项目创制方在推广政策和项目时会采取一定的策略。项目的推广可以依托示范作用。宁夏C村、宁夏D村和新疆J村基于本村的特色产业，展开了建立本村项目的积极探索，试图通过打造成功的示范户，发挥示范户的示范效应，实现示范户和其他农户的共同参与，从而促进项目在村庄内部的推广。因此，本文提出的问题是：示范机制如何能推动村内项目的推广？具体而言，如何判断项目实现了有效的推广，项目效果背后的影响因素和作用机制是什么？

为了回答上述问题，本文基于胡德的政策工具理论、切克兰德的政策试点效果评估模型和社会网络理论，提出“资源基础——项目推广策略——项目推广效果”的研究框架，并从“政策动员——社会网络——群众参与”的主体互动逻辑中去分析项目推广背后的作用机制。本文采取案例比较的研究方法，选取宁夏C村的牛羊养殖项目、宁夏D村的经济作物种植项目和新疆J村的黑肥皂项目作为重点研究对象，基于实地调研和对多个主体的访谈，对它们的项目推广效果及其影响因素作比较分析。

通过案例描述和比较分析，本文发现：第一，村内群众的广泛参与和无差别化发展意味着项目实现了有效的推广；第二，物质资源、群众资源、权威资源、资金资源等项目资源以及政府采取的“构建项目方案、动员重点对象、调动现有资源”等策略都会影响项目的推广；第三，根据本文的研究，3个村庄内部的项目分别形成了“集体示范下项目在全村的整体推广”，“单个示范下项目在村内的局部推广”，“择优示范下项目在村内未发生推广”的项目结果。

在案例比较研究的基础上，本文认为当地的资源禀赋、项目推广者的不同策略都会产生不同的项目推广结果；在推广的过程中，成功塑造示范和发挥示范的辐射带动作用都很重要。项目推广背后各主体存在“政策动员——群众参与”的行动逻辑，这些主体在社会网络关系的作用下会产生行为的扩散。因此，在立足本地实际的同时，充足的资金是必要的，还要有效发挥基层政府和村两委的权威作用，调动群众的积极性。

以上研究为乡村振兴和农村产业发展中如何动员广大群众提供了启示。最后，本文对农村中如何进行项目的有效推广提出政策建议。本文认为要促进项目的有效推广，应该进行权威引导，引入资金支持，巧用动员策略，推动群众参与。

Project creators adopt certain strategies when promoting policies and projects. The promotion of the project can rely on the role of demonstration. Based on the characteristic industries of their villages, Ningxia Village C, Ningxia D Village and Xinjiang J Village, Ningxia Village has carried out active exploration of establishing their own village projects, trying to create successful demonstration households, give play to the demonstration effect of demonstration households, and realize the joint participation of demonstration households and other farmers, so as to promote the promotion of the project within the village collective. Therefore, the question raised in this paper is: how can the demonstration mechanism promote the promotion of projects within village collectives? Specifically, how to judge the effective promotion of the project, and what are the influencing factors and mechanisms behind the project effect?

In order to answer the above questions, based on Christopher C. Hood's policy tool theory, Checkland's policy pilot effect evaluation model and social network theory, this paper proposes a research framework of "resource base-project promotion strategy-project promotion effect", and analyzes the mechanism behind project promotion from the subject interaction logic of "policy mobilization-social network-mass participation". This paper adopts the case comparison research method, selects the cattle and sheep breeding project in Ningxia C village, the cash crop planting project in Ningxia D village and the black soap project in Xinjiang J village as the key research objects, and compares and analyzes the project promotion effect and its influencing factors based on field research and interviews with multiple subjects.

Through case description and comparative analysis, this paper finds that: first, the extensive participation and undifferentiated development of the people in the village mean that the project has been effectively promoted; Second, project resources such as material resources, mass resources, authoritative resources, and financial resources, as well as the government's strategies of "constructing project plans, mobilizing key targets, and mobilizing existing resources" will affect the promotion of projects; Third, according to the research in this paper, the projects in the three villages formed the project results of "overall promotion of projects in the whole village under collective demonstration", "partial promotion of projects under individual demonstrations in the village", and "projects under merit-based demonstration without promotion in the village".

Based on the comparative case study, this paper argues that local resource endowments and different strategies of project promoters will produce different project promotion results. In the process of promotion, it is important to successfully shape the demonstration and play the radiation driving role of the demonstration. There is an action logic of "policy mobilization - mass participation" among the subjects behind the promotion of the project, and these subjects will produce the diffusion of behavior under the action of social network relations. Therefore, while basing ourselves on local realities, sufficient funds are necessary, and it is also necessary to effectively give play to the authoritative role of grassroots governments and village committees and mobilize the enthusiasm of the masses.

The above research provides enlightenment for how to mobilize the masses in rural revitalization and rural industrial development. Finally, this paper puts forward policy suggestions on how to effectively promote projects in rural areas. This paper argues that in order to promote the effective promotion of projects, it is necessary to carry out authoritative guidance, introduce financial support, and skillfully use mobilization strategies to promote public participation.