基于价值共创的休闲渔业企业品牌培育路径研究——以山东省为例

A study on brand cultivation path of recreational fishery enterprise based on value co-creation:take Shandong Province as an example

发展休闲渔业为实现渔业资源可持续利用、推动渔业经济高质量发展提供了方向,然而目前休闲渔业企业产品服务同质化严重,缺乏个性品牌的培育。基于此,本文从价值共创视角出发,结合政策和实际参与体验,以山东省为例,对休闲渔业企业品牌发展现状、存在问题以及品牌培育应关注的主要内容进行了阐述。在此基础上,本研究通过明确各利益相关者职责、整合现有资源,构建了“政府引导、企业主导、顾客、从业者和其他利益相关者共同推动”的休闲渔业企业品牌培育路径,以期实现休闲渔业企业品牌价值共创,推动休闲渔业产业进一步发展。

The development of recreational fishery provides a direction for realizing the sustainable utilization of fishery resources and promoting the high-quality development of fishery economy.However,at present,the homogenization of products and services of recreational fishery enterprises is serious,and lack of cultivation of personalized brands.Based on this,from the perspective of value co-creation,taking Shandong Province as an example,combined with policy analysis and practical participation experience,this paper expounds the current situation,existing problems and main contents of brand cultivation of recreational fishery enterprises in Shandong Province.On this basis,by clarifying the responsibilities of various stakeholders and integrating their existing resources,this paper constructs a brand cultivation path of recreational fishery enterprises,which is guided by the government,led by enterprises,jointly promoted by customers,practitioners and other stakeholders,so as to realize the co-creation of brand value of recreational fishery enterprises and promote the further development of recreational fishery industry.