4C理论视角下食用菌消费行为及企业营销策略的优化  

Improvement of Consuming Behavior of Edible Fungi and Marketing Strategy of Enterprise Based on the 4C Marketing Mix Theory

作　　者：阎斌[1] 侯艳艳[1] 衣国驹 YAN Bin;HOU Yan-yan;YI Guo-ju(Chengde Petroleum College,Chengde 067000,China)

机构地区：[1]承德石油高等专科学校,河北承德067000

出　　处：《中国食用菌》2020年第5期160-162,共3页Edible Fungi of China

基　　金：承德市社会科学发展研究重点项目(20191005、20193074)。

摘　　要：当前食用菌企业竞争激烈,各个企业需要对自身的营销策略进行不断优化,才能够提高企业的竞争实力。4C营销理论是以消费者为中心,以消费者需求为导向的,可以帮助食用菌企业改进和优化营销策略。本文在4C理论视角下对消费者食用菌消费行为进行了调查分析,然后给出了食用菌企业营销策略的改进策略。At present,the competition of edible fungi enterprises is fierce.Each enterprise needs to optimize its own marketing strategy to improve its competitive strength.4C marketing theory is consumer centered and consumer demand oriented,which can help edible fungi enterprises to improve and optimize their marketing strategies.From the perspective of 4C theory,this paper makes an investigation and analysis of consumer's consumption behavior of edible fungi,and then gives the improvement strategy of marketing strategy of edible fungi enterprises.

关 键 词：4C理论 食用菌 消费行为 营销策略 

分 类 号：S646.9[农业科学—蔬菜学] F274[农业科学—园艺学]