Short video industry to promote rural revitalization strategy improvement and efficiency improvement

In January 2020, the "Guiding Opinions on Strengthening the Construction of the Radio and Television Public Service System" issued by the State Administration of Radio, Film and Television proposed to promote "smart radio and television+public services", promote the transformation and upgrading of public services, and continuously meet the people's new cultural audiovisual and comprehensive services need. In February 2021, the Central Committee of the Central Committee issued by the State Council "Opinions on Comprehensively Promoting Rural Rejuvenation and Modernization of Rural and Rural Modernization" pointed out that promoting the construction of digital rural rejuvenation must build 5G and mobile Internet of the Internet of infrastructure through help the countryside. Establish efficient information transmission channels, and use new technologies to innovate and build a complete agricultural and rural big data system to promote the deep integration of new generation of information technology and agricultural production and operation, thereby forming a intelligent, visual and systematic entire industry chain. Policies and regulations provide ideological guidance and theoretical guidance for research. With the help of infrastructure construction and industrial service development guidance, they vigorously promote the "smart content+public services" to accelerate the construction of a modern short video public service system.

The development status of the short video industry and the analysis of the industrial chain

In the era of intellectual media, new technologies such as artificial intelligence, big data, and blockchain will assist the media more accurately to face various users and services. At present, the short video industry has continued to transform and upgrade the content, services, and industries in the context of the strategic development of rural revitalization. ) The positive, positive, orderly wisdom of MGC (machine production content) and the production category of the content of the public domain; gradually differentiation of customs, non -heritage, food, daily, science popularization, public welfare, government affairs, cultural tourism, etc. during the development process There are various types of public service attributes, and industrial characteristics present the characteristics of self -narrative, social emotionalization, public service, and product series. Although the content of the content of the rural revitalization strategy of the short video industry has been completely prominent, the effect of the industry and bringing effect of radiation to the surrounding industries with the help of new technology as the core is far from being effectively exerted.

The short video industry plays an important role in the "last mile" in the rural revitalization strategy. From the perspective of media economics, the development logic of the short video industry to serve rural revitalization still follows the "multi -round rolling income" model of the media industry, that is, through the "agricultural -related" content with public service attributes, the flow of flow is influx, and the flow of traffic is collected. The value -added content industry (implanted advertising, platform drainage), physical industries (agricultural products, cultural products, new media products) and public service industries (e -government, social welfare, education and medical care, experience creation services with physical industries (agricultural products, cultural products, new media products) ) Multiple sales, ultimately achieve certain social and economic benefits. This "profit multiplication" industrial development model helps farmers to form collective creation potential and motivation, promote the value of product transfer to achieve value, and effectively reduce urban and rural distances, weaken the gap between urban and rural culture, economic, and social gaps.

With the increase of the number of production subjects with the market competition, technical empowerment and rights empowerment allow the farmers group to debug in the game between self and alienation. Organic integration, its production and operation process has gradually shifted to the "content+live broadcast+e -commerce+public service+cultural tourism+peripheral derivatives" in a reasonable and orderly field of public opinion. The participation of the public domain of the content has spawned more opportunities for the popular agricultural and sideline products and public services. The best -selling specialty products in turn enhance the public gathering effect of the content. The reasonable optimization of content, services, and industrial elements will be further promoted to rural revitalization for rural revitalization Education and training, agricultural production processes, cultural heritage, Internet celebrity economy, logistics and warehousing, cultural tourism, film and television performing arts and other surrounding derivative industries. Its industrial value chain is also based on a certain technical and economic correlation, and forms an upstream content producer that intertwined and dependent on each other according to the specific logical relationship and the time and space layout relationship; Multi -level value increasing network structure.

The development and application of short video industry services in rural revitalization

At present, the agricultural product structure is single, the quantity and quality contradictions, the unbalanced supply and demand, the low -level recognition of the rural product brand, the underdeveloped logistics system, and the industrial lack of chain. process. Under the intelligent media environment, the highly transparent information of information technology has formed a sharp contrast to the lagging lag of the sales of rural products, and the lagging of public service capabilities: first, the algorithm is accurately faced with the user group, but the quality of the product is uneven causes production unsuitable; the second is intelligent technology Shorten the gap between urban and rural culture, but the development speed of production processes, technological innovation and logistics renewal caused by regional gaps is slow, resulting in high pre -investment costs and poor sales willingness of farmers. Originally, the characteristic agricultural and sideline products and cultural art products with weak brand influence were more difficult to establish effective user loyalty and trust, and it also reduced consumers' secondary consumption motivation; fourth, intelligent technology effectively integrates cultural and industrial resources, but industrial supply and demand The innovation and creativity capacity of chain, space chain, corporate chain, and value chain is poor. The core industries and the surrounding industries cannot be effectively connected. The industrial scale, industrial base, and industrial cluster cannot be mentioned.

The intelligent media environment brings more opportunities and challenges. The triple attributes of the social, economic and cultural attributes of the short video industry determine that when serving the rural revitalization strategy, we must keep up with the ideas and pace of national development, integrate the power of the government, enterprises, rural, and users, and Basic, optimizing and improving efficiency; government -led, social participation; focus on the center of gravity, the people and the people "are the principles of policy, enhance short videos as the equalization, coverage, and application of short videos as digital public services. Improve, establish a positive policy guarantee mechanism, content demand feedback mechanism, operation and maintenance mechanism, and long -term service mechanism to achieve the networked, intelligent, and industrial ecologicalization of short video products, services and industrial public services, so as to better better way Serve the strategic strategy of rural rejuvenation. Short video industry service rural revitalization strategic development strategy development strategy improvement strategy

In the era of intellectual media, the development countermeasures of my country's short video industry service rural revitalization strategy should follow the "AI+O2O" model and strive to achieve the intelligent deployment of "people -goods -field". Connecting people with things, things and fields, people and fields, and efficient and intelligent and intelligent, and form a closed -loop of the industrial ecology, which can maximize the unity of social benefits and economic benefits. Specific countermeasures include the following points.

First, the government must adhere to the dominant position, mobilize the participation of various social forces, promote public construction and sharing, make public service subjects more diverse, more flexible mechanism, more optimized quality, and sustainable services. It is necessary to actively introduce relevant policies and regulations to accelerate the standards and promote the implementation of public service responsibilities in the short video industry, focus on improving industry standards for the layout and construction of related facilities and equipment, personnel equipment, and service management The short video industry incubation projects and base clusters, which are mainly "content creation, live broadcast, public services, and public services, to accelerate the promotion of industrial equalization, inclusiveness, and convenientization. At the same time, we must actively regulate market mechanisms, make good use of intelligent technology to accurately control the market trends and trends, guide the closeness of content and industrial supply, and supervise the market for forming benign competition in the public domain.

Second, in the era of intellectual media, the production and distribution of enterprises, products and services should also be in accordance with the content and services of the "agricultural" guided public domain in accordance with the conscious guidance and layout of the rural revitalization strategy, and strive to get rid of the unknown control of the algorithm. Coordinated framework domestication and control algorithms, strive to do a good job of "algorithm control" role, make public resources more effective and accurate matching and distribution, and gradually form a directional market scale and social credibility.

Third, the rural departments must earnestly fulfill the functions of "transit stations" that connect the government and users, not only to make good use of new technical means to promote, guide, and implement the latest policies, and improve the enthusiasm of the main body of farmers to use short videos for public service construction and participation. ; Moreover, we must actively use new technical means to enhance the vitality and attractiveness of local development and construction, attract external forces to invest in financing, build a cluster of short video incubation bases, hold competition exhibitions, and strengthen the development and utilization of local specialty products and industrial resources. In addition, it is necessary to build artificial intelligence and big data information hubs, establish strict product production management processes and quality control mechanisms, respond to internal and external needs in real time, promote the formation of balanced supply and demand, improve the intelligentization of offline heat and cold chain logistics channels , Informatization, popularization, and intensiveization, ensure the visual controlling, traceable, and traceable of content, channels, products, and services.

Fourth, consciously guide and train farmers groups with potential value to form a "content creator alliance" and "mutual assistance union". MCN institutions with demonstration and faucet attract farmers' groups in local and surrounding areas to settle in creation, accelerate the refinement of content, series, and specialized production, and promote the social exposure rate of cluster scale effects and a considerable amount of volume.

Only by effectively integrating the power of the square and gradually building a clear, healthy and positive short video industry development environment can we form more innovative and creative product derivative models, brand license models, technical gain models, industrial extension and development models, so as to truly realize the full fulfillment The improvement of quality and efficiency of the industrial ecological chain, and comprehensively promote the implementation of the strategy of rural revitalization.

(This article is the Shandong Social Science Planning Research Project "Shandong Provincial Museum's Cultural and Creative Product Development and Innovation Path Study" (21DWYJ21) staged results)

(Author Unit: Chinese Ocean University School of Literature and News Communication, National Culture and Tourism Research Base of Ocean University of China)

Source: China Social Science Network-Journal of Social Sciences of China

Author: Wang Xuan

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