基于SWOT分析的区域特色农产品品牌建设策略探讨——以兴城多宝鱼为例  

Research on the Brand Construction Strategy of Xingcheng Duobao Fish Under the Background of Rural Revitalization

作　　者：孙朝微 董志静 SUN Zhaowei;DONG Zhjing(Liaoning Technical University,College of Business Administration,Huludao 125100,China)

机构地区：[1]辽宁工程技术大学工商管理学院,葫芦岛125100

出　　处：《海洋开发与管理》2024年第7期127-134,共8页Ocean Development and Management

基　　金：高质量发展背景下辽宁省县域全面品牌建设及品牌资产研究(L22CGL015)。

摘　　要：品牌化是推进农业现代化的必由之路。兴城多宝鱼是辽宁省葫芦岛市区域特色农产品打造的一个品牌案例,其成功经验对葫芦岛区域特色农产品品牌发展具有重要借鉴意义。文章通过实地走访调查和文献查阅研究的方法,从自然条件、品牌定位、经营模式、发展战略等方面出发,对兴城多宝鱼品牌打造的成功因素进行深度把握,并为辽宁省区域特色农产品品牌发展提出建议,以期对渔业资源进行深度开发,实现特色渔业带动区域发展的目标,助力辽宁省葫芦岛港高质量发展。Branding is the only way to promote agricultural modernization.Xingcheng Duobao Fish is a brand case of creating regional characteristic agricultural products in Huludao City,Liaoning Province.Its successful experience has important reference significance for the development of regional characteristic agricultural product brands in Huludao.The paper deeply grasps the success factors of Xingcheng Duobao Fish brand building through on-site visits and literature review research,starting from natural conditions,brand positioning,business models,development strategies,and other methods.Based on this,it proposes suggestions for the development of regional characteristic agricultural product brands in Liaoning Province,aiming to deeply develop fishery resources and achieve the goal of promoting regional development through characteristic fisheries,also assist in the high-quality development of Huludao Port in Liaoning Province.

关 键 词：区域特色农产品品牌 区域特色渔业 农业品牌化 品牌建设 

分 类 号：F326.4[经济管理—产业经济] P74[天文地球—海洋科学] S9[农业科学—水产科学]