Research On The Marketing Strategy Of Huangsongdian Black Fungus, A Geographical Indication Product, Under The Background Of "Internet +

Agriculture,as an important foundation of the national economy and a guarantee industry for the development of the national economy,has an important impact on the economic development of our country.As a result of agricultural production,agricultural products have certain limitations in their traditional marketing methods,and the difficulty in selling agricultural products has become an unfavorable factor impeding the development of agriculture and rural areas in our country.The report of the 20 th National Congress of the Communist Party of China proposes that "comprehensively promoting rural revitalization,adhering to the priority development of agriculture and rural areas" and "three rural issues" have always been the top priority of the entire Party’s work.With the development and application of Internet technology,"Internet plus Agriculture" came into being.In order to promote the marketing of "Internet plus" agricultural products,since the General Office of the State Council issued the Guiding Opinions on Accelerating the Development of Rural E-Commerce in 2015,the country has successively issued many policies on rural e-commerce development and "Internet plus Agricultural Products" to promote agricultural and rural modernization and the development of digital countryside.Huangsongdian Town,Jiaohe City,Jilin Province,is an important producer of black fungus in China,known as "the first town of black fungus in China" and "the hometown of black fungus in China".Huangsongdian Black Fungus is rated as "China Famous Brand Product","China National Geographic Indication Product",and "Jilin Province Famous Brand Product".It is an important pillar industry of agricultural production in Jiaohe City.However,as an excellent agricultural product with geographical indications,the sales channels of Huangsongdian Black Fungus are not fully integrated with the "Internet" today when Internet technology and applications are highly developed.The degree of marketing of "Internet plus" Huangsongdian Black Fungus is still relatively low,and its product sales channels are still relatively traditional.In order to solve the problems and difficulties encountered in the marketing of geographical indication product Huangsongdian agaric under the current "Internet plus" background,promote agricultural and rural modernization,develop digital rural construction,realize the effective connection between the consolidation and expansion of poverty alleviation achievements and rural revitalization,promote the development of local agaric industry,and improve the economic income of producers,operators and farmers of Huangsongdian agaric,this paper,based on literature research,field observation Based on interviews and 1105 consumer questionnaires,this paper summarizes relevant research at home and abroad,analyzes the current marketing situation of geographical indication product Huangsongdian Black Fungus under the background of "Internet plus" by using relevant marketing theories,and analyzes the problems in its product strategy,price strategy,channel strategy,and promotion strategy,Finally,combined with consumer questionnaires and classic marketing cases of geographical indications,it provided strategic optimization for the marketing of geographical indication product Huangsongdian Black Fungus under the background of "Internet plus",and designed a package for Huangsongdian Black Fungus,and obtained a design patent.