摘要
近年来，经济发展水平不断上升，人们的消费观念已从“果腹”型向“科学”
型转变，保健、营养、生态、有机农产品越来越受到农产品市场欢迎，消费习惯
从传统的对农产品数量的追求转向对农产品绿色、健康、安全方面的追求，人们
对原生态健康食品需求量越来越大。食用菌作为贵州特色优势产业，被贵州省委
省政府列入农村产业革命 12大重点产业，把食用菌产业作为发展区域经济，优
化农业产业结构，快速促进农民增收致富的重要抓手，出台了很多优惠政策，刺
激食用菌产业发展的同时，也加剧了行业内各企业间的竞争。
贵州盘正农业有限公司（以下简称盘正农业）是一家以菌类种植、林下种植、
加工和销售为一体的企业。本文以盘正农业红托竹荪销售策略为研究对象，通过
分析企业红托竹荪产品营销策略与市场环境运行机制的契合度，找出其存在的问
题与不足，结合现状提出有针对性的优化策略，进一步加大企业红托竹荪产品的
市场占有率，提高产品销售收入，增强企业综合实力。
本文通过访谈法、问卷调查法对盘正农业红托竹荪产品目前的营销策略进行
分析，发现存在以下问题。产品品种单一、包装简单、品牌意识不强、产品定价
不科学、渠道及促销方式简单等问题。针对具体问题提出指导建议，加快产品“绿
色食品”和“有机食品”认证、完善产品品牌建设、优化产品包装、科学定价、
通过互联网科技拓宽营销渠道，并根据产品生命周期特征，选择广告、公共关系
人员推销等促销策略，为企业的良性发展保驾护航。
关键词：绿色产品
红托竹荪
营销策略
I

Abstract
In recent years, the rising level of economic development, people's
consumption concept has been from the "stuff" to "science", health care,
nutrition, ecological, organic agricultural products more and more
welcomed by agricultural products market, consumption habits from
traditional pursuit of quantity of agricultural products to the pursuit
of green agricultural products, health, safety, people more and more
demand for original ecological health food. Edible fungus as a special
advantage industries in guizhou, guizhou provincial government on the
ruralindustrialrevolution12keyindustries,theediblefungusindustry
as a regional economic development, optimize the agricultural industrial
structure, promote the importance of increasing farmers' income to get
rich quickly gripper, issued many preferential policies to stimulate the
developmentofediblefungusindustryatthesametime,hasalsoincreased
the competition between enterprises in the industry.
Guizhou Panzheng Agriculture Co., LTD. (hereinafter referred to as
Panzheng Agriculture) is an enterprise integrating fungus cultivation,
understory cultivation, processing and sales. Based on the plate is
agricultural dictyophora rubrovalvata sales strategy as the research
object, through the analysis of enterprise dictyophora rubrovalvata
product marketing strategy and the fit of the operation mechanism of
market environment, points out the problems and deficiencies of the
existing, combined with current situation put forward the optimization
strategy of targeted, further strengthen enterprisedictyophora
rubrovalvata products market share, improve product sales, the
enhancement enterprise comprehensive strength.
This paper analyzed the marketing strategy of Panzheng Agricultural
dictyophora rubrovalvata products through interview and questionnaire
survey, and found the following problems. The product variety is single,
the packaging is simple, the brand consciousness is not strong, the
product pricing is not scientific, the channel and the promotion way is
simple and so on. Guidance Suggestions for the specific problem, speed
up product "green food" and "organic food" certification, improve the
product brand construction, optimization of product packaging,
II

scientific pricing, via the Internet technology broaden the marketing
channels, and according to the characteristics of the product life cycle,
choose advertising, public relations staff to promote marketing
strategies, the escort for the benign development of the enterprise.
Key words Green Product Dictyophora Rubrovalvata Marketing Strategy
III
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