基于短视频矩阵的农产品区域公用品牌建设策略研究

一一以广西北流百香果为例

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中图分类号：F322 文献标志码：A 文章编号：2096-9902（2025）21-0109-04

Abstract：Thispapertakespassionfruit producedin Beiliu，Guangxiastheresearchobject，focusingontheapplication strategiesofShort VideomatrixinregionalpublicbrandconstructionofagriculturalproductsBysortingouttherelevantheories ofregional publicbrandsandShortVideomatricesofagriculturalproducts，andcombiningthecurentsituationandproblemsof agriculturalproductbrandbuildinginGuangxi，thispaperanalyzestheadvantagesandfeasibilityofShortVideomatricesin brandcommunication.Research foundthat Guangxi'sagricultural productshaveproblemssuchasweakbrandawareness，low popularity，andunclearconstructionentities.ShortVideomatricescanbecomeanimportantwaytosolvetheaboveproblemsdue tothecharacteristsofulti-platformcolaborationdiversifedcontentandfientcommunicationBasdonis，thispaper proposestheShort VideomatrixconstructionstrategyforpublicbrandsinBeiliuPassonFruitregionfromthedimensionsof account matrix construction， content IP creation，multi-subject collaboration，and effect evaluation feedback，and looks forward to itsreference significance for the upgrading of Guangxi's specialty agricultural industrial clusters.

Keywords： Short Videomatrix;agricultural product;regional public brand; agricultural industry；constructionstrategy

在乡村振兴战略与农业品牌化发展的双重推动下，农产品区域公用品牌成为提升农业竞争力的核心抓手。（剩余6703字）