短视频平台中新农人数字叙事对农产品品牌资产的作用机制及提升策略研究

Digital Storytelling by New Farmers on Short-Video Platforms and Its Impact on Agricultural Product Brand Equity: Mechanisms and Enhancement Strategies

摘要: 在数字乡村深入推进与短视频电商快速发展的双重背景下，新农人作为乡村振兴的重要力量，正通过数字叙事重构农产品品牌资产的形成路径。文章基于叙事传输理论、品牌资产理论与价值共创理论，构建“叙事触发–心理响应–价值共创–品牌溢价–反馈迭代”的五阶段理论模型，系统分析新农人数字叙事对农产品品牌资产的作用机制，并提出新农人叙事能力建设、平台流量机制优化、消费者参与激发、品牌认证体系完善与数据驱动迭代五大实现路径。研究拓展了数字叙事理论在农产品品牌领域的应用边界，为数字时代背景下农产品品牌培育提供了理论依据与实践指导。

Abstract: Against the dual backdrop of the deepening Digital Rural and the rapid development of short-video e-commerce, new farmers, as a vital force in rural revitalization, are reshaping the formation pathways of agricultural product brand equity through digital storytelling. Drawing on narrative transportation theory, brand equity theory, and value co-creation theory, this study constructs a five-stage theoretical model comprising “narrative triggering - psychological response - value co-creation - brand premium - feedback iteration”, and systematically analyzes the mechanisms through which new farmers’ digital storytelling affects agricultural product brand equity. Furthermore, the study identifies five implementation paths for enhancing agricultural product brand equity through new farmers’ digital storytelling: strengthening new farmers’ narrative capability building, optimizing platform traffic mechanisms, stimulating consumer participation, improving brand certification systems, and enabling data-driven iterative optimization. This study expands the application boundaries of digital storytelling theory in the field of agricultural product branding and provides theoretical foundations and practical guidance for agricultural product brand cultivation in the digital era.