数智时代贵州“村超”品牌传播路径探究
Exploring the Brand Communication Pathways of Guizhou’s “Village Super League” in the Digital and Intelligent Era

文旅融合是促进乡村振兴的重要途径，研究贵州“村超”如何赋能乡村振兴具有理论和现实意义。运用文献研究法和案例分析法，从品牌传播的视角出发，分析数智时代贵州“村超”品牌传播的现实意义、存在不足以及优化路径。发现贵州“村超”进行品牌传播可以提升地方知名度和影响力、促进地方产业振兴和经济发展、助力地方乡村振兴和文化传播。然而，贵州“村超”品牌传播仍存在品牌形象不够鲜明、品牌传播自驱力不足、品牌传播效果评估体系不完善、品牌传播保障力量不足等问题。针对以上问题，结合数智背景，本文提出突出品牌形象、提升传播能力、完善评估体系、健全保障体系等品牌传播路径。
The integration of culture and tourism is a crucial pathway for promoting rural revitalization. Understanding how Guizhou’s “Village Super League” can contribute to this revitalization holds both theoretical and practical significance. This study employs literature review and case analysis methods, examining the brand communication strategies of Guizhou’s “Village Super League” within the context of the digital age. The analysis identifies the real-world impact, existing shortcomings, and potential optimization strategies of brand communication. The findings reveal that effective brand communication of the “Village Super League” enhances local visibility and influence, stimulates industrial and economic development, and supports rural revitalization and cultural promotion. However, challenges such as an insufficiently distinct brand image, inadequate self-driven brand communication, an underdeveloped brand communication evaluation system, and limited support resources still exist. To address these issues, this paper proposes strategies to enhance brand image, improve communication capabilities, refine the evaluation system, and strengthen support mechanisms, particularly in the context of digital intelligence.