Research On The Optimization Of Marketing Strategies For Micro And Small Enterprises Of Edible Fungus-A Case Study Of A Enterprise

Edible fungi has the characteristics of nutrition,intelligence,anti-aging and health care.With the proposal of the “Healthy China Strategy”,bacterial medicines are gradually being used on prevent and improve diseases,and fungus health products,fungus beauty products are favored by more and more people.My country is the world’s largest producer,exporter and consumer of edible fungi.The number of employees in related industries has reached 30 million people,also,the output and number of employees rank is first in the world,it covers 24 provinces,municipalities and autonomous regions across the country,vital to the development of the national economy.Under the background of rural revitalization,my country’s small and micro edible mushroom enterprises have similar planting and production technology with large mushroom enterprises,but their marketing construction is still in the exploratory stage.Therefore,optimizing the marketing strategy plays a very important role in improving the core competitiveness of small and micro edible mushroom enterprises.First,based on the PEST analysis tool and Porter’s five forces model,this paper analyzes the macro and industry environment faced by Company A.Secondly,through interviews with Company A’s executive team and customers,the current situation and marketing strategies of the company’s edible fungi are analyzed,and through in-depth analysis of the problem,it was found that there is a lack of marketing team in company A,and the product market positioning is not clear;the primary processing products are dominated,and the brand value is not deeply explored;the price strategy is single,and the pricing mechanism is not scientific;the agency channel is the main channel,and the omni-channel layout is lacking;There are few marketing issues such as promotion activities and small scale of the industry.In order to deal with the above marketing problems,this article quantitatively analyzes the influencing factors of consumers’ purchase of edible mushroom products through a questionnaire survey.Based on STP theory and 4Ps marketing theory,highlight the characteristics of edible mushroom’s nutrition,beauty,anti-cancer,etc.;Put forward the marketing optimization strategy of the enterprise.That is to adjust the selection and positioning of the target market;optimize the product mix,develop deep-processed products,tap the brand connotation,and enhance the added value of products;implement differentiated pricing for different products,customers and seasons;establish online and offline omni-channels to strengthen the mainstream of target customers Media placement and public relations promotion.Through the optimization research on the marketing strategy of A edible fungus company,this paper reveals the corporate marketing problems faced by A company,and gives feasible solutions and safeguards.Helping enterprises improve performance and achieve healthy and sustainable development.At the same time,it also provides inspiration for the marketing strategies of small and micro edible mushroom enterprises in the same industry.