乡村振兴视域下“三农”短视频营销优化策略研究

Research on the Optimization Strategy of Short Video Marketing of “Three Rural Issues” from the Perspective of Rural Revitalization

摘要: 随着国家乡村振兴战略的不断推进和媒介技术的发展，“三农”短视频迎来了发展机遇。越来越多的农民和农产品企业借助“三农”短视频进行农村生活展示和自我营销，促进农产品的销售和农村经济的发展。然而，“三农”短视频营销的井喷式发展面临着营销内容同质化严重、泛娱乐化表达、乡村形象表达失真以及缺乏专业化运营等问题。因此，本文提出“三农”短视频创作者需深耕本土特色内容、平台需加强监管、视频内容需建立与受众的情感连接以及搭建营销运营人才队伍等策略，旨在进一步推动“三农”短视频的健康、高质量发展，促进“三农”短视频营销传播效果，为乡村振兴战略的实施提供更大的助力。

Abstract: With the continuous advancement of the national rural revitalization strategy and the development of media technology, the “Three Rural Issues” short videos have ushered in development opportunities. More and more farmers and agricultural product enterprises use the “Three Rural Issues” short videos to display rural life and self-marketing, and promote the sales of agricultural products and the development of rural economy. However, the blowout development of short video marketing in the “Three Rural Issues” is facing problems such as serious homogenization of marketing content, pan-entertainment expression, distortion of rural image expression and lack of professional operation. Therefore, this paper proposes that the creators of the “Three Rural Issues” short video need to deepen the local characteristic content, the platform needs to strengthen supervision, the video content needs to establish an emotional connection with the audience, and build a marketing and operation talent team, aiming to further promote the healthy and high-quality development of the “Three Rural Issues” short videos, promote the marketing and communication effect of the “Three Rural Issues” short video, and provide greater assistance for the implementation of the rural revitalization strategy.