From Scale Expansion to Value Deepening: The Breakthrough Path of Sustainable Marketing for County-Level Decoration Enterprises

Abstract

Driven by the rural revitalization strategy and consumption upgrading in county-level areas, the home decoration industry is embracing new development opportunities in sinking markets. However, many enterprises generally fall into the development dilemma of “prioritizing scale over value”. Taking sustainable development theory as the core, this paper integrates 4P, 4C marketing theories and green marketing concepts, systematically analyzes the marketing status of county-level home decoration enterprises, and constructs a four-in-one sustainable marketing system covering product innovation, channel optimization, digital marketing and social responsibility practice. Through typical case studies and empirical analysis, the effectiveness of strategies such as green material application, in-depth community operation, digital tool integration and localized content creation is verified. This study aims to provide theoretical foundations and practical references for county-level home decoration enterprises to break through growth bottlenecks, achieve green transformation, enhance market competitiveness, and promote high-quality industry development under the background of rural revitalization.