综艺IP赋能农产品电商的运营策略研究——以“十个勤天”为例

Research on the Operation Strategy of Empowering Agricultural Products E-Commerce with Variety Show IP—A Case Study of “Ten Diligent Days”

摘要: 2024~2025年，中国内容电商行业进入高质量发展阶段，直播带货、IP电商成为农产品上行的核心赛道，综艺IP与农产品跨界融合成为乡村振兴背景下的新趋势。本文以综艺IP“十个勤天”为研究对象，采用案例研究法，运用使用与满足理论，拆解其从综艺IP到农产品电商的运营模式，分析其核心优势与现存问题，并提出引入订阅制与预售制以平滑流量波动、深化IP价值、构建专业化电商人才队伍等优化策略。希望为综艺IP赋能农产品电商发展提供可复制的实践路径，助力乡村产业发展。

Abstract: In 2024~2025, China’s content e-commerce industry entered a high-quality development stage. Live-streaming sales and IP e-commerce became the core tracks for agricultural products to enter the market. The cross-border integration of variety show IPs and agricultural products has become a new trend in the context of rural revitalization. This article takes the variety show IP “Ten Diligent Days” as the research object, adopts the case study method, and uses the use and satisfaction theory to dissect its operation mode from a variety show IP to an agricultural product e-commerce platform. It analyzes its core advantages and existing problems, and proposes optimization strategies such as introducing subscription and pre-sale systems to smooth out traffic fluctuations, deepen IP value, and build a professional e-commerce talent team. It is hoped that this will provide a replicable practical path for variety show IPs to empower the development of agricultural product e-commerce and contribute to the development of rural industries.