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国家林草局最新统计数据显示，森林食品成为继粮食、蔬菜之后的我国第三 大农产品。打造森林“粮库”是国家构建多元化食物供给体系的有效手段。随着 电商平台的发展，物流体系的完善，人们健康消费观念的树立，为森林食品的发 展提供了机遇，但同时森林食品经营企业的竞争也日趋激烈，在这样的大背景下， 企业想要在未来的竞争中脱颖而出，就必须重视自身的营销策略。 本文在查阅大量关于森林食品营销的国内外相关研究文献的基础上，以伊春 市主营森林食品的伊春鑫旺公司为案例对象展开研究。首先，在描述文章写作背 景的前提下，提出研究目的和意义，选择 4P 理论、可持续发展理论作为研究的 理论基础。其次，通过调查问卷调查伊春鑫旺公司消费者的满意度，发现消费者 对公司不满意的方面主要有：产品种类有限且缺少等级划分、定价策略单一、分 销渠道狭窄、促销手段单一等几个方面。通过访谈公司相关岗位人员发现其原因 分别是：资源限制和市场定位造成产品种类少；产品特性和成本因素使得产品分 级困难；市场定位和规模经济是造成定价单一的主因；知名度、目标市场和渠道 成本造成分销渠道狭窄；预算限制和缺乏创新意识造成了促销方式单一的局面。 再次，为解决上述问题，通过对伊春鑫旺公司面临的宏观环境和行业环境进行分 析，得出公司的机会和威胁，通过对公司的主要竞争对手及消费者进行分析，得 出公司目前具备的优势、劣势。在建立以消费者为核心的营销理念、树立以创新 为根本的营销观念、融入文化元素、提升品牌形象等现代市场营销理念的基础上， 结合伊春鑫旺公司当前的五年计划，依据可持续发展理论、4P 理论等，针对产 品、价格、渠道、促销等方面的问题进行优化，并提出这些措施的实施保障。 本文针对以营销森林食品的伊春鑫旺公司的营销策略展开研究，旨在提升 该公司的品牌知名度和核心竞争力，帮助其在当今激烈的市场竞争中稳定发展。 为其他类似企业的营销策略制定提供参考。

The according to the latest statistics of the National Forestry and Grassland Administration, forest food has become the third largest agricultural product in China after grain and vegetables. Building a forest "grain bank" is an effective means for the country to build a diversified food supply system. With the development of e-commerce platforms, the improvement of the logistics system, and the establishment of people's healthy consumption concepts, it provides an opportunity for the development of forest food, but at the same time, the competition of forest food management enterprises is becoming increasingly fierce. Based on a large number of relevant research literatures on forest food marketing at home and abroad, this paper takes Xinwang Company, which is mainly engaged in forest food in Yichun City, as the case object. Firstly, on the premise of describing the background of the article, the purpose and significance of the research are proposed, and the 4P theory and the theory of sustainable development are selected as the theoretical basis of the research. Secondly, through the questionnaire survey of Xinwang company's consumer satisfaction, it was found that consumers are dissatisfied with the company's main aspects: limited product types and lack of hierarchical division, single pricing strategy, narrow distribution channels, single promotion means and other aspects. Through interviews with the company's relevant personnel, it was found that the reasons are: resource constraints and market positioning resulting in a small variety of products; Product characteristics and cost factors make product classification difficult; Market positioning and economies of scale are the main reasons for the single pricing; Narrow distribution channels due to popularity, target market and channel costs; Budgetary constraints and a lack of innovation have resulted in a singular approach to promotion. Thirdly, in order to solve the above problems, through the analysis of the macro environment and industry environment faced by Xinwang company, the company's opportunities and threats are obtained, and the company's main competitors and consumers are analyzed to obtain the company's current advantages and disadvantages. On the basis of establishing a consumer-centered marketing concept, establishing a marketing concept based on innovation, integrating cultural elements, and enhancing brand image, combined with Xinwang's current five-year plan, according to the theory of sustainable development and 4P, the problems of products, prices, channels, promotions and other aspects are optimized, and the implementation of these measures is proposed. This paper studies the marketing strategy of Xinwang Company, which markets forest food, with the aim of enhancing the company's brand awareness and core competitiveness, and helping it to develop steadily in today's fierce market competition. It provides a reference for the development of marketing strategies of other similar enterprises.