结合市场营销理论，从品牌与用户互相感知阶段、产生兴趣与
互动阶段、建立连接与沟通阶段、行动购买阶段和体验分享阶段等五个方面入手
对 Y茶企直播营销策略进行优化和改进。
针对当前 Y 茶企直播营销中存在的网络宣传效果一般、直播内容创意和质
量不足、主播及运营团队能力不足、渠道统筹与转化不畅、用户分享不足等问题，
本文提出，要优化直播平台的选择、加强事件营销、建立多方用户触点、加强主
播形象塑造和直播团队的专业培训、丰富直播场景设计、导入茶文化、明确直播
产品定位、加强互动交流、创新直播模式、多管齐下提高订单转化率、优化用户
体验、统筹渠道物流配送、强化直播复盘分析、注重口碑传播，从而努力打造粉
丝经济。
此外，Y茶企要在加强企业质量管理和团队建设、整合营销渠道、提升信息
化水平等方面做好直播营销策略保障措施。对 Y 茶企的直播营销策略研究，也
为传统茶产品企业提供参考，推动茶企营销战略转型升级。
关键词：直播；直播营销；SICAS模型；茶企
I
Abstract
Abstract
New network marketing models have emerged as a result of the rapid growth of
mobile Internet technologies. The traditional sales mode of tea in China is facing
difficulties suchas fiercecompetition and costincrease. However,online live
marketing can make consumers understand tea products in a more three~dimensional
and intuitive way and carry out interactive experience in virtual shopping, so as to
convert consumers' attention into purchasing power.
From the perspective of marketing and consumer behavior theory, this paper studies
the live broadcast marketing strategy of tea product enterprises, takes Y tea enterprise
as a research example, uses SWOT analysis tool to analyze the current situation of live
broadcast marketing of Y tea enterprise, and puts forward the problems existing in the
current live broadcastmarketing of Y teaenterprise. Using SICAS modeland
marketing theory, this paper optimizes and improves the live broadcast marketing
strategy of Y tea enterprise from five aspects: sense stage, interest & interactive stage,
connect & communicate stage, action stage and share stage.
In view of the problems existing in the current live broadcast marketing of Y tea
enterprise, such as general network publicity effect, insufficient creativity and quality
of live broadcast content, insufficient ability of anchor and operation team, poor
channel planning and transformation, insufficient user sharing, this paper proposes to
optimize the selection of live broadcast platform, strengthen event marketing, establish
multi~user contacts, strengthen the image shaping of anchor and professional training
of live broadcast team, enrich live broadcast scene design, introduce tea culture, clarify
live broadcast product positioning, strengthen interactive communication, innovate live
broadcast mode, take multiple measures to improve order conversion rate, optimize
user experience, plan channel logistics distribution, strengthen live broadcast repeat
analysis, and pay attention to word~of~mouth communication, so as to strive to create
fan economy.
In addition, Y tea enterprises should focus on ensuring that the live broadcast
marketing strategy is implemented properly, including strengthening enterprise quality
III