《种地吧少年》IP助农营销模式探究——基于“十个勤天”店铺评论分析

Research of “Become a Farmer” to Help Agriculture Developing with IP Marketing Model—Analysis Based on Store Reviews of “Shigeqintian”

摘要: 我国传统农产品销售一般是以线下市场批发和店铺零售为主要渠道，随着数字网络技术进步产生了电商营销、实时直播等售卖方式。2023年《种地吧少年》纪实乡村真人秀节目成功破圈，关键在于打造“助农偶像”IP吸引广大受众，进而促进其农产品的消费购买。本研究关注这种新型营销模式，综合运用社会网络分析与自然语言处理技术挖掘“十个勤天”店铺产品真实消费评论，得出受众在观看《种地吧少年》综艺后会与“十个勤天”形成稳固的“新农人–禾伙人”身份关系，“十个勤天”以温暖治愈、积极正能量的品质吸引观众并获取其认可，在综艺观看过程中实现临场参与式电子农业种植、拟态偶像交往等，从而使其转变为忠实粉丝群体进一步提高购买欲，这种综艺助农创新农产品营销模式，具有增强售卖的效果。

Abstract: China’s traditional agricultural products sales are generally based on offline market wholesale and store retail as the main channels, with the progress of digital network technology has produced e-commerce marketing, real-time live broadcast and other sales methods. In 2023, the key to the success of the documentary rural reality show “Become a Farmer” is to create a “handpicked farmers idol” IP to attract a broad audience, and then promote the consumption and purchase of agricultural products. Focusing on this new marketing model, this research comprehensively uses social network analysis and natural language processing technology to mine the real consumption comments of “Shigeqintian” store products, and concludes that the audience will form a stable identity relationship between “new farmers and crop partners” with “Shigeqintian” after watching the variety show “Become a Farmer”. “Shigeqintian” attracts the audience and wins their recognition with warm, healing and positive energy. In the process of watching the variety show, fans realize the on-site participatory electronic agriculture planting and the simulated interaction with idols, etc., thus transforming them into loyal fans and further enhancing their desire to buy. This kind of variety show helps farmers innovate the marketing model of agricultural products and has the effect of enhancing sales.