From Template Replication to Meaning Production: A Study on the Breakthrough Path for Content Innovation in Live-Streaming E-Commerce

中国直播电商行业在经历爆发式增长后，内容同质化问题日益严峻，正处于从“流量狂欢”迈向“价值深耕”的关键转型期，亟需摆脱“流量至上”的固有模式，构建“意义共生”的新生态。本文基于戈夫曼拟剧理论与皮尔斯符号三元伦，提出内容创新的破局路径，以及存在的异化风险和优化路径。旨在为直播电商行业突破转型困境、探索可持续发展路径提供理论参考与实践思路。After experiencing explosive growth, the problem of content homogenization in China’s live-streaming e-commerce industry has become increasingly severe. It is currently in a critical transformation period from “traffic carnival” to “value deepening”, and urgently needs to break away from the traditional model of “traffic first” and build a new ecosystem of “meaning coexistence”. Based on Goffman’s dramaturgical theory and Peircean semiotics, this paper proposes the breakthrough path for content innovation, as well as the existing alienation risks and optimization paths. It aims to provide theoretical references and practical ideas for the live-streaming e-commerce industry to break through the transformation predicament and explore a sustainable development path.