The current implementation of rural revitalization strategies，An important principle is to adhere to the main position of farmers，Respect the first spirit of farmers，Enthusiastic mobilization of farmers、Activity and creativity。In recent years，A number of farmers' self -media accounts distributed on platforms such as "Today's Headline", "Douyin", "Quick Hand", "Watermelon Video"，Realized the transformation from the video content and received social e -commerce，It is becoming a new format for agriculture and rural areas。

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Rural original videos mainly refer to the living in rural areas to return to the countryside migrant workers、Agricultural Second -generation college students、The rural theme of rural themes created by the media with the main body of the industry as the main body and the network dissemination。New Internet media connects all functions to activate the more silent rural individual resources in the past，Rural original videos can exist and develop through the authority of new media，Social e -commerce business becomes one of the representations of online video empower。

From the perspective of production methods，The labor target of rural video social e -commerce is the peasant itself、Family members and partners，Its results are self -made video IP，Value exchange with fans through the way of spreading online bet365 best casino games video，Finally realized commercial monetization。Where，Video creation and communication is the original point，Product marketing is means，Brand reinforcement is guarantee，Obtaining income is the purpose。

Social e -commerce is essentially spiritual consumption，is to attract fans' attention，Affects fan emotions，Get fan trust，The effect of reaching fans to actively participate and lead marketing，Finally realized commercial interests。Social e -commerce is the category of attention，Based on emotional construction，Product quality and formalization is fundamental guarantee。Rural videos starting with netizens' "nostalgia" and the bottom performance as the starting point，Finally achieved marketing、Purpose of obtaining benefits。

　　Video theme and Customs specifications

The first is the dilemma of the video theme。The theme of rural videos is the key to gathering popularity and raw materials for shaping network personality，Is the foundation of rural video e -commerce。Video creators are knowledgeable、Interest、Quality、Limits of learning channels，Caused "cooking and eating", "garlic", "walking", "walking" homogeneous rural videos, a large number of villages emerged，Especially "cooking and eating" as a great。Increase the knowledge reserves of rural video creators、Expansion of the horizons、Increase social activity surfaces, etc.，Become a problem that needs to be cracking。

Second, the content is not strict with the content。The network platform is dominated by traffic economy，Stimulating rural video Bet365 app download creators through a long period of live broadcast、One or more one day to attract fans。Some accounts I have in turn with my family，Miscellaneous non -theme talk、Entertainment Performance, etc.，Some even hire beautiful women to help live，Relying on hue to attract netizens' attention。The platform's encouragement to this "shortcut" is worthy of vigilance。Video production deviates from the theme of "agriculture and rural"，spoof、Kim recossibilities、Low -end duplication and other bad tendencies，Look up at time。

Third is the absence of e -commerce specifications。First，The price guidance mechanism of the platform product is not sound。A large number of "sky -high" local souvenirs have emerged，greatly disturbing the order of rural e -commerce，increasing the income of the majority of farmers into a small number of people。Next，The platform lacks the quality of the quality of agricultural products and the feedback mechanism of complaints。A large number of "Three Nothing" products surge on the Internet，Consumers encounter consumer traps or fraud complaints without door，Repeated condemnation and questioning of netizens，for standardization、Sales of high -quality agricultural products set up obstacles。

Fourth is insufficient long -term planning。Current，Rural video social e -commerce business basically stays on its own self -selling or acquisition of agency sales levels，Add the absence of the platform specification，In fact, it is constantly overdrawing the commercial credit and personality value of the media people，bet365 Play online games This kind of short -sighted profitability、The business model that lacks long -term planning is urgent to follow the attention of the relevant government departments and help them transform。

　　Give full play to the "enzyme" potential and layout talent chain

We should think about how to promote further maturity and efficiency of agriculture，Improve the degree of professionalization of agricultural production，Promote the smooth extension of the industrial chain，Create conditions for the long -term development of rural video social e -commerce。

One，Fully understand the "enzyme" potential of rural video social e -commerce。Social e -commerce companies make a number of rural self -media people take the lead in getting rich，and the local specialty products exported，expanded farmers' employment，Realize the income of surrounding farmers，Stimulated the development and transformation of the local economy，Give full play to the village body from the inside out、The "enzyme" function that promotes metabolism。Guangxi、Henan、Sichuan、Hubei and other provincial and regional government departments and mainstream media are positive assistance，It plays an important role in promoting the prosperity and development of rural video social e -commerce。Current，Many rural video creators rub your fists、Try to try，Show the valuable initiative and creativity of farmers，Urgently needed government departments to support and guide。

Its two，The government strengthens targeted skills training，Layout Talent Chain。First，Strengthening targeted skills training。For returning to home、Go to the countryside、Bet365 lotto review Returning talents to carry out training，Video shooting skills、Local Culture、E -commerce operation experience、Logistics Warehouse、Online and offline marketing, mainly，Form should be flexible、The content must be pragmatic。Next，Layout Talent Chain。Short -term look，Actively guide outstanding agricultural technicians、Scientific researcher、Agricultural Products Agent、Join of talents such as agricultural cooperatives，Enrich and optimize the structure and scale of the staff of the village video industry。Look at it for a long time，Strengthen understanding agriculture、Complex talent training of modern management and communication technology，Make a full video social e -commerce talent reserve。

Its three，Strengthen cooperation and attract wisdom，Accelerate agricultural transformation and upgrade。Local government or agricultural management department can cooperate with well -known video websites or platforms，Constantly improving the attention of society's attention to agricultural and rural resources、Accreditation。For example，You can host academic seminars such as "rural revitalization and Internet+", "new professional farmers", "rural self -media industry"、Experience Exchange Meeting、Planning Meeting, etc.，Clarify the development ideas of social e -commerce，Determine the target product or the main project。Accelerate the development of high -quality characteristic agricultural products production and processing industry，Improve the construction bet365 Play online games of the agricultural industry chain。Create rural characteristic tourism、Family Farm、Kangyang Project, etc.，Provide product protection for rural social e -commerce、Environmental support and resource supply。

Four，Starting rural video social e -commerce pilot county construction。According to the development of rural villages in various provinces and regions，Start a number of rural video social e -commerce pilot county construction nationwide。Take Hebei as an example，The hometown of "Rural Akai" is piloted by the hometown of "Rural Akai"。"Rural Akai" is a rural video from the earlier in Hebei.，Its video content theme is clear、The quality is relatively good，Practical、Diligence、Filial network personality has formed and stabilizes，Network drainage ability is outstanding，Internet word of mouth huge value。Akai's video theme is consistent with the idea of ​​the development of tourism economy in the county。and，The theme bottleneck faced by "Rural Akai"、Funding Dilemma、Missions such as product chain are universal，Pilot experience promotion value is huge。Village video social e -commerce seems to be silent，In fact, I do n’t wait for me，Looking forward to getting greater as soon as possible。

　　(This article is the key project of the Hebei Provincial Academy of Social Sciences "Guide the Thinking and Countermeasure Research on the Healthy Development of the Healthy Development of Rural Self -Media in Our province" (2019A22) Phaooded Achievement)

(Author Unit: Institute of Journalism and Communication, Hebei Provincial Academy of Social Sciences)