AIGC赋能乡村品牌数字化转型路径与风险治理机制研究

AIGC-Enabled Pathways and Risk Governance Mechanisms for the Digital Transformation of Rural Brands

摘要: 在乡村振兴背景下，乡村品牌在数字化转型中普遍面临内容供给能力不足与品牌表达不稳定等问题。本文聚焦人工智能生成内容(AIGC)在乡村品牌运营中的应用机理与落地方式，围绕实际运营链条构建并检验“品牌IP构建、内容生成、传播适配、运营协同”的实践路径。基于流程化分析与实践验证，本文系统阐释AIGC在提升内容生产效率、增强多平台表达一致性以及支撑运营迭代优化方面的作用。研究表明，AIGC能够在资源受限条件下稳定扩展乡村品牌内容供给，但在规模化使用中也可能诱发内容廉价化与文化表达失真等风险。为此，本文提出以质量阈值、文化语境校验与过程溯源为核心的路径化治理框架，为乡村品牌数字化转型提供可复制的实践路径与方法参考。

Abstract: Under the broader context of rural revitalization, rural brands undergoing digital transformation often face structural limitations in scalable content production and stable brand communication. This study examines the operational mechanisms and practical implementation of Artificial Intelligence Generated Content (AIGC) in rural brand management. Anchored in real-world operational workflows, a process-oriented framework covering brand IP construction, content generation, communication adaptation, and operation coordination is developed and empirically examined. Based on workflow analysis and practice-based validation, results show that AIGC improves content production efficiency, enhances cross-platform consistency of brand expression, and supports continuous optimization of content operations. The findings further indicate that AIGC enables rural brands to expand content supply under resource-constrained conditions, while large-scale deployment may introduce risks such as content commodification and distortion of cultural representation. To address these challenges, this study proposes a pathway-based governance framework centered on quality threshold control, cultural context verification, and generation process traceability, providing a replicable methodological reference for AIGC-enabled digital transformation of rural brands.