电商背景下食用菌产业品牌定位和品牌传播策略分析

Analysis on Brand Positioning and Brand Communication Strategy of Edible Fungi Industry under the Background of E-commerce

近年来,电商的兴起已经完全打破了传统市场营销基本架构,而互联网的出现,更是在一定程度上使得电商营销从单一的互联网条件逐渐转化为互联网与物联网相融合的环境。在这一背景下,食用菌产业在发展过程中,需要积极迎合当前市场发展需求,强化食用菌品牌定位,有效地借助互联网,合理地对品牌进行传播,有针对性的制定传播方案。

In recent years, the rise of e-commerce has completely broken the basic framework of traditional marketing, and the emergence of the internet, gradually transformed e-commerce marketing from a single internet environment into an environment where the internet and the internet of things are integrated. Therefore, the edible fungi industry must actively meet the current market development needs, strengthen brand positioning, effectively use the Internet, reasonably spread the brand, and formulate targeted communication programs in the development process.