山东省渔业品牌战略现状分析及对策研究

品牌是能给拥有者带来溢价、产生增值的最宝贵的无形资产.近年来,山东渔业经济呈现良好态势,水产品总产量连续增长,但根据作者对烟台、威海、青岛、济宁、东营五个城市渔业品牌建设现状的调查结果显示,山东省渔业企业在品牌战略实施中却存在诸多问题：缺乏品牌意识、水产品同质化严重、未能科学实施品牌战略、生产经营主体分散、市场竞争不规范等.针对以上问题,本文提出了相应的发展对策,探讨通过企业、政府以及行业协会的相互配合和共同努力推动渔业品牌战略的实施,促进渔业的长期全面发展.

Research on countermeasures to fishery brand strategy problems in Shandong

Brand is the most important intangible asset of the enterprise. In recent years, the fishery economy of Shandong Province has taken on the favorable developing situation, but the market research organized by the author in Qingdao, Yantai, Weihai, Jining and Dongying cities found the fishery products enterprises have a lot of problems in the implementation of brand strategy： lack of brand awareness, serious product homogenization, not scientific understanding of brand strategy, decentralized production and management, non-standardized market competition. In view of the above problems, this paper put forwards the corresponding countermeasures to promote the brand strategy through the joint efforts of enterprises, government and industry associations.