基于SICAS模型的非遗传承人品牌电商转化路径研究

Research on the Transformation Path of Intangible Cultural Heritage Inheritors’ Brand E-Commerce Based on SICAS Model

摘要: 本文以抖音平台“杨先生糕点”、“梁氏父子铁锅”等非遗传承人品牌为研究对象，基于SICAS模型，探究其电商转化路径。研究发现，非遗传承人品牌通过构建“可见性”网络实现用户感知，以情感化互动与沉浸体验激发兴趣，依托专业沟通深化链接，借产品优化与直播设计推动购买行动，最终通过用户分享形成口碑传播。这一“感知–兴趣互动–联系沟通–行动–分享”的全链条运营逻辑，为非遗传承人品牌的市场化运营与活态传承提供了借鉴。

Abstract: Based on the SICAS model, this paper explores the e-commerce transformation path of intangible cultural heritage inheritors’ brands such as “Mr. Yang cake” and “Liang’s father and son iron pot” on the TikTok platform. The study found that the intangible cultural heritage inheritor brand realized user perception by building a “visibility” network, stimulated interest by emotional interaction and immersion experience, deepened links by relying on professional communication, promoted purchase action by product optimization and live broadcast design, and finally formed word-of-mouth communication through user sharing. This whole chain operation logic of “perception-interest interaction-contact communication-action-sharing” provides a reference for the market-oriented operation and live inheritance of intangible cultural heritage inheritors’ brands.