CBBE模型视角下潘玉良静物油画IP的电商运营路径研究

Study on the E-Commerce Operation Path of Pan Yuliang’s Still-Life Oil Painting IP from the Perspective of the CBBE Model

摘要: 在文化消费升级与电商流量红利衰减的双重语境下，经典艺术IP的商业转化成为吸引消费者、传递品牌价值的重要途径。中国早期女画家潘玉良的静物油画融合了东方意象与西方技法，具有独特的文化价值和商业潜力，但在电商应用中却处于初级阶段。本文根据凯文·凯勒的“基于顾客的品牌资产模型”(CBBE)，系统地分析了潘玉良IP在品牌识别、品牌含义、品牌响应与品牌关系四个维度的价值构成，并由此提出针对性的文创产品转化与电商运营策略。从而实现了文化传承和市场价值的双赢，为其他的类似艺术IP的商业转化提供参考。

Abstract: In the dual context of cultural consumption upgrading and the decline of e-commerce traffic dividends, the commercial transformation of classic art IPs has become an important way to attract consumers and convey brand value. The still-life oil paintings of Pan Yuliang, an early Chinese female painter, integrate Eastern imagery with Western techniques, possessing unique cultural value and commercial potential. However, their application in e-commerce is still in its infancy. Based on Kevin Keller’s Customer-Based Brand Equity Model (CBBE), this paper systematically analyzes the value composition of the Pan Yuliang IP in four dimensions: brand identity, brand meaning, brand response, and brand relationship. It also proposes targeted strategies for cultural and creative product transformation and e-commerce operations. This approach achieves a win-win situation for cultural heritage and market value, providing a reference for the commercial transformation of other similar art IPs.