公益助农视域下游戏化网络营销的价值逻辑与赋能路径研究

Research on the Value Logic and Empowering Pathways of Gamification Online Marketing in Public-Interest Agricultural Assistance

摘要: 智能媒体时代，游戏化网络营销借助沉浸式体验、多线程叙事与社交连接等核心机制，为公益助农突破传统模式瓶颈提供了全新工具与实践路径。本文从游戏机制与网络营销需求的耦合关系切入，界定游戏化网络营销的价值基础与公益助农适配逻辑，围绕技术、内容与社交三维度解析其场景建构的内在机制与公益意涵。重点探究游戏化网络营销赋能公益助农的具体实践路径，并深入剖析实践过程中面临的公益目标与商业诉求的价值张力、公益内容的形式化与浅层化困境、数据驱动与隐私保护悖论等核心问题，最终提出系统性优化策略。

Abstract: In the era of smart media, gamification online marketing leverages core mechanisms such as immersive experiences, multi-threaded narratives, and social connectivity to provide novel tools and practical pathways for overcoming the bottlenecks of traditional models in public-interest agricultural assistance. This paper begins by examining the coupling relationship between game mechanics and online marketing needs, defining the value foundation of gamification online marketing and its adaptive logic for public-interest agricultural assistance. It then analyzes the intrinsic mechanisms of scene construction and their implications for agricultural aid from the three dimensions of technology, content, and social interaction. The study focuses on exploring the specific practical pathways through which gamification online marketing empowers public-interest agricultural assistance. It further delves into core challenges encountered in practice, such as the value tension between public-interest objectives and commercial pursuits, the formalization and superficiality of public-interest content, and the paradox between data-driven approaches and privacy protection. Finally, the paper proposes systematic optimization strategies based on these analyses.