农村数字文化赋能农业发展的商业模式研究  

Study on the Business Modes of Rural Digital Culture for Enabling Agricultural Development

作　　者：田立法[1] 张妍彬 赵娅娅 Tian Lifa;Zhang Yanbin;Zhao Yaya

机构地区：[1]天津商业大学经济学院

出　　处：《农业考古》2022年第4期260-265,共6页Agricultural Archaeology

基　　金：天津市艺术科学规划项目“天津农村居民文化需求调查与多元供给研究”(项目编号:D18063)。

摘　　要：随着农村网络基础设施不断优化及互联网平台应用日益普及,数字文化在农村呈现蓬勃发展局面,有效弥补了以往城乡文化资源鸿沟过大的问题。农村数字文化涌现有传统文化数字化与数字技术文化化两种基本方式,在涌现过程中得以赋能农业发展的商业模式包括“直播带货”、“三农”短视频和“数字文旅+产业”融合三种,并可借由为农产品全渠道零售提供新动力、为农产品打造品牌优势提供新契机两种市场逻辑不断加速和巩固赋能的效果。With the continuous improvement of rural network infrastructure and the increasing popularity of Internet platform applications,digital culture has shown a vigorous development in rural areas,effectively making up for the problem of excessive gap between urban and rural cultural resources in the past.Rural digital culture has emerged in two basic ways:digitalization of traditional culture and culturalization of digital technology.There are three basic business modes in the emergence process for enabling agricultural development,including live broadcasting with goods,short videos about"farmers,rural Areas and agriculture production",and integration of"digital cultural travel plus industry".The enabling effectiveness can be accelerated and consolidated by two market logic,providing new impetus for the omni-channel retail of agricultural products and new opportunities for the brand advantage of agricultural products.

关 键 词：农村数字文化 农业发展 赋能 商业模式 市场逻辑 

分 类 号：F323[经济管理—产业经济]