基于“海洋科学城”背景下的舟山水产品品牌构建模式的研究

Research on the Modes Constructing of Zhoushan Aquatic Product Brands Based on the Background of"Marine Science City"

基于舟山创建"海洋科学城"、大力打造水产品精品的背景下,对当地水产品品牌经营中存在的问题进行了调查与分析,从品牌创立战略、品牌扩张战略、品牌维护与发展战略的角度出发,提出了有鲜明地方特色的水产品品牌构建模式。通过研究,希望能在水产品品质、塑造知名品牌、改善地方水产品品牌管理水平上提供一定的发展思路。

Based on the background of Zhoushan's creating'Marine Science City'and strongly building high-quality aquatic products,from the angles of brand creating strategy,brand expansion and brand maintenance and development strategy,This paper makes investigation and analysis on the problems of the local seafood brand management,and puts forward a distinct local characteristic aquatic products brand building mode.Through the study,hoping to provide certain development thoughts in the aspects of aquatic products quality,creating famous hrand and improving the local seafood brand management level.