数字化背景下杂粮企业营销策略研究——以S公司为例

Research on Marketing Strategies of Coarse Grains Enterprises in the Context of Digitalization—Taking Company S as an Example

摘要: 在数字化背景下，杂粮企业的营销活动有着新的机遇，首先，本文梳理相关的文献研究成果，为后续研究奠定基础。其次，以S公司为研究对象，精准识别出其在产品方面、价格方面、渠道方面、促销方面存在的问题。结合4P理论，针对性地提出杂粮产品的营销策略建议，最后，为保障所制定营销策略的顺利落实，从资金和技术方面构建具体的保障措施，为S公司杂粮的营销业务赋能，也为同类型的企业提供参考。

Abstract: In the context of digitalization, marketing activities of coarse grain enterprises present new opportunities. Firstly, this paper reviews relevant literature and research achievements to lay a foundation for subsequent research. Secondly, taking Company S as the research object, it precisely identifies the problems existing in its product, price, channel and promotion aspects. Based on the 4P theory, it puts forward targeted marketing strategy suggestions for coarse grain products. Finally, to ensure the smooth implementation of the formulated marketing strategies, specific safeguard measures are constructed from the aspects of fund and technology, to empower the marketing business of coarse grains of Company S and provide references for similar enterprises.