“互联网+”背景下食用菌产品营销定位

Marketing Positioning of Edible Fungus Industry Under the Background of Internet Plus

近年来,食用菌以其味道鲜美又具有药用价值的优势受到越来越多的关注。而我国是食用菌产业上的一个重要环节。一方面,中国生产了全球80%的食用菌;另一方面,飞速发展的市场消费能力,使得中国取代美国成为全球第一大食用菌消费市场。因此,无论是跨国公司抑或是本土企业,都将中国市场重要性提升至公司战略性高度,希冀能够借助现代营销方式在这个庞大市场中占据一席之地。特别是在"互联网+"时代,传统的营销模式受到冲击,食用菌企业如何紧跟时代潮流,找准营销定位,是食用菌产业未来蓬勃发展的关键所在。

In recent years,edible fungi have received more and more attention because of their delicious taste and medicinal value.China is an important link in the edible fungus industry.On the one hand,China produces 80%of the world’s edible fungi;on the other hand,the rapid development of market consumption capacity makes China replace the United States as the world’s largest consumer market for edible fungi.Therefore,whether it is a multinational company or a local company,the importance of the Chinese market has been raised to the strategic height of the company,and it is hoped that it can occupy a place in this huge market by means of modern marketing.Especially in the Internet+era,the traditional marketing model has received an impact.How can the edible mushroom enterprises keep up with the trend of the times and find the marketing positioning is the key to the future development of the edible fungus industry.