Research On The Marketing Mix Strategy Of Henan Jiushunda Edible Fungus Products

In the no.1 document of the CPC Central Committee in 2019,the opinions of the CPC Central Committee and The State Council on adhering to the priority of agricultural and rural development and doing a good job in the work related to agriculture,rural areas and farmers,was once again focused on these issues.Edible fungi,as a "short,flat and fast" characteristic agricultural industry in China,was mentioned again in no.1 document.China is a big producer of edible fungi,with an annual output of over 30 million tons.Compared with other agricultural industries,edible fungi have more competitive advantages in terms of earning foreign exchange through export.Xixia mushroom is a world-famous agricultural product in Henan province.Henan Jiushunda industrial co.,LTD is a modern agricultural enterprise engaged in the research and development,production and sales of edible fungi.The company adopts the development strategy of export plus domestic sales.However,since China's entry into WTO,with the constant change of the international financial environment and the constant adjustment of tariff policies,China's agricultural exports have encountered some new trade barriers,and the competition of edible mushroom products in the international market has been increasingly intensified.For example,foreign trade protectionism,imperfect product marketing strategy,the lack of overseas market experience of high-quality talents.In this case,if the company finds the appropriate industrial development characteristics and gives full play to the company's comprehensive strength of marketing strategy,it can change the passive position,take the initiative to connect with the market,achieve benign development,and ultimately promote the prosperity of the export of products.Dominated by agricultural products marketing theory,this paper will regard Henan Jiushunda industrial mushroom products export marketing strategy as the main line,analyze the company's internal and external marketing environment from both macro and micro aspects,find out the exsiting problems in the marketing process,and put forward some suggestions to improve the marketing strategy.We hope this study can help Henan Jiushunda industrial company to enter the overseas market faster and improve the competitiveness of its products in the international market.