SOR理论反思下的生活方式电商营销策略分析

Analysis of Lifestyle E-Commerce Marketing Strategies from the Perspective of SOR Theory

摘要: 生活方式电商作为当前电商行业的新模式，既具有发展前景也面临着诸多挑战。本文基于情感传播的重要性对情境在营销中的前置必要性做出反思，并根据SOR理论中的刺激–中介–反应链条，构建了一个情境–情感–反应的完整闭环链条，为生活方式电商营销提供策略支持。通过对喜茶的案例分析，研究表明了视觉情境、叙事情境、互动情境与社交情境的共同搭建有助于沉浸式地实现情感唤醒，用户在地方性回归、集体记忆与价值共创等方式中进一步实现“触境生情”并引发用户自主传播，实现品牌情感的诞生。喜茶与生活方式电商存在相通之处，尽管喜茶的营销也面临过许多挑战，但其在情境搭建与情感共鸣中的实践案例为目前的生活方式电商营销提供了可借鉴路径。

Abstract: Lifestyle e-commerce, as a new model in the current e-commerce industry, has both development prospects and faces various challenges. This paper reflects on the necessity of situational context in marketing based on the importance of emotional communication, and constructs a complete scenario-emotion-response closed-loop chain according to the stimulus-organism-response (SOR) theory, providing strategic support for lifestyle e-commerce marketing. Through a case study of HEYTEA, the research shows that the joint construction of visual, narrative, interactive, and social scenarios helps to immersively achieve emotional arousal. Users further experience “emotions triggered by situations” through aspects such as local cultural return, collective memory, and value co-creation, which encourages autonomous sharing and leads to the emergence of brand sentiment. HEYTEA shares commonalities with lifestyle e-commerce. Although HEYTEA’s marketing has also faced many challenges, its practical case in scenario construction and emotional resonance provides a reference path for current lifestyle e-commerce marketing.