Zhou Mo
ABSTRACT
Marketing strategies are critical in enhancing the performance and competitiveness of agricultural enterprises, especially in dynamic and highly competitive markets. This study investigates the relationship between marketing strategy implementation and enterprise performance in Maoming City, China—an area abundant in agricultural resources but facing development constraints. Using a mixed-methods approach, the research collected data through surveys and interviews with managers, owners, and employees of agricultural enterprises, examining the extent of marketing strategy application across the four Ps: product, price, promotion, and place, and its impact on performance dimensions, including financial outcomes, customer satisfaction, internal processes, and organizational growth. The findings indicate that enterprises generally implement marketing strategies to a great extent, with effectiveness influenced by business type, years of operation, and workforce size, though not by capitalization. A moderate positive correlation was observed between marketing strategy implementation and enterprise performance, underscoring the value of strategic marketing for operational success. Despite these achievements, enterprises face persistent challenges, including limited financial management capability, weak market competitiveness, high logistics costs, insufficient technological adoption, and inadequate access to financing and policy support. Based on the findings, a practical plan of action is proposed to strengthen marketing strategy execution, enhance organizational performance, and address operational challenges, thereby promoting long-term sustainability. This study fills a gap in the literature by focusing on mid-tier agricultural enterprises in Maoming, offering empirical evidence to guide management decisions, improve regional agricultural competitiveness, and inform policy formulation for sustainable enterprise development.
Keywords: Agricultural enterprise, marketing strategies, business performance
https://doi.org/10.57180/qeab5891