海南省水产品区域品牌建设策略研究——基于SWOT分析法

产品在市场竞争中的制胜关键依赖于其质量和品牌,水产品作为海南省出口创汇的的重点项目,相关水产企业却缺乏区域品牌意识,造成海南水产品在国际市场乃至国内市场知名度不高,优质不优价,缺乏市场竞争力。本文详细阐述了海南省水产品现状,运用SWOT分析法分析了目前海南水产行业的内外部环境,并提出强化海南水产品区域品牌建设的相关策略,旨在提高海南水产品在国内外市场的知名度,以增强品牌竞争力。

Research on regional brand strategies of aquatic products in Hainan

The quality and brand of the product are the adoption in the market competition. Aquatic products are the important subject in Hainan export earnings. However, the aquatic product enterprises lack of regional brand awareness, which makes Hainan aquatic products have a low awareness and cheap price and lack of market competitiveness in the international market and even in the domestic market. This paper expounds the present situation of aquatic products of Hainan province in detail, and uses the SWOT to analyze the current aquatic products industry in Hainan, and puts forward some strategies to strengthen the regional brand of aquatic products, aiming to improve the public awareness of aquatic products in the domestic and foreign markets, and finally solid its market competitiveness.