KOL赋能农产品品牌研究——以“乡村网红”为例

Research on KOL Empowerment of Agricultural Product Brands—Taking “Rural Internet Celebrities” as an Example

摘要: 在乡村振兴战略与互联网经济深度融合的背景下，KOL正逐渐成为推动农产品品牌塑造和农村经济发展的重要引擎。本研究中的“乡村网红”特指扎根农村、以推广农产品为核心内容的垂直领域KOL，其既具备KOL的普遍特征，又因乡村语境衍生出独特属性。本研究深入探讨乡村网红是如何通过影响力赋能农产品品牌塑造。研究结合意见领袖理论构建分析框架，阐述了乡村网红通过挖掘乡村特色、构建传播矩阵、强化信誉背书以及注入文化内涵等方式有效提升了农产品的市场认知度、消费者信任度和品牌溢价能力。然而其在赋能过程中也面临内容同质化、专业能力不足和可持续发展等挑战。基于此，本文提出了优化对策，意在丰富了意见领袖理论在乡村网红领域的应用，也为乡村振兴背景下农产品品牌化提供了理论支持和实践参考。

Abstract: Under the background of the deep integration of rural revitalization strategy and the internet economy, KOLs (Key Opinion Leaders) are gradually becoming an important engine for promoting agricultural product branding and rural economic development. In this study, “rural internet celebrities” specifically refer to vertical KOLs rooted in rural areas, whose core content is promoting agricultural products. They possess the general characteristics of KOLs while deriving unique attributes from the rural context. This research deeply explores how rural internet celebrities empower agricultural product branding through their influence. The study constructs an analytical framework based on opinion leader theory, illustrating that rural internet celebrities effectively enhance the market awareness, consumer trust, and brand premium ability of agricultural products through methods such as excavating rural characteristics, building communication matrices, strengthening credibility endorsements, and injecting cultural connotations. However, they also face challenges such as content homogeneity, insufficient professional capabilities, and sustainable development during the empowerment process. Based on this, the article proposes optimization strategies, aiming to enrich the application of opinion leader theory in the field of rural internet ce-lebrities and providing theoretical support and practical references for the branding of agricultural products in the context of rural revitalization.