Analysis Of Yunnan Edible Fungi Current Market And Marketing Positioning

With the development of economy and the exaltation realized healthily among people, edible germ, which is natural, nutritious and healthy, gets more and more popular by large consumers. In recent years, our country the edible germ industry gets a strongly support from nation and government, develops quickly and becomes one of the three greatest industries in agriculture. The production value of Yunnan's wild edible germ, which shares more than half of total production value in our country, becomes the national support point.This treatise consists of two researching contents, namely, the current market analysis of edible fungi in Yunnan Province and the marketing orientation analysis based on the convenient products of edible fungi in Yunnan.The local market status analysis, first of all, is based on the macro-environment of the market, including relevant policy and law environment, economic environment, social and cultural environment and technological environment. Then, an analysis of the edible fungi resources and the current status of development will be followed. The unique climate of Yunnan province gave birth to the most abundant wild edible fungi resources in our country and each kind of edible fungi market is of its own feature. The exports volume of Yunnan edible fungi accounts for half of the total volume of China, which contributes to the indispensability of the analysis of the exporting status. What's more, an analysis of the domestic market of the local edible fungi will be illustrated, including the sales status of Yunnan edible fungi all over China and the local market status. The last part is the development trend and demand forecast of Yunnan edible fungi market, and the forecast of the development and demand in terms of market.Macroscopic environment has the control and direction functions to the activities of the whole market. The environment analysis of the policy law influences the development of the production business in Yunnan's edible germ market and the gains or losses policy of the nation and Yunnan's government. In our country, under the atmosphere that the edible germ industry is supported strongly, government in Yunnan also continuously enlarges the growth of the edible germ industry and the norm of the market, and makes edible germ in Yunnan have good market environment. In the market, the development of enterprise cannot live without economic devotion, while the consumers purchasing merchandise also need to be based on income. The economic environment is the foundation of the enterprise financing and the consumers' purchase ability in the market, so it is necessary to carry on an analysis. Yunnan influences production and creative direction of market product by eating germ food habit, choosing the kinds of the germ species and so on social cultural habits. Technique environment to the enterprise in market contains the function of technique support, while the competition ability decides a market basically. The edible germ resources that are enriched in Yunnan make edible germ market vibrant, not only the edible germ category become varied, but also improve the production continuously with innovation, and get cheap raw materials for the enterprise. Analysis of Yunnan's edible germ resources mainly talks about the investigation of the habitat, yield and inquisitions of characteristics to Yunnan's main, the biggest and most special categories. The edible germ market in Yunnan has the international, domestic and provincial three big pieces, and each market has different characteristics and needs.Another part mentioned above is marketing orientation of Yunnan edible fungi. Due to the diversification of Yunnan edible fungi, the edible fungi products are various. There will lead to a complex situation and be no representative significance if we talk in generalities about the marketing orientation. Therefore, the convenient products of edible fungi in Yunnan are selected as the standpoint to thoroughly and specifically analyze the orientation, including their competition, the consumer's behaviors, close market analysis and selection of the target market, the product, price, channel and sales-promoting marketing orientation analysis under the 4P guideline.The marketing theory is mainly applied to the second part, including the overall analysis of applying SWOT theory to the convenient products in respects of product, market and industry. The marketing orientation theory runs through the whole process from the close product analysis to sales-promoting orientation.To carry on producing, develop and throw into a market the product, it is a necessity to understand the circumstance of the market, including the analysis of raw materials, produce techniques and this product's comparisons towards others on the market and so on. The terminal point of product is consumers, and then it is impossible for a kind of product to satisfy the request of all crowds. So consumers' behavior analysis and market's subdividing is the foundation that the product throws in. Finally, marketing target is ascertained with the fixed marketing position of the product. This thesis elaborates and analyzes the fixed marketing position through production, price, and channel and promote scales these four aspects.It is concluded through the above analysis that Yunnan edible fungi market is with a wide prospect for development and its convenient products are bound to develop a larger market space on account of its unique superiority of nutrition and convenience.