媒介融合视域下县域特色农产品品牌传播研究——以横州茉莉花为例

Research on Brand Communication of County Characteristic Agricultural Products from the Perspective of Media Convergence—Taking Hengzhou Jasmine as an Example

摘要: 产业规模与品牌传播之间的结构性失衡，是县域特色农产品在全媒体时代面临的普遍困境。本文以广西横州茉莉花产业为研究对象，综合运用案例分析、数据统计与访谈法，系统考察其新媒体营销实践中的传播效能问题。研究发现，横州茉莉花虽具备突出的产业规模优势，其新媒体传播热度却与产业地位不相匹配，呈现出典型的“大产业、弱传播”悖论。这一悖论的成因可归结为三重错位：营销渠道布局偏重传统电商而忽视内容电商平台的内容属性差异、内容生产停留在产品推销思维而缺乏平台针对性的创新表达、品牌运营缺乏持续性的内容输出机制。针对上述困境，本文提出构建“官方–企业–达人–农户”多层次传播矩阵、推动直播内容从促销导向转向文化叙事、以算法适配逻辑重构短视频生产策略等实践路径。研究认为，县域农产品品牌价值的跃升，关键在于完成从“资源展示”到“内容叙事”的传播范式转换，将产业规模优势转化为可持续的品牌传播效能。

Abstract: The structural imbalance between industrial scale and brand communication is a common dilemma faced by county-level characteristic agricultural products in the all-media era. This paper takes the jasmine industry in Hengzhou, Guangxi as the research object, and comprehensively uses case analysis, data statistics and interview methods to systematically examine the communication efficiency in its new media marketing practice. The study found that although Hengzhou Jasmine has a prominent industrial scale advantage, its new media communication heat does not match the industrial status, showing a typical “big industry, weak communication” paradox. The causes of this paradox can be attributed to three dislocations: the layout of marketing channels focuses on traditional e-commerce and ignores the content attribute differences of content e-commerce platforms, content production stays in product marketing thinking and lacks platform-specific innovative expression, and brand operation lacks a continuous content output mechanism. In view of the above difficulties, this paper proposes to construct a multi-level communication matrix of “official-enterprise-master-farmer”, promote the live broadcast content from promotion orientation to cultural narrative, and reconstruct the short video production strategy with algorithm adaptation logic. According to the research, the key to the leap of brand value of county agricultural products lies in the transformation of communication paradigm from “resource display” to “content narration”, and the transformation of industrial scale advantage into sustainable brand communication efficiency.