个人IP助力大湾区乡村经济高质量发展的实施路径研究

Research on the Implementation Path of Personal IP to Help the High Quality Development of Rural Economy in the Greater Ba Area

本研究以早日实现共同富裕为目的,探讨大湾区乡村经济和个人IP之间互动的可能性。历史和现状分析与横向对比相结合,发现打造个人IP能促进乡村经济发展,乡村可以用作个人IP孵化的温床。在此基础上,本研究鼓励网络流量通过“互联网+”流向农村,发挥流量红利助力乡村经济;同时鼓励乡村从业者依托乡村产业打造个人IP,推动乡村经济形成循环。基于大湾区城乡发展的现状,提出具体建议:一是加快建设大湾区乡村新基建,夯实个人IP孵化基础;二是加强乡村素人主播专业培训,助力培育乡村个人IP;三是鼓励IP联动实现跨界合作,吸纳网络受众广泛参与;四是线上线下联合营销形成呼应,多维共进拓展传播方式。

This study aims to achieve common prosperity as soon as possible by exploring the interaction between the rural economy and personal IP in the Greater Bay Area. Through a combination of historical and current situation analysis and horizontal comparison, it was found that creating personal IP can promote rural economic development and that rural areas can serve as incubators for personal IP. To this end, this study encourages the flow of network traffic to rural areas through “Internet +” to leverage the traffic dividend to support the rural economy. At the same time, it encourages rural practitioners to create personal IP based on rural industries and promote a cycle of rural economic development. Based on the current situation of urban and rural development in the Greater Bay Area, this study proposes specific suggestions: first, to accelerate the construction of new infrastructure in rural areas of the Greater Bay Area to lay a solid foundation for personal IP incubation;second, to strengthen professional training for rural amateur live broadcasters to help cultivate rural personal IP;third, to encourage IP linkage for cross-border cooperation and attract a wide range of online audiences;fourth, to establish a connection between online and offline joint marketing and expand communication in multiple dimensions.