日本水产品品牌化的实践及启示研究——以根室市齿舞地区为例

Practice and enlightenment of Japanese aquatic products branding:an example from the Habomai area of Nemuro City

水产品品牌化战略实施是推动水产品规模化、标准化和产业化及提高市场竞争力的重要手段。推进水产品品牌化,旨为建立生产者、加工者、分销商和消费者之间链接的“信任纽带”。随着人们对水产品消费的增加,品牌消费的意识也逐步增强;但是,目前我国水产品品牌化发展还不完善,国产水产品品牌还较少,无法满足市场需求。日本从20世纪70年代开始致力于水产品品牌化建设,在理论和实践方面积累了很多值得学习和借鉴的成功经验。文章立足日本水产品品牌的发展,分析其品牌化战略形成逻辑,总结日本水产品品牌化发展的经验。根据日本水产品品牌化的经验,提出我国在推进水产品建设时要在价值引领的基础上搭建平台、精准施策和规范权责等建议,进一步建构水产品品牌共鸣。

The implementation of aquatic product branding strategy is an important means to promote the scale,standardization,and industrialization of aquatic products and improve market competitiveness.The promotion of seafood branding aims to build"bonds of trust"linking producers,processors,distributors and consumers.With the increase in the consumption of aquatic products,the awareness of brand consumption has also gradually increased.However,at present,the development of aquatic product branding in China is not perfect,and there are still few domestic aquatic product brands that cannot meet the market demand.Japan has been committed to the branding of aquatic products since the 1970s.Regardless of theory or practice,it has accumulated a lot of successful experiences that are worth learning and reference.Based on the development of Japanese aquatic product brands,this paper analyzes the formation logic of its branding strategy,and summarizes the experience of Japanese aquatic product branding development.According to the experience of Japanese aquatic product branding,it is proposed that China should build a platform,implement precise policies,and regulate rights and responsibilities on the basis of value leadership when promoting the construction of aquatic products,in order to further construct a resonance of aquatic product brands.