“景观即商品”：城乡景观商品化与电商营销模式研究——基于农旅产品包装与线上传播视角

“Landscape as Commodity”: Research on the Commercialization of Urban and Rural Landscapes and E-Commerce Marketing Models—From the Perspective of Packaging and Online Communication of Agricultural Tourism Products

摘要: 在乡村振兴战略深入推进背景下，城乡景观正经历从传统观赏对象向可交易、可消费商品形态的深刻转变。本研究基于“景观即商品”核心理念，深入分析农文旅融合发展实践，系统探讨城乡景观商品化的理论内涵、表现形式及与电商营销融合模式。研究发现，景观商品化主要通过农产品景观化包装、文创产品景观符号化、旅游体验景观产品化等形式实现价值转换。在电商营销方面，“场景直播 + 景观溯源”的沉浸式营销、“文化IP + 数字藏品”的虚实融合、“算法推荐 + 精准画像”的智能匹配、“社交裂变 + 共创经济”的参与式营销等创新模式，为景观商品化提供了新的技术支撑和市场空间。

Abstract: Under the background of the in-depth advancement of the rural revitalization strategy, urban and rural landscapes are undergoing a profound transformation from traditional viewing objects to tradable and consumable commodity forms. Based on the core concept of “landscape as commodity”, this study deeply analyzes the practice of the integrated development of agriculture, culture and tourism, and systematically explores the theoretical connotation, manifestation forms and integration model with e-commerce marketing of the commercialization of urban and rural landscapes. Research findings show that the commercialization of landscapes mainly achieves value transformation through forms such as the landscape-oriented packaging of agricultural products, the landscape symbolization of cultural and creative products, and the productization of tourism experience landscapes. In the field of e-commerce marketing, innovative models such as immersive marketing of “scene live streaming + landscape traceability”, virtual-real integration of “cultural IP + digital collectibles”, intelligent matching of “algorithm recommendation + precise portrait”, and participatory marketing of “social viral + co-creation economy” have provided new technical support and market space for the commercialization of landscapes.