数字化赋能驱动乡村振兴：翁源鹰嘴桃产业的路径创新与实践效应

Digital Empowerment Drives Rural Revitalization: Path Innovation and Practical Effects of Wengyuan Yingzui Peach Industry

摘要: 在乡村振兴战略与数字化转型的时代背景下，本研究聚焦韶关市翁源县鹰嘴桃产业发展瓶颈，通过“新媒体 + 助农”模式构建农产品数字化赋能理论框架与实践路径。研究采用混合研究方法，整合线上线下调研、深度访谈、直播实践及案例比较，系统分析翁源鹰嘴桃的市场现状、文化传播效能及数字化转型障碍。研究发现：该产业面临传统销售模式固化、品牌建设碎片化、配套产业薄弱及自然风险冲击等问题；消费者认知高度依赖电商平台，年轻群体构成消费主力，但价格敏感度与信息不对称制约市场拓展。基于数字化实践(累计开展12场助农直播，短视频传播覆盖超50万次)，本研究提出针对性对策：强化数字技术在全产业链的应用，开发深加工产品体系；优化物流冷链与动态定价机制；深化农文旅融合，打造“文化节 + 体验农场 + 数字 IP”传播矩阵；构建标准化品牌体系与品质认证机制。研究成果为县域特色农产品数字化转型提供可复制的“翁源模式”，为“百县千镇万村高质量发展工程”提供理论参考与实践借鉴。

Abstract: Against the backdrop of the rural revitalization strategy and the era of digital transformation, this study focuses on the development bottlenecks of the Yingzui peach industry in Wengyuan County, Shaoguan City. It constructs a theoretical framework and practical paths for digital empowerment of agricultural products through the “new media + agricultural assistance” model. Adopting a mixed research method, the study integrates online-offline surveys, in-depth interviews, live streaming practices, and case comparisons to systematically analyze the market status, cultural communication effectiveness, and obstacles to the digital transformation of Wengyuan Yingzui peaches. The research finds that the industry faces challenges such as the solidification of traditional sales models, fragmented brand building, weak supporting industries, and the impacts of natural risks. Consumer cognition highly relies on e-commerce platforms, with young groups constituting the main consumer force, yet price sensitivity and information asymmetry restrict market expansion. Based on digital practices (12 agricultural assistance live streams conducted cumulatively, with short-video dissemination reaching over 500,000 views), this study proposes targeted countermeasures: strengthening the application of digital technologies across the entire industrial chain, developing a deep-processing product system; optimizing logistics cold chains and dynamic pricing mechanisms; deepening the integration of agriculture, culture, and tourism to build a communication matrix of “cultural festival + experience farm + digital IP”; and constructing a standardized brand system and quality certification mechanism. The research results provide a replicable “Wengyuan Model” for the digital transformation of characteristic agricultural products in counties, offering theoretical references and practical insights for the “High-Quality Development Project for Hundreds of Counties, Thousands of Towns, and Ten Thousand Villages”.