中国渔业新型经营主体水产品品牌建设现状及提升路径  

Status Quo and Upgrade Path of Aquatic Products Brand Construction of China's New Fisheries Management Entities

作　　者：赵蕾[1] 代云云[2] 袁媛[2] Zhao Lei;Dai Yunyun;Yuan Yuan(Chinese Academy of Fishery Sciences,Beijing 100141;Freshwater Fisheries Research Center,CAFS,Wuxi 214081,Jiangsu)

机构地区：[1]中国水产科学研究院,北京100141 [2]中国水产科学研究院淡水渔业研究中心,江苏无锡214081

出　　处：《农业展望》2021年第7期67-72,共6页Agricultural Outlook

基　　金：农业农村部渔业渔政管理局2020年“现代渔业发展战略与政策研究”项目子课题。

摘　　要：推进水产品品牌的创建与管理,是中国水产业发展到新阶段的必然要求,也是推动现代渔业发展、促进水产品产销对接的重要手段。渔业新型经营主体是水产品品牌建设的重要依托和载体,加强品牌建设、提升品牌竞争力是渔业新型经营主体发展的关键。通过对特色水产品典型地区的实地调研,重点考察涉渔龙头企业、渔业合作社、家庭农场等在水产品品牌建设中的具体实践,梳理出新型经营主体品牌建设的现状和存在的问题。最后,在对中国新型经营主体水产品品牌建设前景进行展望的基础上,提出了渔业新型经营主体水产品品牌建设的提升路径。Promoting the establishment and management of aquatic products brand is an inevitable requirement for the development of China's aquaculture industry in the new stage,and also an important means to promote the development of modern fisheries and improve the docking of aquatic products production and marketing.The new fishery management entity is an important support and carrier of aquatic products brand construction,strengthening brand construction and enhancing brand competitiveness are the keys to the development of new fishery management entity.Through the field investigation in typical areas of characteristic aquatic products,focusing on the specific practice of leading enterprises,fishery cooperatives and family farms in the brand construction of aquatic products,the current situation and problems existing in the brand construction of new business entities were sorted out.Finally,based on forecasting the prospects of aquatic products brand building of China's new fishery management entity,the upgrade path to improve aquatic products brand building of China's new fishery management entity was put forward.

关 键 词：渔业 新型经营主体 水产品 品牌建设 

分 类 号：F326.4[经济管理—产业经济] F323.5