Transformation Path of Small and Medium-Sized Food Wholesalers under Digital Transformation

International Economics and Trade, Chengyi College of Jimei University, 361021 Fujian, China

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Abstract

With the continuous development of the Internet, traditional food wholesalers are constantly facing new challenges, while digital transformation also brings new opportunities to traditional enterprises. However, previous research on digital transformation among food wholesalers has been limited to large enterprises, while specific analyses on the digital transformation pathways for small and medium-sized food wholesalers remain insufficient. Therefore, this study aims to investigate the differences in digital marketing mechanisms between large enterprises and small-to-medium-sized enterprises, as well as the digital transformation pathways for small-to-medium food wholesalers. To address the aforementioned issues, this study employed a multi-case comparative analysis approach. Through detailed analysis of real-world cases, it was found that small and medium-sized food wholesalers can achieve digital transformation in four key areas: technological adaptability, organizational change, policy implementation, and ecosystem collaboration. This study provides references for the digital transformation of small and medium-sized food wholesalers, while also holding significant importance for maintaining their competitiveness in the ever-changing market.