乡村振兴背景下新疆干果的数字化传播路径研究

A Study on Digital Communication Channels for Xinjiang Dried Fruits in the Context of Rural Revitalization

摘要: 新疆干果产业作为新疆特色农业的支柱品类，具备独特的气候资源优势、丰富的品类和高市场认可度。然而，产业发展仍存在物流配送体系不完善、专业数字人才短缺、品牌影响力不足、新兴市场拓展受限等问题。本文基于行动者网络理论与创新扩散理论的双重视角，采用深度访谈法、内容分析法与扎根理论相结合的混合研究方法，通过对农户、主播、电商企业主、政府工作人员等从业者的半结构化访谈，以及对抖音、快手平台上新疆干果相关热门视频的内容编码分析，系统梳理了新疆干果数字化传播的主要模式与成效，深入剖析了物流、品牌、人才、市场拓展四个维度的核心问题。研究发现，物流成本高企、品牌溢价能力弱、数字化人才匮乏、跨境传播能力不足是制约产业数字化转型的关键瓶颈。据此，本文提出优化物流基础设施、推进标准化与品牌化建设、创新数字传播模式、培育数商兴农人才、加大新兴市场拓展力度等对策，为新疆干果产业数字化传播提供实践参考。

Abstract: As a pillar category of Xinjiang’s characteristic agriculture, Xinjiang’s dried fruit industry has unique climate resource advantages, rich categories and high market recognition. However, the industry still has problems such as imperfect logistics and distribution system, shortage of professional digital talents, insufficient brand influence, and limited expansion in emerging markets. Based on the dual angles of actor network theory and innovation diffusion theory, this paper adopts a mixed research method combining in-depth interview method, content analysis method and grounded theory, through semi-structured interviews with farmers, anchors, e-commerce business owners, officials and other practitioners, as well as content coding analysis of popular videos related to Xinjiang dried fruit on Douyin and Kuaishou platforms. It systematically sorts out the main and achievements of digital communication of Xinjiang dried fruit, and deeply analyzes the core issues of logistics, brand, talent and market expansion. The study found that high logistics costs, weak brand premium capabilities, lack of digital talents, and insufficient cross-border communication capabilities are the key bottlenecks restricting the digital transformation of industries. Based on this, this paper proposes countermeasures such as optimizing logistics infrastructure, promoting standardization and branding, innovating digital communication, cultivating talents for digital business and agriculture, and increasing the expansion of emerging markets, so as to provide practical reference for the digital communication of Xinjiang’s dried fruit industry.