中國水產品出口品牌戰(zhàn)略研究
發(fā)布時間：2019-04-13 14:42
【摘要】： 2007年商務部推出的出口品牌戰(zhàn)略突出三類重點商品,即高科技產品、機電產品和有傳統(tǒng)出口優(yōu)勢的農產品。近年來,水產品己成為我國具有傳統(tǒng)出口優(yōu)勢的農產品,連續(xù)八年居農產品出口額之首,出口增長勢頭較好。但我國水產品存在的附加值低、品牌弱的問題卻不容忽視,目前的出口主要靠低價競爭和以量取勝,這種出口模式容易引發(fā)技術壁壘、反傾銷等貿易摩擦,屬于低層次競爭模式。因此,實施品牌戰(zhàn)略,提高出口水產品附加值是我國水產品出口的重點工作。 實施水產品品牌戰(zhàn)略還存在很多制約因素。從企業(yè)層面來說,我國水產企業(yè)品牌意識薄弱,廣告宣傳不足,導致缺乏自主品牌,商品附加值非常低。因此,我國水產品出口的市場競爭力呈隱性下降趨勢。從政府層面來說,各級業(yè)務主管部門品牌意識薄弱,對水產業(yè)創(chuàng)品牌缺乏正確的引導與扶持;同時,水產品品牌創(chuàng)建缺少科技支撐、資金不足也是阻礙當前水產業(yè)創(chuàng)品牌的又一重要制約因素。在對我國品牌水產品出口制約因素分析的基礎上,考察并借鑒了水產貿易強國品牌戰(zhàn)略實施的經驗。首先,技術進步與社會分工是國際品牌產生的基礎,先進的技術確保了品牌產品、質量與功能上的先進性,使品牌更易被市場所接收;其次,國際品牌的發(fā)展需要政府支持,政府可以通過創(chuàng)造良好的市場環(huán)境為名牌的發(fā)展鋪路搭橋,還可以通過它的科技政策、稅收政策、對外貿易政策及一定的“政府營銷”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,實現(xiàn)國際化。 針對我國水產品出口創(chuàng)品牌所面臨的問題,提出了實施水產品品牌戰(zhàn)略需要企業(yè)、政府和行業(yè)協(xié)會的共同努力。企業(yè)是實施水產品品牌戰(zhàn)略的主體。水產品品牌建設是擺在水產企業(yè)面前的重要課題,是企業(yè)創(chuàng)品牌、立名牌的一項系統(tǒng)工程,是推動我國水產企業(yè)發(fā)展的重要措施之一。因此水產企業(yè)必須用戰(zhàn)略眼光,統(tǒng)籌考慮,應著重實施品牌創(chuàng)立戰(zhàn)略、品牌擴張戰(zhàn)略和品牌維護戰(zhàn)略。水產企業(yè)實施水產品出口品牌戰(zhàn)略離不開政府的支持和行業(yè)協(xié)會的輔助。針對我國水產業(yè),我國政府應盡快建立自主品牌和知識產權戰(zhàn)略的各方面的協(xié)調機制,建立統(tǒng)一的政策規(guī)劃和實施的機制。 在國際化背景下對我國水產企業(yè)品牌發(fā)展進行系統(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,有利于提高我國水產企業(yè)品牌戰(zhàn)略決策水平,提升其國際競爭力,實現(xiàn)可持續(xù)發(fā)展,這不僅對于我國水產企業(yè)發(fā)展具有現(xiàn)實指導意義,而且為國家相關政策的制定和調整提供了理論依據(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.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F752.62;F273.2
本文編號：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.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F752.62;F273.2
【引證文獻】
相關期刊論文 前2條
1 李樹超;韓晶晶;;農產品出口影響因素分析及對策探討——以青島市為例[J];農業(yè)科技管理;2011年04期
2 葉霆;鄧蕾;劉奕秋;;衢州市生態(tài)漁業(yè)品牌建設探析[J];中國漁業(yè)經濟;2012年03期
相關碩士學位論文 前1條
1 葉美仙;紅島蛤蜊營銷策略研究[D];中國海洋大學;2012年
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