网络营销促进乡村产业发展的运行机制及路径研究

Research on the Operating Mechanism and Path of Promoting Rural Industrial Development through Online Marketing

摘要: 在数字技术广泛赋能的背景下，网络营销逐渐成为推动乡村产业转型升级的重要途径。然而，当前乡村网络营销在促进产业发展中仍然存在运行机制失效等问题。本文以4I理论为分析框架，聚焦个性表达、用户互动、利益激励与内容趣味四个维度，系统梳理网络营销运行机制的症结所在；同时引入社会认知理论，剖析乡村主体在品牌建构、互动管理、价值理解及内容创意方面的认知障碍与行为惯性。通过贵州某乡村A品牌的典型案例加以验证，进一步提出基于机制修复与认知重构的路径优化建议，力图为乡村产业高质量发展提供系统化理论支撑与实践参考。

Abstract: Amidst the pervasive empowerment of digital technologies, online marketing has progressively emerged as a pivotal avenue for driving the transformation and upgrading of rural industries. However, the current rural online marketing landscape still grapples with operational mechanism inefficiencies in fostering industrial development. This study employs the 4I theory as an analytical framework, focusing on four dimensions: personalized expression, user interaction, interest incentives, and content engagement, to systematically delineate the bottlenecks in the operational mechanisms of online marketing. Concurrently, it incorporates social cognitive theory to dissect the cognitive barriers and behavioral inertia of rural entities in brand construction, interaction management, value comprehension, and content creativity. Through a case study of Brand A in a rural area of Guizhou, the research validates these findings and further proposes pathway optimization recommendations based on mechanism restoration and cognitive reconstruction, aiming to provide systematic theoretical support and practical references for the high-quality development of rural industries.