中国水产品品牌建设研究进展

Research Progress on Brand Building of Aquatic Products in China

近年来,从中央到地方都越来越重视水产品品牌建设,水产企业也在品牌建设方面开展有益尝试,取得一定成果,但目前国内大多数水产企业仍存在只注重产品的加工与销售,走传统的以价格取胜的发展路径,而对产品品牌建设投入有所欠缺,忽视品牌建设的情况,这导致中国水产品在国际国内市场难以发挥名牌效应。基于CNKI文献库,从品牌建设的角度,对1997-2017年我国水产品品牌建设的相关进展及研究现状进行了梳理归纳,总结分析存在有水产企业缺乏品牌意识、政府公共服务有待完善、水产相关行业协会未能有效发挥作用等问题,并从政府、企业、水产行业协会的角度分别提出政府要完善政策、法律、知识产权保护等服务体系建设;企业要强化品牌意识,加强市场营销,实施标准化生产,提升产品附加值;行业协会积极发挥企业与市场间的桥梁作用,承担监督责任等,以期对我国水产企业的水产品品牌建设提供合理借鉴。

In recent years,both the central government and local governments in China have paid more and more attention to the brand building of aquatic products.Aquatic enterprises have also made positive attempts in brand building and achieved certain results.However,at present,most domestic aquatic products enterprises only pay attention to the processing and sales of products,lacking investment in product brand construction,and neglecting brand construction,which lead to the difficulty of Chinese aquatic products to play a famous brand effect in the international and domestic market.Based on CNKI document database,this paper summarizes the relevant progress and research status of aquatic product brand building in China in the past 20 years from 1997 to 2017,from the perspective of brand building,finds that there are some problems in the brand building of aquatic products in China,such as the lack of brand awareness in aquatic enterprises,the imperfection of government public services,and the failure of aquatic related trade associations to play an effective role.Thus,it puts forward the following measures from the perspective of government,enterprises and trade associations.Firstly,the government should improve the service system of policies,laws and intellectual property rights protection.Secondly,Enterprises should establish brand awareness,strengthen marketing,standardize production,and increase the added value of products.Thirdly,Aquatic industry associations should play a good role of bridge between enterprises and markets,and take the responsibility of supervision,so as to provide a reasonable reference for aquatic product brand construction in China's aquatic enterprises.