面向特色产业扶贫的数字化农业游戏营销模式构建——以云南田野调查为例

Poverty Alleviation Oriented Digital Agricultural Gamification Development:Cases from Yunnan Province

[目的/意义]随着现代工业化进程和“互联网+”的有效推进,利用ICT满足国民对田园农耕生活的向往已经成为现代农业发展的一个重要方向。农业游戏化作为一种新兴农业扶贫模式,将ICT拓展到农产品的销售过程,通过游戏化的方式使用户得以参与到农耕的过程当中,体验农耕的乐趣。[方法/过程]通过田野调查,结合二手案例分析等研究方法,基于对云南S、L、H三县的实地考察,了解当地的扶贫攻坚情况,发现其现存的发展问题及在发展过程当中已构建完成的设施和政策基础,并基于其优势环境,针对其发展问题提出通过农业产业扶贫模式的创新来助力地区发展。[结果/结论]本文探索当地进行数字化农业游戏营销模式的优势条件,发现潜在问题,并建立数字化农业游戏营销的扶贫路径。

[Purpose/Significance]With the penetrating of industrialization and"Internet plus",using ICT to satisfy the yearning of people for idyllic life has become an important direction of the modern agricultural development.As an emerging pattern of agriculture and poverty alleviation,gamification extends the using of ICT to the marketing of agricultural products,which enables users to participate in the process of farming and have fun.[Method/Process]We have a thorough knowledge of the poverty situation in S,L,H District,Yunnan Province by field investigation and second-hand cases analysis.We found the current problems of development and also a relatively advantageous infrastructure and policy foundation in impoverished areas.And we pose the idea that a model innovation in poverty alleviation is the solution to these problems based on the advantageous conditions there.[Results/Conclusions]This paper analyzes the advantages of the digital agricultural gamification mode in impoverished areas,find the potential problems,and establish the path for using agricultural gamification in poverty alleviation.