食用菌生态营销分析及发展策略  

Analysis and Development Strategy of Edible Fungi Ecological Marketing

作　　者：杨哲 YANG Zhe(Hainan Tropical Ocean University,Sanya 572022,China)

机构地区：[1]海南热带海洋学院,海南三亚572022

出　　处：《中国食用菌》2020年第4期142-144,共3页Edible Fungi of China

基　　金：教育部“十三五”教育科研规划全国重点课题(JYKY0627)。

摘　　要：食用菌的生产成本以及其品种本身的优势,让食用菌产业在市场得到了迅速的发展。食用菌的快速发展在这个科技技术与生活水平不断提高的背景下,依旧还是具备着“快而不强”特点。食用菌在产业化经营方式以及品种上的创新依旧需要进行研究改善。在不断完善食用菌产业经营化的同时,在产品质量上的提高以及加工方面依旧要重视起来。在产品市场上,食用菌的发展还面临着出口难度、产销量以及品牌的建立与口碑问题。在我国食用菌目前发展现状的基础上,大力开发食用菌资源,政府应高度重视,发挥地区优势,建立完善企业,加强对食用菌的开发,创建具有自己特色的品牌,建立健康、稳定的可持续发展的食用菌产业。对我国目前食用菌的生态营销分析,对食用菌的产业发展的优势以及潜在问题进行研究,并根据现状提出相应的发展策略。The production cost of edible fungi and the advantages of its varieties have allowed the edible fungi industry to develop rapidly in the market.At present,China’s edible fungi production has superior natural conditions,but it has the characteristics of“fast but not strong”,mainly manifested in backward production and management mode,less advanced production and processing technology,more difficult export,lack of certain brand effect,etc.Therefore,to vigorously develop edible fungi resources,the government should attach great importance to it,give full play to its regional advantages,establish and perfect enterprises,create brands with its own characteristics,and establish a healthy,stable and sustainable edible fungi industry.Based on the analysis of the current ecological marketing of edible fungi in China,the advantages and potential problems of the industrial development of edible fungi were studied,which puts forward corresponding development strategies according to the current situation.

关 键 词：食用菌 生态营销 品牌 口碑 

分 类 号：S646[农业科学—蔬菜学] F274[农业科学—园艺学]