新时代我国特色渔业品牌营销策略探讨——以黄山泉水鱼营销为例

On brand marketing strategies of chinese characteristic fsheries in the new era:a set of huangshan spring fish marketing

在买方市场条件下加强地方特色渔业品牌营销策略研究非常重要。论文以黄山泉水鱼营销为例,以黄山泉水鱼营销分析为基础,进行"黄山泉水鱼"品牌SWOT分析,在此基础上,指出了"黄山泉水鱼"形成品牌的关键要素、阶段、顺序等三个关键点,总结了"黄山泉水鱼"品质优化、包装配套、发掘高价销售亮点、创作传奇故事、开发多样化个性化需求、拓展营销渠道、创新品牌传播方式、创造深度服务模式等"黄山泉水鱼"品牌营销的八个重点,对黄山市水产业转型升级具有现实意义,对全国绿色和有机水产品的生产经营具有借鉴意义。

It is very important to strengthen the marketing strategy of local fishery brand under the condition of buyer's market. Taking mount Huangshan spring fish (MUSF) marketing as an example, the paper analyzes the SWOT brand of MUSF. Based on this analysis, it points out the key elements, stages, and order of the brand formation of MUSF. Summarized the MUSF brand marketing such as quality optimization, packaging matching, exploring high-priced sales highlights, creating legendary stories, developing diversified individual needs, expanding marketing channels, innovating brand communication methods, and creating in-depth service models. It is of practical significance for the transformation and upgrading of the aquaculture industry in huangshan city and has reference significance for the production and management of green and organic aquatic products in China.