基于SIPS模型的出版播客传播策略

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中图分类号：G236 文献标志码：A

Abstract： The rise of podcasts has brought about a "return of audio"，leading to a significant audiooriented shift in the publishing industry. Exploring the communication strategies of publishing podcasts has become a core issue in the field of publishing and communication that urgently needs to be addressed. This study introduces the SIPS model from the field of consumer behavior，constructing a theoretical framework grounded in four stages—Sympathize， Identify，Participate， and Share & Spread. The constructed communication strategies are as folows： triggering user resonance through innovative highquality content，building quasi-social relationships，and leveraging hot topics；expediting the confirmation process by inviting opinion leaders，segmenting user profiles，and reinforcing IP identity；enhancing user engagement through multi-channel interactive platforms，user participation in content creation，and extending ofline consumption services； and leveraging word-of-mouth effects to achieve secondary dissemination through cross-platform communication， timely response to user feedback，and cultivating opinion leaders within the user base. This study not only validates the applicability and explanatory power of the SIPS model in the context of audio-based publishing communication，but also provides theoretical insights and practical pathways for optimizing the communication of publishing podcasts from the perspective of user psychology and behavior.

Key words： the SIPS model；publishing podcasts； publishing houses；communication strategies；use behavior mechanisms

相较于短视频等快媒介，出版和播客两类媒介在单位时间上承载的信息密度相对较低，可视为加速社会中主动疏离主流节奏的"慢媒介"[1]。（剩余12426字）