文章基于农村抖音网红数量、销售额、粉丝量构建发育水平综合指标,运用类型划分、核密度和位序—规模法则等方法分析了中国农村抖音网红发育水平的空间格局并分析其影响因素。结果表明：①从整体空间差异看,农村抖音网红呈现“一主两次两节点”的空间集聚特征,主核心区位于鲁豫皖交汇及其邻近区域,两个次核心区分别位于郑许地区以及连云港、宿迁和徐州的交界处,另外在重庆和四川南部形成两处中等密度核心节点。②从类型划分与空间差异看,短视频类和非带货类的高密度集聚区均位于重庆和以商丘为中心的鲁豫地区,视频带货类集中在宜宾、丽水及河南东部,直播类、带货类和直播带货类与整体基本一致但等级层次有所提升。③从位序—规模特征看,整体拟合曲线偏离理想状态,“头部”城市数量少且离散分布,“中部”城市数量多但层级不分明,“尾部”城市差距较大,出现断层现象。从各类型看,直播类、带货类和直播带货类的分布与整体相近,视频带货类较符合理想形态,而短视频类和非带货类则呈现明显的极化和断层现象。④从影响因素分析看,农村人口规模支撑下“草根达人”崛起和宽松的电商政策环境是影响农村抖音网红整体发育水平的主导因素,农村经济发展水平次之,农业科技支撑作用一般,但对于各类型农村抖音网红发育水平具有不同的解释强度。
Based on the quantity,sales and fan numbers of Internet celebrities of Douyin in rural areas of China,this study constructs a comprehensive index of its development level,and analyzes the spatial characteristics and the influencing factors of rural Internet celebrity development of Douyin in China by the means of type classification,kernel density and rank-size law. The results show that: 1) From the overall spatial distribution,rural Internet celebrities of Douyin have shown spatial clustering characteristics of "one core area,two sub-core areas,and two nodes". The core area is located at the boundary between Shandong,Henan and Anhui and their adjacent areas,and the two sub-core areas are located in Zhengzhou,Xuchang and the boundary between Lianyungang,Suqian and Xuzhou. In addition,two medium-density core nodes are formed in Chongqing and southern Sichuan. 2) From type classification and spatial differences,the high-density agglomeration areas of short video type and non-sales type are located in Chongqing and the Shandong-Henan region centered on Shangqiu. Video sales type is concentrated in Yibin,Lishui and eastern Henan. Live streaming type,sales type,and live streaming sales type of rural Internet celebrities generally align with the overall trend but with an elevated level of hierarchy. 3) From the rank-size characteristics,the fitting line deviated from the ideal,it has the small number of the high-level areas which show discrete distribution,it has the large number of medium-level areas which show the characteristic of undifferentiated hierarchies,while low-level areas have obviously gaps. From the various types,live streaming type,sales type and live streaming sales type are consistent with overall trend. Video sales type conforms to the ideal state,while short video type and non-sales type exhibit pronounced polarization and discontinuity. 4) In terms of influencing factors,the rise of "grassroots talents" supported by the rural population scale and the loose e-commerce policy environment are the dominant factors that affect the overall development level of rural Internet celebrities of Douyin. The secondary factor is the level of rural economic development,while agricultural technological support plays a general role. However,there are different explanatory power for the development level of each type of rural Internet celebrities of Douyin.
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