Research On Marketing Strategy Improvement Of Fungus Products In Huasgeng Company

China is a major producer of edible fungi,which has become the fifth largest crop in China's agricultural field next only to grain,oil,fruit and vegetable.Compared with other agricultural products,edible fungi have more obvious competitive advantages in export and foreign exchange creation.At the same time,it also plays a positive role in promoting the transformation and upgrading of China's domestic industrial structure and expanding employment.In addition,it also plays an important role in poverty alleviation.For those areas with poor resources and environment,it is conducive to helping local farmers shake off poverty and become rich.Therefore,edible fungus industry is a sunrise industry.Under the background of continuous development of social economy and improvement of people's life quality,with the continuous enhancement of People's Daily health care awareness,the development of edible fungus industry has obtained an unprecedented opportunity,and its sales volume keeps increasing every year.Founded in October 2011,huasheng green energy agriculture group(HSGE)has become the leading integrated service provider for the development and operation of modern agricultural parks in China.Huasheng green energy--Texas wucheng photovoltaic agricultural technology demonstration industrial park was successfully connected to the Internet on September 30,2016.It is located in wucheng county,dezhou city,shandong province.It covers an area of 1200 mu,with a total investment of 357 million yuan and an installed capacity of 20 MW.In terms of edible fungi,wucheng park,with the help of the group's advantages,can gain advantages in planting edible fungi,quality of edible fungi products,domestic sales channels and other aspects,and has great potential for development.The mushroom department of wucheng park is a new development department,which belongs to the divisional structure and is independent in accounting and responsible for its own profit and loss.Paper can choose huasheng green-Texas Wu Cheng photovoltaic agricultural science and technology industrial park of fungus demonstration marketing channels for the research of this paper,the research purpose is to hopefor enterprise in the edible fungus product market development to provide more help,so that shandong province area within the scope of the enterprise's marketing,give play to the role of radiation,drive,and the surrounding areas for consumption of products of edible fungi in the national market,occupy a certain share of the mat foundation.Firstof all,the author from the perspective of enterprise marketing environment,in the marketing environment from the macro level and micro level respectively discussed on the basis of further combed the enterprise at present,in the actual situation of sales channels in fungi,points out the problems and the insufficiency,including marketing channel system planning is not reasonable,such as layout,structure,and the deficiency in the feedback mechanism and so on,and the imbalance of the channel of logistics capability.In view of these problems,the author puts forward some methods to optimize marketing channels,such as improving existing marketing channels and establishing channel feedback mechanism.Finally,in order to better strengthen the comprehensive strength of the enterprise,this paper attempts to put forward the safeguard measures needed for the improvement of channel relations,namely,the establishment of food safety assurance system,the strengthening of enterprise culture construction and the emphasis on incentive mechanism and assessment system.It is hoped that the research in this paper can help huasheng green energy--wucheng photovoltaic agricultural science and technology demonstration industrial park of Texas to expand the market of edible mushroom products for enterprises,so as to play a positive role in the future development prospects of enterprises.