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農(nóng)機思考：“白鹿原走下神壇”背后的市場規(guī)律

2018-08-13 17:17:10 來源：中國農(nóng)機網(wǎng)原創(chuàng) 作者：四夕 閱讀量：50889 評論

　　【中國農(nóng)機網(wǎng) 編輯視角】沿著界石從南至北有一條性的莊嚴(yán)無犯的壟梁，長滿野艾、馬鞭草、菅草、薄荷、三棱子草、節(jié)兒草以及旱長蟲草等雜草……這條堅守著延續(xù)著幾代人生命的壟梁，在鹿家父子的镢頭鐵锨下正一尺一尺地消失，到后晌套上騾子用犁鏵耕過，這條壟梁就蕩然無存了，自家原有的一畝三分地和新買的白家的二畝地就完全和諧地歸并成一塊了。
 
　　——陳忠實《白鹿原》
 
　　作為一部現(xiàn)實主義傳統(tǒng)文學(xué)的代表作，白鹿原中有著大量對農(nóng)耕文明的描寫，扎根于土地的文化成為了這部小說的魂。1997年，《白鹿原》獲得*四屆茅盾文學(xué)獎，此后，小說被改編成同名電影、電視劇、話劇、舞劇、秦腔等多種藝術(shù)形式。
 
　　尤其是2017年同名電視劇熱播，并且獲得第31屆飛天獎“歷史題材電視劇獎”以及第24屆上海電視節(jié)“白玉蘭獎”的佳電視劇、佳導(dǎo)演、佳攝影后，更是讓白鹿原這個*西安特色的文化IP成為了資本追逐的對象。
 
　　僅僅200多平方公里的白鹿原上基于《白鹿原》這個IP而衍生的旅游景點，分布了至少6家以“白鹿原”為主題的特色鄉(xiāng)村旅游項目。白鹿原民俗文化村是個，但也成了先衰敗的一個。2016年5月1日，白鹿原民俗村開業(yè)當(dāng)天就接待游客12萬人次，紅極一時，但是僅僅兩年，已經(jīng)有300余商戶關(guān)門大吉。緣何“白鹿原走下神壇”？這背后揭示出的市場規(guī)律對我們農(nóng)機行業(yè)又有什么警示？
 
　　同質(zhì)化競爭嚴(yán)重，品牌被過度消費
 
　　景點扎堆出現(xiàn)，展示內(nèi)容同質(zhì)化競爭嚴(yán)重，缺乏特色，對白鹿原品牌的過度消費成為了其走下坡路的導(dǎo)火索。就這幾家景點而言，除白鹿原影視城相對規(guī)模較大，與其他幾家景點有一定的差異性以外，其他的基本文化元素雷同：主打傳統(tǒng)文化，以古建筑為特征，主營業(yè)務(wù)——賣小吃。
 
　　這在農(nóng)機行業(yè)問題同樣嚴(yán)重，中低端農(nóng)機產(chǎn)品的低價無序競爭已經(jīng)擾亂了市場秩序，阻礙了市場的理性發(fā)展。市場上，功能雷同、樣式雷同的農(nóng)機產(chǎn)品比比皆是，企業(yè)自主創(chuàng)新能力弱，尤其是一些小企業(yè)盲目跟風(fēng)生產(chǎn)，結(jié)果不僅僅是低價競爭擾亂市場秩序，對其自身而言，也有可能因為相對飽和的市場狀態(tài)而得不償失。
 
　　爭搶白鹿原IP，兩個管委會并存
 
　　讓人啼笑皆非的是為了爭搶“白鹿原”這個大IP，同屬西安市的灞橋區(qū)和藍(lán)田縣，分別成立了各自的白鹿原管委會，共用名號，互不干擾。景區(qū)IP是當(dāng)人們提到這些景區(qū)時，首先會想到的具有代表性的經(jīng)典，是旅游景區(qū)傳播的核心內(nèi)容。這個IP可以是一個元素，一種感覺，一類產(chǎn)品，無論是何種元素，都具有排他性和獨特性。
 
　　而如果僅僅是為了爭搶IP卻沒有自己獨特的內(nèi)容的話，同樣很難被人們所記住。在農(nóng)機行業(yè)，固然農(nóng)機無人駕駛、共享農(nóng)機等新形式宣傳噱頭十足，但是如果農(nóng)機質(zhì)量不過關(guān)，或者是服務(wù)難以為繼等問題存在的話，那么這個賣點也終究只是“空中閣樓”了。
 
　　“造村”熱下的文化深度挖掘問題
 
　　在白鹿原投資繁榮的背后，暴露的其實是以名村古鎮(zhèn)為主體的鄉(xiāng)村旅游開發(fā)的同質(zhì)化競爭、文化挖掘深度不夠等問題。隨著“古村熱”的興起，越來越多地方開始熱衷于“造村”。一樣的灰色仿古建筑、仿古門頭，運營模式也無非是“熱門景區(qū)+特色小吃”，缺乏能夠反映出景區(qū)的特色和自然文化根源。
 
　　景區(qū)IP應(yīng)該做的是豐富其文化內(nèi)涵，而不應(yīng)該僅于淺顯的文字表達(dá)。在借助文學(xué)IP打造景點IP的時候，既要做好充分的市場調(diào)研，根據(jù)本地特色對景區(qū)進(jìn)行定位及營銷，同時也要開發(fā)出更多深度參與性活動。
 
　　農(nóng)機產(chǎn)品在生產(chǎn)的時候同樣也要因地制宜，根據(jù)我國的農(nóng)業(yè)市場現(xiàn)狀生產(chǎn)出更加適合的農(nóng)產(chǎn)品，而非是對國外大型農(nóng)機的照搬或者是在南方丘陵地區(qū)使用北方平原適用型機械的尷尬情況。只有真正適合的才是好的。
 
　　小結(jié)
 
　　白鹿原“走下神壇”揭示出的市場發(fā)展規(guī)律，對于農(nóng)機行業(yè)來說同樣適用。我們應(yīng)當(dāng)以此為警示，不為宣傳噱頭忽視農(nóng)機質(zhì)量，不盲目跟風(fēng)創(chuàng)新研發(fā)出農(nóng)機新產(chǎn)品，重視市場調(diào)研因地制宜生產(chǎn)農(nóng)機，保障農(nóng)機行業(yè)的健康有序發(fā)展。

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