Research on the Problems and Countermeasures of New Media to Help Rural Economic Development

落实强化科技和改革双轮驱动，积极推动新媒体助农，为农业农村发展增动力、添活力，是推进农业现代化发展的前进方向。目前，新媒体助农已经取得一定的成果，但也出现了一些新的挑战。对新媒体平台进行整体考察，汇总出了目前存在的较为典型的问题：账号定位不清晰，难以创建特色鲜明乡村IP；视频内容雷同、混杂，难以形成突出的记忆点；配套服务无法及时跟进，损害良好消费体验等问题。针对上述问题，为提升乡村经济发展的助力效果，新媒体应从以下几方面进行优化：统一整合新媒体资源，搭建助农新媒体矩阵；分析助农新媒体人才需求，帮助组建专业化团队；跟进配套措施，护佑新媒体助农项目平稳落地，生根、开花，真正做到“花开百日红”。It is the direction of agricultural modernization to implement the dual-wheel drive of science and technology and reform, actively promote new media to help agriculture, and increase the impetus and vitality for agricultural and rural development. Currently, new media assistance in agriculture has achieved certain results, but it also presents some new challenges. A comprehensive review of new media platforms has identified several typical issues: unclear account positioning, making it difficult to create distinctive rural IPs; repetitive and mixed video content, failing to form memorable highlights; inadequate follow-up services, which undermine a good consumer experience. To enhance the effectiveness of new media in boosting rural economic development, improvements should be made in the following areas: integrating new media resources to build an agricultural assistance new media matrix; analyzing the talent needs for agricultural assistance new media to help form professional teams; implementing supporting measures to ensure the smooth implementation of new media assistance projects, allowing them to take root and flourish, truly achieving “a hundred days of blooming”.