我国主要水产品品牌发展现状评析  

Analysis on the present situation of the development of main aquatic brand in China

作　　者：何清[1] 刘华楠[1] 王成辉[2] 

机构地区：[1]上海海洋大学经济管理学院,上海201306 [2]上海海洋大学水产与生命科学学院,上海201306

出　　处：《中国渔业经济》2017年第4期53-58,共6页Chinese Fisheries Economics

基　　金：上海市农委课题"上海市中华绒螯蟹产业技术体系建设"(沪农科产字2017-4)资助

摘　　要：在明确水产品品牌重要意义的基础上,本文将水产品品牌区分为区域公用水产品品牌和企业私有水产品品牌,并对我国区域公用水产品品牌运营实体泛化、私营水产品品牌思维传统和广告投入不足以及公用水产品品牌和企业私有水产品品牌定位与传播诉求重叠、形象塑造问题等进行了探讨,提出了委托第三方渔业企业运营区域公用水产品品牌,明确核心产品、并在水产品品牌与核心产品之间建立专属对应关系,塑造水产品品牌的人文性格等基本建议。On the basis of the classification review of the development of aquatic brand, this paper discusses the problems of the regional public aquatic brand operation entity, the shortage of private aquatic brand and the overlapping of the positioning and transmission of aquatic brand in China, and puts forward the entrustment Three-party fishery enterprises operating regional public aquatic brand; clearing core brand product, and establishment specific relationship between core brand product and aquatic brand; shaping human character of aquatic brand and other basic recommendations.

关 键 词：水产品品牌 运营实体 委托运营 品牌产品 定位重叠 品牌性格 

分 类 号：F326.406[经济管理—产业经济]