市场环境下的大闸蟹品牌创立与维护探讨  

Approach to Brand Building and Maintenance for Yangcheng Lake Hairy Crabs under Market Environment

作　　者：王超[1] 杨德利[1] 

机构地区：[1]上海海洋大学经济管理学院,上海201306

出　　处：《山西农业科学》2011年第12期1323-1327,共5页Journal of Shanxi Agricultural Sciences

基　　金：上海市大学生创新活动计划项目(B-9700-09-0022)

摘　　要：随着国内经济发展的良好态势,人们消费水平的不断提高以及消费意识的不断转变,水产品市场上的大闸蟹品种也越来越丰富,大闸蟹品牌更是日益繁多。然而,在错综复杂的品牌大战中,各个大闸蟹品牌的知名度却大大不同,其质量也参差不齐,大闸蟹市场开始变得错综复杂,产生了许多普通蟹、非品牌蟹仿冒知名品牌大闸蟹的情况。建立一个知名度高的大闸蟹品牌且对其进行适当的有效维护,将会对大闸蟹生产企业、大闸蟹消费人群及整个水产品行业带来三者共赢的长远利益。创立与维护大闸蟹品牌是今后大闸蟹市场的预期走势,也是大闸蟹企业想要做好做大的必要步骤,更是对消费者负责的良好途径。Under the good situation of economy growth,people＇s consuming level and consuming sense is constantly progressing.There appear more and more varieties of Yangcheng Lake Hiry Crabs in aquatic product market and more brands appear here and there.In the competition the crabs enjoy different popularity and show variable quality.The market of the Yangchenh Lake Hairy Crab becomes complicated and lots common non-brand crabs try to pass themselves off as the qualified ones.To build a top brand for the Yangcheng Lake Hairy Crab and do something to maintain the brand would make long term benefit for Yangcheng Lake Hairy Crabs enterprises,for the consuming people and for the whole aquatic product industry as well.To build and maintain Yangcheng Lake Hairy Crabs brand will be an expected tread for future Yangcheng Lake Hairy Crab market,it is also necessary for the growth of Yangcheng Lake Hairy Crab enterprises,and it is an deal way to make responsible for the consumers.

关 键 词：大闸蟹 市场现状 品牌创立 品牌维护 

分 类 号：F304.3[经济管理—产业经济]