Research on the Social E-commerce Marketing Model Based on SICAS Model in China

Abstract

With the appearance of the Internet and the further escalation of consumption, a growing number of individuals paid attention to expressing their emotions by commenting, sharing, interacting and so on, for spiritual satisfaction when they were shopping rather than barely pursuing the efficiency. As a result, deeply composed with the social media technologies and the e-commerce, social e-commerce is round the corner. Based on the previously theoretical research and the SICAS consumption model, this paper analyzed the decision-making process of consumers in the era of social e-commerce in detail at first and afterward creatively put forward the ICES marketing strategy model of social e-commerce. Finally we took Red, a social e-commerce company as the subject investigated, using the proposed marketing strategy model to analyze the marketing strategies of Red. The result illustrates that this marketing model has high applications’ value and it can be used for reference for the domestic and foreign social electricity supplier enterprises.