The Marketing Strategies of Live Streaming E-commerce Based on the SICAS Model: A Case Study of Y Distillery

This study takes China's Y Distillery as a case, integrates the SICAS model and 4I theory, and uses in-depth interviews to explore its live streaming e-commerce marketing strategies. The research finds that the enterprise faces issues such as passive brand exposure, homogeneous content, single interaction forms, purchase reliance on price promotions, and low sharing willingness. Based on the identified problems, an optimization strategy is proposed: at the perception level, build a short video matrix to enhance proactive reach; at the interest level, use storytelling content to establish emotional resonance; at the connection level, deepen two-way interaction through brewer Q&A sessions; at the action level, develop cultural co-branded gift boxes to drive value-based purchasing; at the sharing level, design a rebate mechanism to activate word-of-mouth viral spread. This study provides theoretical references and practical pathways for optimizing live streaming marketing strategies of traditional old enterprises. Keywords: SICAS model; 4I theory; live streaming e-commerce; marketing strategy optimization. Title: The Marketing Strategies of Live Streaming E-commerce Based on the SICAS Model: A Case Study of Y Distillery Author: Dr. Lifen Tsai, Qiong Feng International Journal of Social Science and Humanities Research ISSN 2348-3156 (Print), ISSN 2348-3164 (online) Vol. 14, Issue 2, April 2026 - June 2026 Page No: 371-377 Research Publish Journals Website: www.researchpublish.com Published Date: 05-June-2026 DOI: https://doi.org/10.5281/zenodo.20555460 Paper Download Link (Source) https://www.researchpublish.com/papers/the-marketing-strategies-of-live-streaming-e-commerce-based-on-the-sicas-model-a-case-study-of-y-distillery