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近年来，国家对食用菌产业的重视程度不断提高，并将其视为构建多元化食物供给体系的重要一环。随着国务院《国务院办公厅关于践行大食物观构建多元化食物供给体系的意见》等政策的出台，食用菌产业尤其是深加工产品迎来了前所未有的发展机遇。同时，随着互联网的飞速发展，短视频以其直观性、趣味性和互动性强的特点，成为各行各业竞相追逐的营销新宠，为食用菌产品的市场推广带来了新的机遇。

本文在查阅大量关于食用菌产品短视频营销的国内外相关研究文献的基础上，以宁夏科衡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，选择目标市场理论、4I营销理论作为研究的理论基础。其次，通过问卷调查方式，对科衡公司短视频营销的现状进行分析，发现公司在短视频营销中存在的主要问题包括：解说词趣味性不足、商品个性化较为单一、忽视与粉丝的内容互动、视频利益电展现不足等。通过深度访谈，发现这些问题主要源于内容策划与制作缺乏专业性与系统性、短视频内容缺乏个性化选项介绍、缺乏互动意识以及用户核心需求挖掘不足的原因。为解决上述问题，通过对科衡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。在目标市场理论的基础上，结合经4I营销理论，从趣味性、个性化、互动性和利益性四个方面提出针对性的优化措施，同时提出了组织保障和制度保障的建议。

本文针对宁夏科衡公司食用菌产品的短视频营销策略展开研究，旨在提升公司的品牌知名度和市场竞争力，帮助其在当今激烈的市场竞争中脱颖而出。同时，本文的研究结论也为其他类似企业的短视频营销策略制定提供了有益的参考和借鉴。

In recent years, the country has paid more and more attention to the edible fungi industry and regarded it as an important part of building a diversified food supply system. With the introduction of policies such as the "Opinions of the General Office of the State Council on Practicing the Big Food View and Building a Diversified Food Supply System", the edible fungi industry, especially deep-processed products, has ushered in unprecedented development opportunities. At the same time, with the rapid development of the Internet, short videos have become a new marketing favorite pursued by all walks of life with their intuitive, interesting and interactive characteristics, bringing new opportunities for the market promotion of edible fungi products.

Based on a large number of domestic and foreign research literature on short video marketing of edible fungi products, this paper takes Ningxia Keheng Company as a case object for research. First, on the premise of describing the background of the article, the purpose and significance of the research are proposed, and the target market theory and 4I marketing theory are selected as the theoretical basis of the research. Secondly, through a questionnaire survey, the current status of Keheng Company's short video marketing is analyzed, and it is found that the main problems of the company in short video marketing include: insufficient fun of commentary, relatively single product personalization, neglect of content interaction with fans, and insufficient video benefit display. Through in-depth interviews, it was found that these problems mainly stemmed from the lack of professionalism and systematicness in content planning and production, the lack of personalized option introduction in short video content, the lack of interactive awareness, and the insufficient exploration of user core needs. In order to solve the above problems, the company's opportunities and threats were analyzed by analyzing the macro environment and industry environment faced by Keheng Company, and the company's current advantages and disadvantages were analyzed by analyzing the company's main competitors and consumers. On the basis of the target market theory, combined with the 4I marketing theory, targeted optimization measures were proposed from the four aspects of fun, personalization, interactivity and benefits, and suggestions for organizational and institutional guarantees were also proposed.

This paper studies the short video marketing strategy of Ningxia Keheng Company's edible fungi products, aiming to enhance the company's brand awareness and market competitiveness, and help it stand out in today's fierce market competition. At the same time, the research conclusions of this paper also provide useful reference and reference for the formulation of short video marketing strategies for other similar companies.