Based on SICAS Model: Research on New Media Marketing Strategy of Cotti Coffee: A Case Study of College Student Market

Meixuan Du

doi:10.54097/ma4v0n85

Authors

Meixuan Du

DOI:

https://doi.org/10.54097/ma4v0n85

Keywords:

New media marketing; Consumer behavior; SICAS model; Cotti Coffee.

Abstract

With the development of people’s living standards and changes in habits, people’s demand for coffee continues to expand. And more and more coffee brands enter the market. In such a fierce market competition, Cotti Coffee quickly entered the market with its price advantage, and adopted some new media marketing strategies to expand its market share. Although its new media marketing strategy has achieved initial results, there are still some shortcomings. So this paper studies the current situation of new media marketing based on the SICAS model and puts forward corresponding optimization suggestions. Fristly, paper analyzes the background of the coffee consuming industry, and then analyzes the theory of SICAS model. Secondly, based on the SICAS model, a consumer questionaire was designed to investigate the new media marketing effect. Finally, according to the survey result, the SICAS model was built and targeted measures were proposed to solve the problems in the new media marketing process of Cotti Coffee. The purpose of paper is to provide improvement measures in new media marketing for Cotti Coffee, and further enrich the content of new media marketing.

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