Research On Yunnan’s Wild Mushroom Brand Marketing

Yunnan province has rich resources of wild fungi, variety complete, high nutritional value, export quantity, export category, exports ranked first in the country. Wild mushroom is favored by consumption in Yunnan Province, a huge share of food in Yunnan market. But the province of consumers do not understand the method of eating wild mushrooms and nutritional value of wild mushroom, consumer awareness has not been set up yet, so for many years the Yunnan wild mushroom in the province’s share of sales is not very optimistic, no wild mushroom products brand well-known. At present, the biggest problem facing Yunnan wild mushroom brand marketing is how to enhance the visibility of their products and added value, creating a brand image and occupy the market outside the province. Through excavating and propaganda of wild edible fungi of medicinal value and nutritional value of Yunnan Province, and then registered geographical indications, marketing means marketing, realize the Yunnan wild mushroom brand image portraying. In order to Yunnan wild mushroom processing enterprises to enhance brand image and self perfection, to promote the marketing of Chinese enterprises brand business skills, the need to improve the Yunnan wild mushroom marketing strategy, enhance the enterprise’s market analysis and ability to cope with risk; promote our brand capacity, promote social economic development, enhance the international competition ability of our country’s local products.In this paper, the marketing of wild edible fungi in Yunnan brand as the object of study, through the marketing strategy theory, brand marketing theory and discusses the food safety related theory, based on the literature review of marketing at home and abroad market, analyze the market situation and development trend of the Yunnan wild mushroom market, and market segmentation and positioning products to its. On this basis, making the Yunnan wild mushroom brand marketing strategy, and Hengyuan food company brand marketing improvement measures in detail, so as to promote enterprise brand image enhancement and self perfection, improve business skills and level of Yunnan wild mushroom brand marketing.