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我国加入WTO后,面对国内外竞争日趋激烈的水产品市场,许多水产企业感到困惑,步履维艰。然而,在同样的环境条件下,一些企业却在竞争中掌握主动,产品市场份额稳中有升。究其原因,大多得益于品牌的经营。水产企业的竞争是质量、服务、科技实力的竞争,也是品牌的竞争。由此可见,树立品牌意识,创建名牌水产品,已成为推动我国水产企业发展的重要措施之一。1 渔业实施名牌战略的必要性1.1 水产品市场正逐步排斥无品牌水产品 当前水产品市场供应丰富,消费者从不重视品牌转为认牌购买。特别是在大中城市,水产品零售交易方式正在由集市交易
After China’s accession to the WTO, many aquatic products companies are confused and struggling in the face of increasingly fierce aquatic products market at home and abroad. However, under the same environmental conditions, some enterprises took the initiative in the competition and the market share of their products rose steadily. The reason, mostly thanks to brand management. The competition of aquatic products enterprises is the competition of quality, service and scientific and technological strength as well as the competition of the brand. Thus, setting up brand awareness and creating brand-name aquatic products have become one of the important measures to promote the development of aquatic products enterprises in China. The need for a fishery to implement a brand name strategy 1.1 The aquatic products market is gradually excluding non-brand aquatic products The current aquatic products market is rich in supply, and consumers never pay attention to the brand to buy. Especially in large and medium-sized cities, retail trade of aquatic products is being traded by markets