Research On Brand Strategy Of China's Export Of Aquatic Products

The department of commerce promotes the export of brand strategy prominent three kind of key commodities in the year of 2007, namely the high tech product, the mechanical and electrical products and agricultural product having the tradition export superiority. In recent years, the aquatic product has become the agricultural product which has the tradition export superiority in China, and has occupied the first place in agricultural product volume of export for eight years in succession. It is better to the rising export tendency of the aquatic product. But the question that can't be ignored in Chinese aquatic product is the low added value and the weak brand, and the export mainly depends on the low price competition and the quantity competition at the present, and the trade frictions such as technical barrier, counter-dumping and so on can be imitated easily by the kind of export pattern, which belongs to the low level competition pattern. Therefore, the implementation brand strategy and enhancing the export added value is the key work of aquatic product in our country.The implementation aquatic product brand strategy also has many restriction factors. From the enterprise stratification plane, Chinese aquatic enterprises brand consciousness is weak, and the advertisements propaganda is insufficiency, which cause to lacking the independent brand and the lower added value. Therefore, the export's market competitiveness of Chinese aquatic product presents the declining trend. From the government stratification plane, the brand consciousness of all levels of responsible institution of the business is weak, and lack the correct guidance and the support to the aquatic enterprises in creating the brand; At the same time, lacking the technical support and the tightness of money to the brand foundation of the aquatic product is also the hindrance current aquatic products industry creates the brand another important restriction factor. In the basis of analysis the export restriction factors of Chinese brand aquatic product, this dissertation references and uses the experience of brand strategy implementation of powerful country of commerce of the aquatic products. First, the technology advancement and the social division of labor is the foundation of producing the international brand. The advanced technology can guarantee the sophistication of the brand product, the quality and the function, which causes the brand be received easily by the market; Next, the international brand's development needs the government to support. Government may remove obstacles through the creation good market environment for the name brand development, and may also support name brand development through its technology policy, the tax policy, the foreign trade policy and the certain method of "the government marketing"; Finally, the brand develops by a large margin must go to the world and realizes the internationalization. The brand goes to the world generally by its high quality and the individuality culture reaching national culture characteristic.To the facing question of creating brand for Chinese export aquatic enterprises, this dissertation promotes the point that the implementation of brand strategy of aquatic products entails the concerted efforts of both enterprises and government. Enterprises are the main body of implementing brand strategy. The construction of aquatic products' brand is an essential subject faced with aquatic enterprises, is a systematic program of creating well-known brands and is one of the important measures of promoting the development of Chinese aquatic enterprises. Therefore, aquatic enterprises should implement brand creation strategy, brand extension strategy and brand maintenance strategy from the strategic perspective. The implementation of brand strategy of Chinese enterprises entails government support. Chinese government needs to build the coordination mechanism in terms of building autonomous brand and strategy of intellectual property rights and unanimous policies and implementation mechanism.The theory and method of brand strategy management can be enriched by study systematically to the brand development strategy of Chinese aquatic enterprises under the internationalization background. It is conducive to raising Chinese enterprise's brand strategic decision levels and promoting their international competitive power and realizes sustainable development. It is not only significant to enterprises but also provide the theory basis for the formulation and adjustment of related national policy.