摘
要
摘要
数字化营销作为企业未来发展的核心竞争力越来越被众多企业所重视。本文
的研究对象是 BR小家电公司，公司目前产品销售以自主品牌、贴牌及代工为主。
公司是典型的传统企业，主要业务来源于国内各个区域的经销商经销。因疫情影
响导致 BR小家电区域经销商大多处于时开时关状态。在这么困难的情况下，BR
小家电公司决定探索数字化营销，尽可能减少库存积压和现金流不足所带来的冲
击，由于 BR小家电公司对于营销的方式和理念偏向于传统网络营销，导致一年多
来在互联网平台的付出并没有得到回报，反而导致营销出现种种问题。
基于上述背景，同时借鉴国内外学者研究成果，通过了解 BR小家电公司的基
本情况，探究网络营销营收情况以及所处区域家电行业的特质和优势。笔者发现
BR小家电公司通过线上平台的营销方式与消费者呈现出非线性、双向互动的特
质，这与消费者行为 SICAS模型有着共通点。因此本文应用消费者行为 SICAS模
型的核心维度体系，定义设置相应的量表问题，根据量表问题发放问卷，调研后
首先，通过基本的信息分析出潜在消费者群体基本情况、购买频率、价格的敏感
度，然后通过使用量表数据，基于信度分析得出问卷结果真实可靠，基于效度分
析得出题目设计合理。其次，结合 SICAS的问卷调查，针对消费者关于小家电产
品的感知、兴趣、交互、购买、分享五个维度的问卷进行成因分析及归纳总结。
为进一步验证问卷调查所凸显的问题，通过上述问卷结合消费者行为模型，从而
设置与消费者行为相对契合的深度访谈问题，通过对公司重要决策者和实际从业
者开展访谈，了解公司的营销思路，进一步对消费者的行为和公司的决策行为有
更清晰的理解，最终从公司自身的情况归纳总结。最后，以消费者为核心的角度，
提出 BR小家电公司应该进一步有针对性的完善和论证数字化营销存在的问题和
解决对策。
根据研究结论，企业只有充分了解自身的处境，才能看到市场的需求。本文
从三大方面提出了数字化营销应对策略，通过建立数字化体系策略、SICAS消费
者模型的数字化营销策略、数字化保障措施。BR小家电公司的营销策略有参考意
义，为小家电行业中小企业优化营销策略提供一定借鉴意义。
关键词：SICAS消费行为模型；数字化营销；内容营销；小家电
I
Abstract
Abstract
Digital marketingas the corecompetitiveness ofthe future developmentof
enterprises is increasingly important to many companies. The subject of this paper is BR
Home Appliances Company, which sells products under its own brand, labeling and
OEM. The company is a typical traditional enterprise, the main business comes from the
distribution of distributors in various regions of the country, due to the impact of the
epidemic, BR Home Appliances Company regional merchants are mostly in intermittent
operation. In such a difficult situation, BR Home Appliances Company decided to
explore digital marketing to minimize the impact of inventory accumulation and lack of
cash flow.However, thecompany’s marketingapproach andphilosophy favored
traditional Internet marketing, resulting in its efforts in the Internet platform for more
than a year did not pay off, but led to various marketing problems.
Based on the above background and the research results of domestic and foreign
scholars, this paper briefly introduced the basic information of BR Home Appliances
Company, the revenue of online marketing, and the characteristics and advantages of the
regional home applianceindustry in which itis located. I foundthat BR Home
Appliance Company’s marketing method through online platform shows a non-linear,
two-way interaction with consumers, which has a common point with the SICAS model
of consumer behavior. In this paper, we applied the core dimension system definition of
consumer behavior SICAS model to set the corresponding scale questions, and issued
questionnaires according to the scale questions. After the research, we first analyzed the
basic situation of potential consumer groups, purchase frequency, and price sensitivity
throughbasic information.Then,we usedthescale datatoconclude thatthe
questionnaire results of the reliability analysis were true and reliable, and the validity
analysis concluded that the questions were reasonably designed. Secondly, we analyzed
the five dimensions of consumers’ perception, interest, interaction, purchase and sharing
of home appliances with the questionnaire of SICAS to analyze and summarize the
causes. In order to gain a deeper understanding of the company’s management and
marketing issues, we set up in-depth interview questions that are relatively compatible
with consumer behavior. Through interviews with key decisionmakers and actual
practitioners, we understoodthe company’s marketing thinkingand had a clearer
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