基于SICAS模型的生鲜农产品运营问题研究——以抖音平台为例

Research on the Operation of Fresh Agricultural Products Based on the SICAS Model—Taking the TikTok Platform as an Example

在数字经济环境中,传统的销售者市场更加关注消费者的经验和需求,逐渐转变为购买者市场。生鲜农产品数字化运营催生新的电商经营模式。通过分析抖音平台生鲜农产品应用价值和运营现状,再从SICAS模型出发分析产生问题与其原因,并在分析的基础上,提出相应的解决措施与优化方案,从用户感知、激发兴趣、深度沟通环、购买、分享五个环节促进消费者购买,即提出了解个性需求精准传播、内容创作因地制宜、塑造品牌、拓宽传播渠道、完善配套服务、实现社群营销与口碑营销等策略。SICAS模式为新鲜农产品的营销和传播提供了价值。第一,通过关注用户价值,即用户的营销主体地位,促进精准传播。第二,重视平台价值,即运营社会化媒体平台,促进相互分享。当消费者与商家之间,开始建立起长期的关系时,基于用户关系的营销行为就产生了。在这种关系的纽带下,平等的沟通可以获取消费者的真实需求和动机,从而改善服务与产品质量,对消费者的购买行为产生正向的、积极的、可持续的影响。基于SICAS模型研究我国生鲜农产品电商的发展现状、问题、原因及对策,对于进一步开发生鲜电商行业的市场潜力、促进生鲜电商企业及相关企业的发展具有重要的现实和实践指导意义。In the digital economy environment, the traditional seller’s market pays more attention to consumer experience and needs, gradually transforming into a buyer’s market. The digital operation of fresh agricultural products has given rise to new e-commerce business models. By analyzing the application value and current operation of fresh agricultural products on the TikTok platform, and then starting from the SICAS model to analyze the problems and their causes, corresponding solutions and optimization plans are proposed on the basis of the analysis. These plans promote consumer purchases through five stages: user perception, arousing interest, in-depth communication, purchase, and sharing. Strategies such as understanding personalized needs for precise communication, content creation tailored to local conditions, brand building, expanding communication channels, improving supporting services, and achieving community marketing and word-of-mouth marketing are suggested. The SICAS model provides value for the marketing and communication of fresh agricultural products. Firstly, by focusing on user value, that is, the market’s central role of consumers, it promotes precise communication. Secondly, it values platform value, that is, operating social media platforms to facilitate mutual sharing. When consumers and businesses begin to establish long-term relationships, marketing behaviors based on user relationships emerge. Under the bond of this relationship, equal communication can capture the real needs and motivations of consumers, thereby improving services and product quality, and having a positive, proactive, and sustainable impact on consumer purchasing behavior. Researching the development status, problems, causes, and strategies of China’s fresh agricultural product e-commerce based on the SICAS model is of great practical and practical guidance significance for further developing the market potential of the fresh e-commerce industry and promoting the development of fresh e-commerce enterprises and related enterprises.