数字技术赋能农业文化遗产开发与利用对策研究

doi:10.13998/j.cnki.issn1002-1248.22-0822

摘要/Abstract

摘要： [目的/意义]农业文化遗产凝聚着传统的农耕智慧、经过成百上千年的传承形成了独特的自然风光和丰富的生物多样性。本文以数字技术赋能农业文化遗产开发与利用为切入点,研究农业文化遗产的可持续发展,促进乡村振兴战略的顺利推进。[方法/过程]利用文献分析法、案例研究法和实地调查法,梳理数字技术赋能农业文化遗产开发与利用的措施及面临的问题,对数字技术赋能农业文化遗产创新开发与利用机制做体系化、系统化研究。[结果/结论]随着社会经济的转型,农业文化遗产的传统生产方式已满足不了现代社会的需要,想让农业文化遗产继续“活下去”,必须挖掘其多元价值,借助数字技术赋能农业文化遗产现代化转型,实现其活态传承,提高农业文化遗产综合效益,走可持续发展道路。

关键词: 数字技术, 农业文化遗产, 新媒体, 平台经济, 流量

Abstract: [Purpose/Significance] The agricultural cultural heritage embodies the traditional farming wisdom, unique natural scenery and rich biodiversity formed through hundreds and thousands of years of inheritance. The study of digital technology-enabled development and utilization of agricultural cultural heritage is conducive to fully exploring the modern value of agricultural cultural heritage, strengthening the integrated interaction with the key work of rural revitalization, such as the development of modern agriculture, the construction of beautiful countryside, the construction of ecological civilization, and the entrepreneurship and innovation of farmers. On top of that, it is beneficial to the sustainable development of agricultural cultural heritage and is related to the successful implementation of the rural revitalization strategy. [Method/Process] By using the methods of literature analysis, case study and field survey, the current status and problems of agricultural cultural heritage are comprehensively reviewed. There are some problems, such as insufficient application of innovation in agricultural cultural heritage areas and inadequate value exploration. In this regard, the article puts forward several measures for the development and utilization of agricultural cultural heritage resources enabled by digital technologies after the analysis of digital management of agricultural cultural heritage resources, including building public brands in agricultural cultural heritage areas to form industrial clusters. This article takes "Anhua Black Tea" as an example to analyze the brand digital marketing mechanism and takes Li Ziqi's short videos as another example to analyze how to attract e-commerce traffic and realize traffic in the new media era and build a local brand with local characteristics with the help of "Internet plus Agriculture." It provides ideas and solutions for the development and utilization of digital technology-enabled agricultural cultural heritage. [Results/Conclusions] With the transformation of social economy, the traditional production mode of agricultural cultural heritage can no longer meet the needs of modern society. In order to make agricultural cultural heritage continue to "live", it is necessary to explore its multiple values, enable the modernization transformation of agricultural cultural heritage with the help of digital technology, realize its living state inheritance, improve the comprehensive benefits of agricultural cultural heritage and maintain sustainable development. The study explores the digital development, open communication, new scene construction and innovative utilization of agricultural cultural heritage, which can be realized through the Internet and digital technologies. Agricultural cultural heritage has many characteristics, such as brand differentiation, brand subdivision, and precise description of natural scenery, high-quality agricultural products and cultural connotation of agricultural cultural heritage. With the help of new media marketing, the ecological advantages and industrial value of agricultural cultural heritage system are explored to maximize the value of resources. A limitation of this study is that there still lacks quantitative analysis. Future research will use structural equation model and other tools to analyze the factors that affect the conversion rate of agricultural account traffic from multiple aspects such as video content, audience and platforms.

Key words: digital technology, agricultural cultural heritage, new media, platform economy, traffic

中图分类号:

F323

贺梦凡, 熊乐佳, 丁盈, 杨卫书. 数字技术赋能农业文化遗产开发与利用对策研究[J]. 农业图书情报学报, 2023, 35(3): 71-80.

HE Mengfan, XIONG Lejia, DING Ying, YANG Weishu. Innovative Development and Utilization of Agricultural Cultural Heritage Enabled by Digital Technologies[J]. Journal of Library and Information Science in Agriculture, 2023, 35(3): 71-80.

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