The Konzen Edible Fungus Mushroom Overseas Marketing Strategy

Our country is a big country of mushroom producing. Mushroom industry has made great and good effect on the coordination of countryside economical structure and industrial structure. But the problem of marketing and trade is becoming more and more severe in the late years. It has handicapped the development of this industry. Shanghai KangSheng company has developed a process product named mushroom-stick, which has broken a new channel for overseas marketing of mushroom.This thesis is based on the agri-product marketing theory and green marketing theory. It also combines with some other marketing theories and my experience on the practical work. The thesis makes a study to overseas marketing strategy of KangSheng mushroom-stick. It starts from marketing environment of mushroom-stick and analyzes the features of competition situation of mushroom market and the products of KangSheng mushroom-stick in detail, especially expounds product-marketing strategy, green marketing strategy, and puts forward price strategy, place strategy, promotion strategy, onlinemarketing strategy, cooperation and joint venture strategy and public relations strategy. It builds up the combination of overseas marketing strategy of mushroom-stick. I hope it may give some good marketing references for successfully exploiting and widening overseas market of KangSheng mushroom-stick, and have some example purposes to other mushroom factories.