基于新媒体的野生食用菌营销渠道优化路径  

Optimization Path of Wild Edible Fungi Marketing Channels Based on New Media

作　　者：肖春兰 XIAO Chun-lan(Tianhe College of Guangdong Polytechnical Normal University,Guangzhou 510000,China)

机构地区：[1]广东技术师范大学天河学院,广东广州510000

出　　处：《中国食用菌》2020年第5期228-230,共3页Edible Fungi of China

基　　金：2018年度广东省本科高校教学改革项目(2018SJG03)。

摘　　要：野生食用菌产业现有的营销渠道和营销方式已经不能满足新时代人们对野生食用菌多样化的市场需求,而新媒体发展迅速,正在改变着人们的生产方式、生活方式,甚至是消费习惯。基于对野生食用菌现有营销渠道模式进行分析,指出存在的问题,在此基础上,提出了应用新媒体进行野生食用菌营销的路径,以优化野生食用菌的营销渠道,这对于野生食用菌产业发展具有重要意义。The wild edible fungi industry is constantly developing as a sunrise industry.Although there are stable marketing channels,the existing marketing methods can no longer meet the market demand for wild edible fungi in the new era.At present,the rapid development of new media is changing the way people live and produce,and even their consumption habits.Based on the analysis of the existing marketing channels of wild edible fungi,this paper points out the existing problems.Several models of applying new media for marketing of wild edible fungi are proposed to expand marketing channels of wild edible fungi.Use new media to optimize marketing channels is of great significance for the development of the wild edible fungi industry.

关 键 词：新媒体 野生食用菌 营销渠道 交互式营销 

分 类 号：S646.9[农业科学—蔬菜学]