Research On Zhoushan Aquatic Products Brand Construction

The Zhoushan Islands New Area is located on the southeast coast of China.Due to its advantageous geographical location and rich aquatic resources,Zhoushan has a number of aquatic products processing industries with local characteristics.The government,aquatic products enterprises and industry associations have jointly carried out the construction of aquatic products brands and achieved some results.However,there are some problems in the construction of Zhoushan aquatic products brand.First,the government subsidy policy is imperfect,and the distribution of functions is unclear.Second,the aquaculture enterprises are backward in farming mode,low in science and technology,and weak in anti-counterfeiting awareness.Third,industry associations lack a unified communication platform,lack standard access mechanism,and lack brand awareness.To enhance the competitiveness of Zhoushan aquatic products market,it is necessary to embark on the road of brand building.This paper follows the writing idea of “discovering problems-analysing problems-understanding problems-solving problems”,focusing on the development of Zhoushan aquatic products processing industry in recent years,including the production of aquatic products,the quantity of aquatic products processing industry above designated size,and its GDP and aquatic products.An overview of brand building.Analyze the many factors affecting brand building,learn from the successful experience of domestic and international aquatic product brand building,and put forward the suggestions for the construction of Zhoushan aquatic product brand from the perspective of government,enterprises and industry associations.The government should formulate sound laws and policies,strengthen supporting infrastructure construction,promote green farming,and enhance brand support.Enterprises must ensure the good quality of aquatic products,improve product differentiation characteristics,strengthen brand promotion,adhere to the talent development strategy,and give brands Cultural connotation;industry associations should establish an information communication service platform,use legal means to protect regional brands,and achieve deep integration with tourism culture.Brand building is an important means to improve the comprehensive capabilities of enterprises,and is also an important microcosm of regional economic development.