中國(guó)水產(chǎn)品出口品牌戰(zhàn)略研究
發(fā)布時(shí)間：2019-04-13 14:42
【摘要】： 2007年商務(wù)部推出的出口品牌戰(zhàn)略突出三類重點(diǎn)商品,即高科技產(chǎn)品、機(jī)電產(chǎn)品和有傳統(tǒng)出口優(yōu)勢(shì)的農(nóng)產(chǎn)品。近年來(lái),水產(chǎn)品己成為我國(guó)具有傳統(tǒng)出口優(yōu)勢(shì)的農(nóng)產(chǎn)品,連續(xù)八年居農(nóng)產(chǎn)品出口額之首,出口增長(zhǎng)勢(shì)頭較好。但我國(guó)水產(chǎn)品存在的附加值低、品牌弱的問(wèn)題卻不容忽視,目前的出口主要靠低價(jià)競(jìng)爭(zhēng)和以量取勝,這種出口模式容易引發(fā)技術(shù)壁壘、反傾銷等貿(mào)易摩擦,屬于低層次競(jìng)爭(zhēng)模式。因此,實(shí)施品牌戰(zhàn)略,提高出口水產(chǎn)品附加值是我國(guó)水產(chǎn)品出口的重點(diǎn)工作。 實(shí)施水產(chǎn)品品牌戰(zhàn)略還存在很多制約因素。從企業(yè)層面來(lái)說(shuō),我國(guó)水產(chǎn)企業(yè)品牌意識(shí)薄弱,廣告宣傳不足,導(dǎo)致缺乏自主品牌,商品附加值非常低。因此,我國(guó)水產(chǎn)品出口的市場(chǎng)競(jìng)爭(zhēng)力呈隱性下降趨勢(shì)。從政府層面來(lái)說(shuō),各級(jí)業(yè)務(wù)主管部門品牌意識(shí)薄弱,對(duì)水產(chǎn)業(yè)創(chuàng)品牌缺乏正確的引導(dǎo)與扶持;同時(shí),水產(chǎn)品品牌創(chuàng)建缺少科技支撐、資金不足也是阻礙當(dāng)前水產(chǎn)業(yè)創(chuàng)品牌的又一重要制約因素。在對(duì)我國(guó)品牌水產(chǎn)品出口制約因素分析的基礎(chǔ)上,考察并借鑒了水產(chǎn)貿(mào)易強(qiáng)國(guó)品牌戰(zhàn)略實(shí)施的經(jīng)驗(yàn)。首先,技術(shù)進(jìn)步與社會(huì)分工是國(guó)際品牌產(chǎn)生的基礎(chǔ),先進(jìn)的技術(shù)確保了品牌產(chǎn)品、質(zhì)量與功能上的先進(jìn)性,使品牌更易被市場(chǎng)所接收;其次,國(guó)際品牌的發(fā)展需要政府支持,政府可以通過(guò)創(chuàng)造良好的市場(chǎng)環(huán)境為名牌的發(fā)展鋪路搭橋,還可以通過(guò)它的科技政策、稅收政策、對(duì)外貿(mào)易政策及一定的“政府營(yíng)銷”手段支持名牌的發(fā)展;最后,品牌大幅度發(fā)展必須走向世界,實(shí)現(xiàn)國(guó)際化。 針對(duì)我國(guó)水產(chǎn)品出口創(chuàng)品牌所面臨的問(wèn)題,提出了實(shí)施水產(chǎn)品品牌戰(zhàn)略需要企業(yè)、政府和行業(yè)協(xié)會(huì)的共同努力。企業(yè)是實(shí)施水產(chǎn)品品牌戰(zhàn)略的主體。水產(chǎn)品品牌建設(shè)是擺在水產(chǎn)企業(yè)面前的重要課題,是企業(yè)創(chuàng)品牌、立名牌的一項(xiàng)系統(tǒng)工程,是推動(dòng)我國(guó)水產(chǎn)企業(yè)發(fā)展的重要措施之一。因此水產(chǎn)企業(yè)必須用戰(zhàn)略眼光,統(tǒng)籌考慮,應(yīng)著重實(shí)施品牌創(chuàng)立戰(zhàn)略、品牌擴(kuò)張戰(zhàn)略和品牌維護(hù)戰(zhàn)略。水產(chǎn)企業(yè)實(shí)施水產(chǎn)品出口品牌戰(zhàn)略離不開(kāi)政府的支持和行業(yè)協(xié)會(huì)的輔助。針對(duì)我國(guó)水產(chǎn)業(yè),我國(guó)政府應(yīng)盡快建立自主品牌和知識(shí)產(chǎn)權(quán)戰(zhàn)略的各方面的協(xié)調(diào)機(jī)制,建立統(tǒng)一的政策規(guī)劃和實(shí)施的機(jī)制。 在國(guó)際化背景下對(duì)我國(guó)水產(chǎn)企業(yè)品牌發(fā)展進(jìn)行系統(tǒng)的研究,豐富和發(fā)展了企業(yè)品牌戰(zhàn)略的理論和方法,有利于提高我國(guó)水產(chǎn)企業(yè)品牌戰(zhàn)略決策水平,提升其國(guó)際競(jìng)爭(zhēng)力,實(shí)現(xiàn)可持續(xù)發(fā)展,這不僅對(duì)于我國(guó)水產(chǎn)企業(yè)發(fā)展具有現(xiàn)實(shí)指導(dǎo)意義,而且為國(guó)家相關(guān)政策的制定和調(diào)整提供了理論依據(jù)。
[Abstract]:The export brand strategy launched by the Ministry of Commerce in 2007 highlights three key commodities, namely, high-tech products, mechanical and electrical products and agricultural products with traditional export advantages. In recent years, aquatic products have become China's agricultural products with traditional export advantages, ranking first in the value of agricultural exports for eight consecutive years, and the momentum of export growth is relatively good. However, the added value of aquatic products in our country is low, but the problem of weak brand can not be ignored. At present, the export mainly depends on the low price competition and win by quantity. This export mode is easy to cause trade friction such as technical barriers, anti-dumping and so on. It belongs to the low-level competition mode. Therefore, the implementation of brand strategy and increase the added value of export aquatic products is the key work of China's aquatic products export. There are still many restrictive factors in implementing the brand strategy of aquatic products. From the enterprise level, our country aquatic product enterprise brand consciousness is weak, the advertisement propaganda is insufficient, causes the lack of independent brand, the commodity added value is very low. Therefore, the market competitiveness of China's aquatic products exports shows a recessive downward trend. From the government level, the brand awareness of the departments in charge of business at all levels is weak and lack of correct guidance and support for the creation of a brand in the aquatic industry; At the same time, the establishment of aquatic products brand lack of scientific and technological support, the lack of funds is also an important constraint to the current aquatic industry to create a brand. On the basis of analyzing the restrictive factors of export of brand aquatic products in China, the experiences of implementing brand strategy of strong countries in aquatic trade are investigated and used for reference. First of all, technological progress and social division of labor is the basis of international brand generation, advanced technology ensures brand products, quality and functional advancement, making the brand more easily accepted by the market; Secondly, the development of international brands needs the support of the government, which can pave the way for the development of famous brands by creating a good market environment. It can also adopt its science and technology policy, tax policy, and so on. Foreign trade policy and certain means of "government marketing" to support the development of famous brands; Finally, large-scale development of brand must go to the world and achieve internationalization. In view of the problems faced by the export of aquatic products to create a brand in China, it is proposed that the implementation of the brand strategy of aquatic products requires the joint efforts of enterprises, governments and trade associations. The enterprise is the main body that implements the aquatic product brand strategy. Brand building of aquatic products is an important subject in front of aquatic products enterprises. It is one of the important measures to promote the development of aquatic products enterprises in China as well as a systematic project to create brands and establish famous brands. Therefore, aquatic enterprises must use strategic vision, overall consideration, should focus on the implementation of brand creation strategy, brand expansion strategy and brand maintenance strategy. Aquatic products export brand strategy can not be implemented without the support of the government and the support of industry associations. In view of the aquatic industry of our country, our government should establish the coordination mechanism of the independent brand and intellectual property strategy as soon as possible, and establish the unified policy planning and implementation mechanism. Under the background of internationalization, this paper systematically studies the brand development of our country's aquatic enterprises, enriches and develops the theory and method of the enterprise's brand strategy, which is helpful to improve the decision-making level of our aquatic enterprise's brand strategy and promote its international competitiveness. The realization of sustainable development not only has practical guiding significance for the development of aquatic enterprises in China, but also provides a theoretical basis for the formulation and adjustment of relevant national policies.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F752.62;F273.2
本文編號(hào)：2457665
[Abstract]:The export brand strategy launched by the Ministry of Commerce in 2007 highlights three key commodities, namely, high-tech products, mechanical and electrical products and agricultural products with traditional export advantages. In recent years, aquatic products have become China's agricultural products with traditional export advantages, ranking first in the value of agricultural exports for eight consecutive years, and the momentum of export growth is relatively good. However, the added value of aquatic products in our country is low, but the problem of weak brand can not be ignored. At present, the export mainly depends on the low price competition and win by quantity. This export mode is easy to cause trade friction such as technical barriers, anti-dumping and so on. It belongs to the low-level competition mode. Therefore, the implementation of brand strategy and increase the added value of export aquatic products is the key work of China's aquatic products export. There are still many restrictive factors in implementing the brand strategy of aquatic products. From the enterprise level, our country aquatic product enterprise brand consciousness is weak, the advertisement propaganda is insufficient, causes the lack of independent brand, the commodity added value is very low. Therefore, the market competitiveness of China's aquatic products exports shows a recessive downward trend. From the government level, the brand awareness of the departments in charge of business at all levels is weak and lack of correct guidance and support for the creation of a brand in the aquatic industry; At the same time, the establishment of aquatic products brand lack of scientific and technological support, the lack of funds is also an important constraint to the current aquatic industry to create a brand. On the basis of analyzing the restrictive factors of export of brand aquatic products in China, the experiences of implementing brand strategy of strong countries in aquatic trade are investigated and used for reference. First of all, technological progress and social division of labor is the basis of international brand generation, advanced technology ensures brand products, quality and functional advancement, making the brand more easily accepted by the market; Secondly, the development of international brands needs the support of the government, which can pave the way for the development of famous brands by creating a good market environment. It can also adopt its science and technology policy, tax policy, and so on. Foreign trade policy and certain means of "government marketing" to support the development of famous brands; Finally, large-scale development of brand must go to the world and achieve internationalization. In view of the problems faced by the export of aquatic products to create a brand in China, it is proposed that the implementation of the brand strategy of aquatic products requires the joint efforts of enterprises, governments and trade associations. The enterprise is the main body that implements the aquatic product brand strategy. Brand building of aquatic products is an important subject in front of aquatic products enterprises. It is one of the important measures to promote the development of aquatic products enterprises in China as well as a systematic project to create brands and establish famous brands. Therefore, aquatic enterprises must use strategic vision, overall consideration, should focus on the implementation of brand creation strategy, brand expansion strategy and brand maintenance strategy. Aquatic products export brand strategy can not be implemented without the support of the government and the support of industry associations. In view of the aquatic industry of our country, our government should establish the coordination mechanism of the independent brand and intellectual property strategy as soon as possible, and establish the unified policy planning and implementation mechanism. Under the background of internationalization, this paper systematically studies the brand development of our country's aquatic enterprises, enriches and develops the theory and method of the enterprise's brand strategy, which is helpful to improve the decision-making level of our aquatic enterprise's brand strategy and promote its international competitiveness. The realization of sustainable development not only has practical guiding significance for the development of aquatic enterprises in China, but also provides a theoretical basis for the formulation and adjustment of relevant national policies.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F752.62;F273.2
【引證文獻(xiàn)】
相關(guān)期刊論文 前2條
1 李樹(shù)超;韓晶晶;;農(nóng)產(chǎn)品出口影響因素分析及對(duì)策探討——以青島市為例[J];農(nóng)業(yè)科技管理;2011年04期
2 葉霆;鄧?yán)?劉奕秋;;衢州市生態(tài)漁業(yè)品牌建設(shè)探析[J];中國(guó)漁業(yè)經(jīng)濟(jì);2012年03期
相關(guān)碩士學(xué)位論文 前1條
1 葉美仙;紅島蛤蜊營(yíng)銷策略研究[D];中國(guó)海洋大學(xué);2012年
，本文編號(hào)：2457665
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