基于SIPS的老字号品牌电商直播策略研究

A SIPS-Based Study on the E-Commerce Live Streaming Strategies of Time-Honored Brands

摘要: 随着数字经济与直播电商的高速发展，老字号品牌借助电商直播逐步探索数字化转型路径，寻求品牌焕新与市场重构。然而，受限于品牌老化、内容表达同质化与用户沟通断层等现实挑战，老字号在直播中面临诸多困境。本文基于社交媒体消费路径的SIPS模型，系统剖析老字号品牌电商直播的策略路径，提出以讲好特色故事，确认资产优势，体验参与促进转化，基于老字号文化基因的差异化传播，旨在为老字号品牌实现线上价值重塑和数字传播转型提供实践参考。

Abstract: With the rapid development of the digital economy and livestreaming e-commerce, time-honored brands are increasingly exploring digital transformation paths through e-commerce livestreaming, seeking brand renewal and market reshaping. However, constrained by challenges such as brand aging, homogenized content, and disconnected user engagement, these time-honored brands face numerous difficulties in livestreaming. Based on the SIPS model of social media consumption pathways, this article systematically analyzes the strategic approaches of time-honored brands in e-commerce livestreaming. It proposes optimized strategies that leverage emotional resonance to stimulate cognition, identify and construct unique value, promote conversion through experiential engagement, and precisely target audiences to facilitate sharing. This approach aims to provide practical insights for time-honored brands in their online value reshaping and digital communication transformation.