企鵝冰書風(fēng)靡下的農(nóng)機(jī)發(fā)展硬道理

2018-08-04 16:02:24 來源：中國農(nóng)機(jī)網(wǎng)原創(chuàng) 作者：四夕 閱讀量：50083 評(píng)論

　　【中國農(nóng)機(jī)網(wǎng) 編輯視角】炎炎夏日，多地發(fā)布高溫預(yù)警，冰箱里的冷飲冰棍成為了不少人的心頭好，但是要放入冰箱冰凍后才能閱讀的書你有聽說過嗎？
 
　　近日，有一款圖書突然開始風(fēng)靡各大平臺(tái)，那就是《企鵝冰書：哪里才是我的家？》。圖書內(nèi)容是以一只小企鵝的視角，向孩子們講述變暖、冰川消融的現(xiàn)狀正讓小企鵝的家園慢慢消失的故事。目前，該書已榮獲2017法國戛納創(chuàng)意節(jié)“娛樂銅獅獎(jiǎng)”、2018亞太廣告節(jié)金獎(jiǎng)。
 
 
　　然而這本圖書能夠風(fēng)靡的原因卻是因?yàn)檫@是國內(nèi)在出版中使用熱敏材料的創(chuàng)新型出版物，是國內(nèi)的本兒童“冰書”，它模擬了平均氣溫持續(xù)上升、冰川消融的現(xiàn)狀。這本書的正確打開方式是在閱讀之前，需要將它放入冰箱的冷凍層冰凍15至25分鐘才能看見圖書上的內(nèi)容。而隨著溫度的上升，圖書的內(nèi)容會(huì)逐漸褪色，直至完全變成白色，成為一本“無字冰書”。
 
　　而這本圖書的風(fēng)靡其實(shí)也提示了我們農(nóng)機(jī)行業(yè)發(fā)展的硬道理。
 
　　的創(chuàng)意型圖書
 
　　創(chuàng)新是農(nóng)機(jī)發(fā)展的新出路
 
　　這本書備受歡迎大的一個(gè)原因無非就是，新鮮感是支撐其大受歡迎的根本力量。會(huì)“消失”是它大的特色，圖書受環(huán)境溫度的影響而出現(xiàn)變化，溫度在9℃以下，讀者可以很清晰地看到圖書的內(nèi)容溫度在10℃—19℃之間，圖書的內(nèi)容消色明顯，頁面上會(huì)有些許淺色痕跡；溫度在20℃以上，圖書的內(nèi)容跟隨溫度的升度，顏色消失，頁面變成白色。
 
　　此外，我們很小的時(shí)候就有聽說過“無字天書”的故事，而到現(xiàn)在為止這依然只是存在于故事中，企鵝冰書的出現(xiàn)一定程度上滿足了大家對于傳說的好奇感。而不論是這種新鮮感還是好奇感究其根本都是因?yàn)閯?chuàng)意。
 
　　在農(nóng)機(jī)行業(yè)，創(chuàng)新也是發(fā)展的新出路。隨著互聯(lián)網(wǎng)、大數(shù)據(jù)等新技術(shù)的不斷應(yīng)用，以及分享經(jīng)濟(jì)等新經(jīng)濟(jì)模式的出現(xiàn)，農(nóng)機(jī)生產(chǎn)研發(fā)及應(yīng)用顯然也在不斷進(jìn)步當(dāng)中，相對比農(nóng)機(jī)市場抄襲成風(fēng)、低價(jià)無序競爭嚴(yán)重的現(xiàn)狀，只有創(chuàng)新+科技才能讓企業(yè)在低迷的發(fā)展期殺出一條血路。
 
　　關(guān)注變暖現(xiàn)狀
 
　　綠色環(huán)保農(nóng)機(jī)受推崇
 
　　企鵝冰書不論是在故事內(nèi)容還是制作材料上都關(guān)注了一個(gè)主題——變暖。用富有溫度的自然哲學(xué)，模擬現(xiàn)實(shí)生活中的環(huán)境危機(jī)。溫度越高，冰川融化的速度就越快，小企鵝的家消失得越快；同樣地，溫度越高，冰書的內(nèi)容“消失”就越快，冰書里的故事也消失得越快。這本書方方面面都隱喻了變暖下冰川融化的現(xiàn)實(shí)危機(jī)。
 
　　年初，農(nóng)業(yè)部、財(cái)政部印發(fā)了《2018—2020年農(nóng)機(jī)購置補(bǔ)貼實(shí)施指導(dǎo)意見》，明確要優(yōu)先保證糧食等主要農(nóng)產(chǎn)品生產(chǎn)所需機(jī)具和深松整地、免耕播種、植保、節(jié)水灌溉、施肥、秸稈還田離田、殘膜回收、畜禽糞污資源化利用、病死畜禽無害化處理等支持農(nóng)業(yè)綠色發(fā)展機(jī)具的補(bǔ)貼需要，逐步將區(qū)域內(nèi)保有量明顯過多、技術(shù)相對落后、需求量小的機(jī)具品目剔除出補(bǔ)貼范圍。
 
　　當(dāng)下，中國土壤狀況仍然不容樂觀，而土壤污染一旦發(fā)生，則很難完全恢復(fù)，改變傳統(tǒng)的高投入、高消耗、高污染的種植模式，走親土種植道路成為近年來越來越多人的共識(shí)。而在此背景下，綠色發(fā)展農(nóng)機(jī)也越來越受推崇，先污染后治理的道路已經(jīng)行不通。
 
　　*一格的切身體驗(yàn)
 
　　實(shí)踐才是農(nóng)機(jī)研發(fā)制造好的經(jīng)驗(yàn)
 
　　企鵝冰書受小朋友們歡迎的另一個(gè)原因就是“沉浸式體驗(yàn)”了，讓孩子們可以親觸冰川的消融。孩子的小手在書上摸一摸，手指按一按，呵一口氣，圖書的內(nèi)容也會(huì)隨之變白，通過切身體驗(yàn)更能讓孩子接受，*一格。
 
 
　　為什么說合適的才是好的呢？企鵝冰書的受眾定為小朋友，這就意味著想要出彩必須能夠把握住這一特殊的受眾群體，小孩子好奇心強(qiáng)盛同時(shí)對于枯燥的文字內(nèi)容接受度相對較低，而企鵝冰書恰恰迎合了孩子們的好奇心及新鮮感。以往的嘗試基本都是將文字轉(zhuǎn)換為畫面來吸引小孩子，而企鵝冰書出人意料地在此基礎(chǔ)上還能讓孩子們可以能夠有切身體驗(yàn)，更好地去接受圖書內(nèi)容，引發(fā)思考。
 
　　因此，適合是能夠把握受眾心理的一個(gè)重要原因。農(nóng)機(jī)何嘗不是這樣？我國因其獨(dú)特的地形地貌特征，國外的大型農(nóng)機(jī)很難適應(yīng)我國農(nóng)業(yè)的真正需求，尤其是在丘陵地區(qū)，農(nóng)業(yè)機(jī)械化一直是一個(gè)難題。
 
　　隨著農(nóng)業(yè)發(fā)展的精細(xì)化，如何因地制宜在不同的地方研發(fā)生產(chǎn)真正適用的農(nóng)機(jī)一直是亟待解決的問題。而這一切，顯然不是閉門造車所能解決的，需要真正走到田地里去，探尋農(nóng)民的需求，在實(shí)踐中得出啟示發(fā)展農(nóng)機(jī)。

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