基于SICAS消费行为模型的中国咖啡店创意产品营销研究

서지정보

· 발행기관 : 동북아시아문화학회
· 수록지 정보 : 동북아 문화연구 / 1권 / 82호 / 195 ~ 211페이지
· 저자명 : 随成龍, 장경풍

초록

With the rapid development of the digital age, the integration of the creative industry and the cultural economy has been continuously deepening. Coffee shops, as important venues for socializing and leisure among young consumer groups, are increasingly leveraging the development and marketing of creative products to build differentiated brand images and unique consumer experiences. However, existing research predominantly focuses on the development of cultural and creative products in museums, libraries, and tourist attractions, with relatively limited exploration of how coffee shops can effectively market their creative products.This study employs the SICAS consumer behavior model as its theoretical foundation and integrates literature reviews and case analyses of China’s creative industry, digital marketing, and the current state of the coffee market to construct a five-stage closed-loop strategy framework for the marketing of coffee shop creative products. By highlighting cultural symbols and differentiated design in the perception stage, employing digital interactive activities and personalized recommendations in the interest and interaction stage, strengthening brand communities and personalized services in the connection and communication stage, optimizing the purchasing experience and promoting conversion in the action stage, and encouraging user-generated content (UGC) diffusion and word-of-mouth dissemination in the sharing stage, coffee shops can effectively build culturally rich brand images and stable consumer relationships, thereby enhancing the marketing of their creative products. This research not only helps coffee brands improve the market performance of their creative products but also provides insights for the marketing of creative products in other industries.

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