新消费业态下“乳山牡蛎”产业发展关键环节存在问题与改善对策

Problems and strategy analysis of key link in industrial development of“Rushan Oyster”under new forms of consumption

“乳山牡蛎”是中国的优质海产品,也是品牌化发展的重要目标。近年来,随着人们消费模式的改变,牡蛎产业发展对品牌推广与保护、防伪追溯、冷链物流以及电商流通等关键环节提出了更高要求。结合生鲜特点及牡蛎产业发展存在的各种问题,提出通过创新品牌推广思路、提高品牌推广效率、完善流通追溯体系等措施确保食品质量安全;通过加快政策、法规、标准、人才、设备、信息共享建设,促进冷链物流畅通良性发展;通过电商流通关键环节的疏通,积极推进电子商务发展;最终解决影响“乳山牡蛎”产业发展的难点与堵点,促进产业健康有序发展。

“Rushan oyster”is a kind of high-quality seafoods of China,which is also the important target of brand growth.In recent years,with changes in people’s consumption patterns,the development of the oyster industry has raised requirements for key links such as brand promotion and protection,anti-counterfeiting traceability,cold chain logistics and e-commerce circulation.Therefore,some strategies were proposed after considering the characteristics of fresh food and problems in the development of the oyster industry.Firstly,innovative brand promotion ideas were proposed to improve brand promotion efficiency and the circulation traceability system,and to ensure food quality and safety.Secondly,policies,regulations,standards,talent,equipment,and information sharing construction should be improved to promote the smooth and healthy development of cold chain logistics.Thirdly,dredging the key links of e-commerce circulation to vigorously promote the development of e-commerce.This study will be helpful in unblocking the difficulties and obstacles that affect the development of“Rushan Oyster”,and promoting the healthy and orderly development of the oyster industry.