Analysis of Marketing Strategies for Rural Experience Variety Shows from the Perspective of the 4I Theory—Taking “Become a Farmer” as an Example
Year: 2025
Type: article
Abstract: 在乡村振兴战略与媒介融合发展的双重背景下，乡村体验类综艺成为连接城乡文化、传播现代农业理念的重要载体。本文以4I理论为框架，选取现象级综艺《种地吧》为案例，探讨乡村综艺在数字化传播中的创新营销策略。研究发现：节目通过趣味性原则构建“纪实叙事 + 科技场景”的吸引力，以190天沉浸式农耕打破传统综艺娱乐化框架；依托实时互动与多平台共创形成参与式传播生态，实现用户深度绑定；借差异化定位与文化符号塑造“新农人”品牌独特性；通过IP开发与跨界合作构建“内容–消费–文旅”产业链，平衡商业价值与社会效益。研究表明，4I理论在乡村综艺领域的适应性改造需注重真实劳动叙事与科技元素的融合，强化用户共创机制，并将文化符号转化为可持续的营销动能。节目通过“趣味吸引–互动深化–个性绑定–利益共享”的递进式策略，不仅突破同质化竞争，更推动了农耕文化传播与乡村产业联动，为乡村综艺实现“社会效益–经济效益”双赢提供实践范式。Under the dual background of the Rural Revitalization Strategy and the development of media convergence, rural experience variety shows have become an important medium for connecting urban and rural cultures and disseminating modern agricultural concepts. This paper takes the 4I theory as the framework and selects the phenomenal variety show “Become a Farmer” as a case study to explore the innovative marketing strategies of rural variety shows in digital communication. The study finds that the show constructs an appeal based on the principle of interest, integrating “documentary narrative + technological scenarios” and breaking the traditional entertainment framework of variety shows through a 190-day immersive farming experience; it forms a participatory communication ecosystem relying on real-time interaction and multi-platform co-creation, achieving deep user engagement; it shapes the uniqueness of the “new farmer” brand through differentiated positioning and cultural symbolism; and it constructs a “content-consumption-cultural tourism” industry chain through IP development and cross-border cooperation, balancing commercial value and social benefits. The research indicates that the adaptation of the 4I theory in the field of rural variety shows should focus on integrating authentic labor narratives with technological elements, strengthening user co-creation mechanisms, and transforming cultural symbols into sustainable marketing momentum. The show employs a progressive strategy of “interest attraction-interaction deepening-personality binding–benefit sharing”, not only breaking through homogenization competition but also promoting the spread of farming culture and rural industry linkage, providing a practical paradigm for rural variety shows to achieve a win-win situation in social and economic benefits.
Source: E-Commerce Letters
Author: 歌 刘
Institution: Nanjing Forestry University
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Zero hunger
Open Access status: hybrid
OpenAlex ID: W4411653045