共生视角下南通季和米业网络营销的困局与机遇

Dilemmas and Opportunities in Online Marketing of Nantong Jihe Rice from a Symbiosis Perspective

摘要: 本研究基于共生理论视角，系统探讨了南通季和米业在网络营销过程中的战略困境与优化路径。通过构建“共生单元–共生关系–共生环境”三维分析框架，深入剖析了企业在网络营销体系中与农户、消费者、平台等多方主体的互动机制及其存在的结构性矛盾。研究显示，南通季和米业在网络营销中面临共生单元能力断层、共生关系松散、共生环境支撑不足等系统性挑战。针对这些问题，本文提出了强化数字营销能力体系、构建价值共创机制、优化外部政策与技术环境等战略重塑路径，旨在推动企业实现从传统销售向数字化营销的转型，构建协同共生的网络营销新生态。本研究不仅为农业企业的网络营销实践提供了理论指导，也为农产品电商的可持续发展提供了可操作的策略建议。

Abstract: From the perspective of symbiosis theory, this study systematically explores the strategic dilemmas and optimization pathways encountered by Nantong Jihe Rice in its online marketing process. By constructing a three-dimensional analytical framework of “Symbiotic Units-Symbiotic Relationships-Symbiotic Environment”, the research delves into the interaction mechanisms between the enterprise and various stakeholders—such as farmers, consumers, and platforms—within the online marketing system, as well as the structural contradictions present. The findings reveal that Nantong Jihe Rice faces systematic challenges in online marketing, including disjointed capabilities among symbiotic units, loose symbiotic relationships, and insufficient support from the symbiotic environment. In response to these issues, this paper proposes strategic restructuring paths, such as strengthening the digital marketing capability system, establishing value co-creation mechanisms, and optimizing external policy and technological environments. These measures aim to facilitate the enterprise’s transition from traditional sales to digital marketing and foster a collaborative and symbiotic new ecosystem for online marketing. This study not only provides theoretical guidance for the online marketing practices of agricultural enterprises but also offers actionable strategic recommendations for the sustainable development of agricultural e-commerce.