乡村振兴背景下农户自媒体发展策略分析

Analysis of the Strategy of Farmers’Self-media Development Under the Background of Rural Revitalization

近年,农村地区的互联网用户不断增多,农户自媒体的发展有效助推了乡村振兴战略的实施。对乡村振兴背景下农户自媒体现状进行调研发现,其发展面临着技术困境,宣传方式创意性不够,品牌打造难度较大,关注话题单一,缺乏新鲜感,内容重复、同质化,获客成本不断攀升等困境。为优化农户自媒体发展,应加强对“三农”网络媒体的组织化管理,坚持正确的内容传播导向,培养人才,注重创新营销策略。自媒体为农户提供了展现自我的平台,有利于农产品品牌的建立。

In recent years,the number of Internet users in rural areas has been increasing,and the development of farmers’self-media has effectively boosted the rural revitalization.The investigation of the current situation of farmers’self-media under the background of rural revitalization finds that there are technical difficulties:lack of creativity in publicity methods,difficulty in brand building,single topic of attention,lack of freshness,repetitive and homogenized content,and rising customer costs,etc.In order to optimize the development of farmers’self-media,it is suggested to strengthen the organizational management of“three rural”network media,adhere to the correct content communication orientation,train talents,and pay attention to innovative marketing strategies.Self-media provides a platform for farmers to show themselves,which is conducive to the establishment of agricultural products brands.