乡村振兴背景下助农短视频农产品营销的创新路径

Innovative Path of Agricultural Short Video Agricultural Product Marketing under the Background of Rural Revitalization

强国必先强农。农业作为我国的第一产业,近年来,依托“互联网 + 农业”背景,短视频与农村特色产品的深度融合,为双方都带来了创新的机遇,推进乡村振兴不断取得实质性进展、阶段性成果。助农短视频的农产品内容营销体系构建是一个系统工程,在推动我国特色优势农产品营销中充分贡献了媒体智慧,但目前仍然有诸多不足,在此基础上,本文围绕助农短视频的现实困境,以新发展理念为逻辑引领,从创新人才培养模式,构建专业化团队;建构“共情”联结,增强用户黏性;严格把控产品质量,推进农产品品牌化进程三个方面提出了推动助农短视频优化的未来进路,以期开创助农短视频电商新形态。A strong country must first strengthen agriculture. Agriculture, as China’s first industry, in recent years, relying on the background of “Internet + Agriculture”, the deep integration of short video and rural characteristic products has brought innovative opportunities for both sides and promoted rural revitalization. Substantial progress and phased results have been made. The construction of the content marketing system of agricultural products in the short video is a systematic project, which has fully contributed to the media wisdom in promoting the marketing of agricultural products with Chinese characteristics and advantages, but there are still many deficiencies. On this basis, this paper focuses on the practical dilemma of the short video, takes the new development concept as the logical guide, from the following three aspects: innovative talent training mode;build a professional team;construct “empathy” connection to enhance user stickiness;strictly control products quality;promote the branding process of agricultural products, in order to put forward the future approach to promote the optimization of agricultural short video, and create a new form of agricultural short video e-commerce.