数字化转型与现代营销策略：兴仁薏仁米品牌建设与市场拓展的路径研究

Digital Transformation and Modern Marketing Strategies: Research on the Path of Brand Building and Market Expansion of Xinren Job’s Tears

摘要: 贵州省兴仁市是薏仁米的主要产地之一，其传统农业技术和丰富的遗产文化体系为该地区薏仁米产业发展奠定了坚实基础。在数字化转型的背景下，如何结合现代营销策略推动产业高质量发展，成为当前薏仁米产业发展的关键问题。本研究运用了SWOT分析方法，全面探讨了兴仁薏仁米产业的现状、挑战以及未来的发展潜力。在对策建议部分重点讨论了如何利用数字技术如电商平台、社交媒体和大数据等手段提升品牌知名度、拓展市场，以及跨境电商的发展前景，并提出了相关对策，这为兴仁薏仁米的品牌建设和市场拓展提供了理论支持和实践建议。

Abstract: Xingren City, Guizhou Province is one of the main production areas of Job’s tears, and its traditional agricultural technology and rich cultural heritage system have laid a solid foundation for the development of the Job’s tears industry in the region. In the context of digital transformation, how to combine modern marketing strategies to promote high-quality industrial development has become a key issue at present. This study used the SWOT analysis method to comprehensively explore the current situation, challenges, and future development potential of the Xinren Job’s tears industry. The article focuses on how to use digital technologies such as e-commerce platforms, social media, and big data to enhance brand awareness, expand markets, and the development prospects of cross-border e-commerce, and proposes relevant countermeasures. The research provides theoretical support and practical suggestions for the brand building and market expansion of Xinren Job’s tears.