日本生鲜水产品品牌化辩证分析及对中国的启示  

Dialectical Analysis on the Branding of Fresh Aquatic Products in Japan and Its Implications for China

作　　者：张溢卓 马林 刘聪[1] Zhang Yizhuo;Ma Lin;Liu Cong(Chinese Academy of Fishery Sciences,Beijing 100141)

机构地区：[1]中国水产科学研究院,北京100141

出　　处：《农业展望》2022年第8期29-34,共6页Agricultural Outlook

基　　金：中国水产科学研究院院级基本科研业务费专项资金项目“我国水产品消费现状与趋势研究”(2022XT0801)。

摘　　要：从20世纪90年代起,日本为了摆脱水产品大量进口对国产鱼价的冲击,尝试通过产地供给侧改革(水产品品牌建设)予以改善。然而,随着21世纪以来各地品牌数量骤增,日本学界大多正面评价单一经济主体的水产品品牌化效果,尚缺少对日本水产品流通乃至整个渔业提振效果的客观评价。基于此,以生鲜水产品为例,分析了日本水产品品牌效应和存在的问题,结果发现:日本水产品品牌战略不仅没有成为渔业发展的引擎,而且甚至背离了战略预期,陷入品牌乱象之中;品牌化战略实施以来,日本水产品市场的经营不但改善效果不佳,反而在水产品市场规模不断减少的大背景下成为各产地之间抢占有限市场资源的“竞争武器”,虽然存在改善产地经营状况的个例,但是未对整个渔业起到提振作用。最后,在剖析日本水产品流通本质及其独特意义的基础上客观评价了日本水产品品牌化效果,并提出了促进中国生鲜水产品品牌化发展的启示。Since the 1990s,in order to get rid of the impact of large imports of aquatic products on the price of domestic fish,Japan has tried to improve it through the origin supply-side reform(aquatic product brand construction).However,with the sharp increase in the number of local brands since the 21st century,most Japanese scholars positively evaluate the brand effect of aquatic products of a single economic subject,and there is still a lack of objective evaluation on the promotion effect of Japanese aquatic products circulation and even the whole fishery.Based on this,taking fresh aquatic products as an example,the brand effect and existing problems of aquatic products were analyzed.It was found that Japan’s aquatic product brand strategy not only did not become the engine of fishery development,but even deviated from the strategic expectation and fell into brand chaos;since the implementation of the branding strategy,the business improvement effect of Japan’s aquatic product market has been poor.On the contrary,it has become a kind of competitive weapon for various producing areas to seize limited market resources under the background of the continuous reduction of the aquatic product market scale.Although there are individual cases to improve the operation of production areas,they have not played a role in boosting the whole fishery.Finally,based on the dissection of essence and significance of aquatic product circulation in Japan,the branding effect of Japanese aquatic products was objectively evaluated,and the implications for promoting the brand development of fresh aquatic products in China were put forward.

关 键 词：日本 生鲜水产品 品牌化 辩证分析 

分 类 号：F323.5[经济管理—产业经济] F326.4F331.3