浅析烟台海洋休闲渔业品牌战略实施的必要性  

Analysis of the necessity to carry out the brand strategy to Yantai ocean leisure fisheries

作　　者：杨艳艳[1] 徐强 吕振波[1] 李凡[1] 孙春晓[1] 张焕君[1] 徐炳庆[1] 

机构地区：[1]山东省海洋水产研究所,山东省海洋生态修复重点实验室,烟台264006 [2]烟台海事局蓬莱海事处,烟台264000

出　　处：《渔业信息与战略》2012年第2期108-112,共5页Fishery Information & Strategy

基　　金：海洋公益性行业科研专项经费项目(200905019);"山东近海经济生物产卵场;索饵场及其生态环境评价"项目;"水生动物营养与饲料‘泰山学者’岗位"项目

摘　　要：以品牌经营管理的角度阐述了烟台发展海洋休闲渔业的必要性及战略意义,从宏观、微观和战略全局三个方面对影响烟台实施海洋休闲渔业品牌战略的因素进行了研究。并分别从政府和从业者的立场出发,提出相应的建议和解决方案,以期加速实施烟台海洋休闲渔业品牌战略,进一步提升和增强烟台海洋休闲渔业的整体竞争力。The necessity and strategic significance of developing ocean leisure fishery resource from the view of brand management were discussed. The influencing factors which related to build the brand strategy of Yantai ocean leisure fisheries were analyzed from macro, microscopic and integrated view, and problems worthy debating were also discussed. Finally solutions to these problems were provided respectively from the view of government and practitioners. The solution will accelerate the process to carry out the brand strategy, and further help increase the overall competitive strength of Yantai ocean leisure fishing.

关 键 词：休闲渔业 烟台海洋休闲渔业 品牌战略 

分 类 号：F592[经济管理—旅游管理]