Xiangshan's "Fresh Seafood" Brand Development Strategy And Implementation Path

China is a maritime country as well as a maritime power.But in the fishery economy,it is still weak.The main reason is that fishery enterprises and fishermen still remain in traditional primitive farming and fishing thinking,neglecting the high-level development of seafood modernization.At present,China is in the period of great transformation of fishery economy.Regardless of the guidance requirements of the ministry of agriculture,or local policy support,all hope that fishery enterprises will actively explore and develop a new model of modern fisheries,raising the fishery economy to a new level.This article chooses "fresh seafood" as the research object.First of all,from the basic theory of branding.This paper explains the concept of branding and the basic connotation of branding strategy,and links with the actual situation of the particularity of seafood.It expounds the relevant market theory of seafood brand development,including market segmentation,target market and market position.The operation elements of seafood brand are summarized.Then it briefly describes the development and current situation of "fresh seafood",as well as the development of local seafood industry.And from the initial stage of enterprise branding,we import into the "fresh seafood" mature brand development strategy.We made detailed market segmentation,found suitable target market,and established the market positioning of enterprises.At the same time,proceeding from the actual situation,it analyzed the advantages,disadvantages,opportunities and challenges of enterprises,and concluded the strategic direction of development.Finally,the two cases of well-known seafood brands were analyzed,and a deep inspiration was obtained.It is concluded that the "fresh seafood" brand is suitable for the development strategy and implementation path of the enterprise itself.The purpose of this paper is to explore the background of the rapid development of the times and the continuous improvement of consumer's quality requirements for seafood,"fresh seafood" enterprises how to seize the key transformation period of fishery economy development,make a good transformation of traditional fishery economy to modern fishery economy,and committed to the brand development strategy of "fresh seafood".Strive to comprehensively upgrade the network,technology and sustainability,speed up the process of brand promotion of marine products,improve the added value of seafood and enhance brand influence.To face the increasingly fierce industrial reshuffle of seafood with enhancing the market competitiveness of seafood,it will bring more benefits to enterprises,fishermen and local economy.