面向特色产业扶贫的数字化农业游戏营销模式构建——以云南田野调查为例

doi:10.13998/j.cnki.issn1002-1248.20-0855

摘要/Abstract

摘要： [目的/意义]随着现代工业化进程和“互联网+”的有效推进,利用ICT满足国民对田园农耕生活的向往已经成为现代农业发展的一个重要方向。农业游戏化作为一种新兴农业扶贫模式,将ICT拓展到农产品的销售过程,通过游戏化的方式使用户得以参与到农耕的过程当中,体验农耕的乐趣。[方法/过程]通过田野调查,结合二手案例分析等研究方法,基于对云南S、L、H三县的实地考察,了解当地的扶贫攻坚情况,发现其现存的发展问题及在发展过程当中已构建完成的设施和政策基础,并基于其优势环境,针对其发展问题提出通过农业产业扶贫模式的创新来助力地区发展。[结果/结论]本文探索当地进行数字化农业游戏营销模式的优势条件,发现潜在问题,并建立数字化农业游戏营销的扶贫路径。

关键词: 农业游戏化, 数字农业, 产业扶贫

Abstract: [Purpose/Significance] With the penetrating of industrialization and "Internet plus", using ICT to satisfy the yearning of people for idyllic life has become an important direction of the modern agricultural development. As an emerging pattern of agriculture and poverty alleviation, gamification extends the using of ICT to the marketing of agricultural products, which enables users to participate in the process of farming and have fun. [Method/Process] We have a thorough knowledge of the poverty situation in S, L, H District, Yunnan Province by field investigation and second-hand cases analysis. We found the current problems of development and also a relatively advantageous infrastructure and policy foundation in impoverished areas. And we pose the idea that a model innovation in poverty alleviation is the solution to these problems based on the advantageous conditions there. [Results/Conclusions] This paper analyzes the advantages of the digital agricultural gamification mode in impoverished areas, find the potential problems, and establish the path for using agricultural gamification in poverty alleviation.

Key words: agricultural gamification, digital agriculture, poverty alleviation by developing industries

中图分类号:

G203

李逸晨, 吴明霞, 普垠森, 樊振佳. 面向特色产业扶贫的数字化农业游戏营销模式构建——以云南田野调查为例[J]. 农业图书情报学报, 2021, 33(4): 22-34.

LI Yichen, WU Mingxia, PU Yinsen, FAN Zhenjia. Poverty Alleviation Oriented Digital Agricultural Gamification Development: Cases from Yunnan Province[J]. Journal of Library and Information Science in Agriculture, 2021, 33(4): 22-34.

参考文献

[1] 刘元胜. 农业数字化转型的效能分析及应对策略[J]. 经济纵横, 2020(7): 106-113.
LIU Y S.Efficiency analysis and coping strategies of agricultural digital transformation[J]. Economic revie, 2020 (7): 106-113.
[2] 李金祥. 创新农业科技?驱动精准扶贫[J]. 农业经济问题, 2016, 37(6):4-8.
LI J X.Innovating agricultural science and technology? Driving targeted poverty alleviation[J]. Issuesin agricultural economy, 2016, 37(6): 4-8.
[3] 葛佳琨, 刘淑霞. 数字农业的发展现状及展望[J]. 东北农业科学, 2017, 42(3): 58-62.
GE J K, LIU S X.Development status and prospect of digital agri-culture[J]. Journal of northeast agricultural sciences, 2017, 42(3): 58-62.
[4] 王利民, 刘佳, 杨玲波, 等. 中国数字农业的基本理念与建设内容设计[J]. 中国农业信息, 2018, 30(6): 71-81.
WANG L M, LIU J, YANG L B, et al.Basic concept and construc-tion content design of digital agriculture in China[J]. China agricul-tural information, 2018, 30(6): 71-81.
[5] LEZOCHE M, HERNANDEZ J E, D AZ M M E A, et al. AGRI-FOOD 4.0: A survey of the supply chains and technologies for the future agriculture[J]. Computers in industry, 2020, 117: 103187.
[6] ZHAO G, LIU S, LOPEZ C, et al.Blockchain technology in agri-food value chain management: A synthesis of applications, challenges and future research directions[J]. Computers in industry, 2019, 109: 83-99.
[7] 靳闵, 王全胜. 游戏营销对消费者说服影响的研究综述与展望[J]. 管理现代化, 2020, 40(1): 110-112.
JIN M, WANG Q S.Research review and prospect of the influence of game marketing on consumer persuasion[J]. Modernization of management, 2020, 40(1): 110-112.
[8] DICKEY M D.Engaging by design: How engagement strategies in popular computer and video games can inform instructional design[J]. Educational technology research and development, 2005, 53(2): 67-83.
[9] SIMOES J, REDONDO R D A, VILAS A F N. A social gamification framework for a k-6 learning platform[J]. Computers in human be-havior, 2013, 29(2): 345-353.
[10] XU F, BUHALIS D, WEBER J.Serious games and the gamification of tourism[J]. Tourism management, 2017, 60: 244-256.
[11] ROBSON K, PLANGGER K, KIETZMANN J H, et al.Is it all a game? Understanding the principles of gamification[J]. Business horizons, 2015, 58(4): 411-420.
[12] HAMARI J, SHERNOFF D J, ROWE E, et al.Challenging games help students learn: An empirical study on engagement, flow and immersion in game-based learning[J]. Computers in human behavior, 2016, 54: 170-179.
[13] ROBSON K, PLANGGER K, KIETZMANN J H, et al.Is it all a game? Understanding the principles of gamification[J]. Business horizons, 2015, 58(4): 411-420.
[14] 方可人, 喻国明. 游戏范式在图书网络营销中的普适化研究[J]. 中国出版, 2019(6): 14-19.
FANG K R, YU G M.Research on the universality of game paradigm in book online marketing[J]. China publishing journal, 2019(6): 14-19.
[15] 靳闵, 王全胜. 游戏元素对消费者参与行为影响的研究述评与展望[J]. 北京工商大学学报(社会科学版), 2019, 34(4): 46-59.
JIN M, WANG Q S.Review and Prospect of research on the influence of game elements on consumer participation behavior[J]. Journal of Beijing technology and business university(social sciences), 2019, 34(4): 46-59.
[16] CONAWAY R, GARAY M C.Gamification and service marketing[J]. SpringerPlus, 2014, 3(1): 653.
[17] LUCASSEN G, JANSEN S.Gamification in consumer marketing-future or fallacy?[J]. Procedia-Social and behavioral sciences, 2014, 148: 194-202.
[18] UEYAMA Y, TAMAI M, ARAKAWA Y, et al.Gamification-based incentive mechanism for participatory sensing[C]//2014 IEEE international conference on pervasive computing and communication workshops, IEEE, 2014.
[19] SHANG S S C, LIN K Y. An understanding of the impact of gamification on purchase intentions[C]. Proceedings of the nineteenth Americas conference on information systems, Chicago, Illinois, 2013.
[20] STEFFEN C, MAU G, SCHRAMM-KLEIN H.Who is the loser when I lose the game? Does losing an advergame have a negative impact on the perception of the brand?[J]. Journal of advertising, 2013, 42(2-3): 183-195.
[21] 孙靖. 网络游戏产业的发展与管理研究[J]. 同济大学学报(社会科学版), 2007(1): 101-106.
SUN J.Research on the development and management of online game industry[J]. Journal of Tongji university (social sciences), 2007(1): 101-106.
[22] 严飒爽. 网络游戏产业发展驱动力研究[J]. 四川戏剧, 2010(1): 92-95.
YAN S S.Research on the driving force of online game industry development[J]. Sichuan drama, 2010(1): 92-95.
[23] 任晓聪, 和军. 我国农村电子商务的发展态势、问题与对策路径[J]. 现代经济探讨, 2017(3): 45-49.
REN X C, HE J.Development trend, problems and countermea-sures of rural e-commerce in China[J]. Modern economic research, 2017(3): 45-49.
[24] 邵学峰, 王国兵. 创意产业与区域经济增长: 中国的模式——以网游业为例[J]. 东北亚论坛, 2010, 19(3): 34-41.
SHAO X F, WANG G B.Creative industry and regional economic growth: China's model - taking online game industry as an example[J]. Northeast Asia forum, 2010, 19(3): 34-41.
[25] 施烨, 王怀明, 沈建新. 基于农民专业合作社视角的农产品滞销原因分析及其对策[J]. 江苏农业科学, 2015, 43(11): 596-598.
SHI Y, WANG H M, SHEN J X.Analysis on the causes of unsalable agricultural products and countermeasures from the perspective of farmers' professional cooperatives[J]. Jiangsu agricultural sciences, 2015, 43(11): 596-598.
[26] 郑长德, 陈田. 经济增长、产业结构变迁与贫困治理[J]. 西南民族大学学报(人文社科版), 2019, 40(6): 113-121.
ZHENG C D, CHEN T.Economic growth, industrial structure change and Poverty Governance[J]. Journal of southwest minzu university (natural science edition), 2019, 40(6): 113-121.
[27] 李明. 顾客价值细分视野下鲜活农产品市场营销策略的选择[J]. 农业经济, 2020(5): 142-144.
LI M.Selection of marketing strategies for fresh agricultural prod-ucts from the perspective of customer value segmentation[J]. Agri-cultural economy, 2020(5): 142-144.
[28] 赵晓飞, 李崇光. 农产品流通渠道变革: 演进规律、动力机制与发展趋势[J]. 管理世界, 2012(3): 81-95.
ZHAO X F, LI C G.Agricultural products circulation channel reform: evolution law, dynamic mechanism and development trend[J]. Management world, 2012(3): 81-95.
[29] 中国互联网络信息中心(CNNIC). 第46次中国互联网络发展状况统计报告[R].2020-09-29.
China internet network information center (CNNIC). The 46th statistical report on Internet development in China [R].2020-09-29.
[30] ROBSON K, PLANGGER K, KIETZMANN J H, et al.Is it all a game? Understanding the principles of gamification[J]. Business horizons, 2015, 58(4): 411-420.
[31] OHARWOOD T, GARRY T.An investigation into gamification as a customer engagement experience environment[J]. Journal of services marketing, 2015, 29(6/7): 533-546.
[32] LECLERCQ T, PONCIN I, HAMMEDI W.The engagement process during value co-creation: Gamification in new product-development platforms[J]. International journal of electronic commerce, 2017, 21(4): 454-488.