Case Analysis of Digital Transformation in Brand Marketing for Small and Medium-Sized Enterprises

Abstract

To address the challenges of low success rate, difficulty in implementation, and poor effectiveness in the digital transformation of brand marketing for small and medium-sized enterprises (SMEs), this study employs a multi-case comparison method and in-depth interviews. It examines eight typical enterprises across three major civilian industries—fast-moving consumer goods (FMCG), catering, and retail—five of which have successfully transformed, while three have encountered obstacles. The research reveals that the core of SMEs’ transformation lies in “lightweight adaptation”—there is no need to pursue a full-chain system; instead, tool combinations should be selected based on “pain point resolution” (with a single tool’s annual investment of no more than 50,000 yuan). Successful transformation requires three key elements: precise pain point positioning, appropriate tool selection, and closed-loop data monitoring. Significant differences are observed across industries: the FMCG industry focuses on precise customer targeting and membership operations, the catering industry emphasizes public sentiment response and in-store conversion, and the retail industry breaks through inventory optimization and private domain repurchase. The “three-stage, nine-step” universal framework and industry-specific strategies proposed in this study provide a replicable transformation path for SMEs with limited budgets and no dedicated IT teams, filling the gap in empirical research on lightweight transformation.