摘 要
闽东是我国水产养殖与商贸的主要区域，也是我国推进两岸经济合作的重点区域。本地水产品种类丰富，水产品加工企业众多，已逐渐成为地方特产，地方政府、企业和水产品从业者都积极推进了水产品品牌的建设，并取得了一定的成效，其主要水产品大黄鱼、紫菜、海带等虽然获得驰名商标等荣誉，也打响了品牌知名度，但整体上，闽东水产品的品牌构建还面临不少问题。文章从闽东区域水产品牌的发展状况入手，从问卷、问卷、资料等方面对闽东区域的水产品牌进行了研究，并结合国内、国外、国外的一些做法，指出了闽东区域的水产品牌建设应采取的对策：品牌特征匹配、传播诉求明晰、终端服务完善、品牌管理专业。
在商品交易中，品牌的构建是一个非常关键的环节，它不仅可以提升公司的整体实力，还可以在一定程度上提升一个地区的市场竞争水平。区域内的可持续发展需要培育和竞争名牌。因此，在加强闽东水产品牌的基础上，加强闽东水产品牌的美誉度、品牌偏好、品牌忠诚等方面的研究，是非常有实际价值的。
关键词：闽东 水产品 品牌建设
Abstract
East Fujian is the main area for aquaculture and trade in China, and also the key area for China to promote cross-strait economic cooperation. The local aquatic products are rich in variety, and there are many aquatic products processing enterprises, which have gradually become local specialties. Local governments, enterprises and aquatic products practitioners have actively promoted the construction of aquatic products brands, and have achieved certain results. Although their main aquatic products, such as large yellow croaker, laver, and kelp, have won the honors of well-known trademarks, and have also raised brand awareness, but on the whole, the brand construction of Fujian's aquatic products still faces many problems. Starting with the development of the aquatic brand in the eastern Fujian region, this paper studies the aquatic brand in the eastern Fujian region from the aspects of questionnaires, questionnaires and materials, and points out the countermeasures that should be taken for the construction of the aquatic brand in the eastern Fujian region by combining some practices at home, abroad and abroad: matching the brand characteristics, clear communication appeals, perfect terminal services, and professional brand management.
In commodity trading, brand building is a very key link. It can not only improve the overall strength of the company, but also improve the market competition level of a region to a certain extent. Sustainable development in the region needs to cultivate and compete with famous brands. Therefore, it is of great practical value to strengthen the research on the reputation, brand preference, brand loyalty and other aspects of the fishery brand in the east of Fujian on the basis of strengthening the fishery brand in the east of Fujian.
Key words: East Fujian aquatic products brand building
目 录
摘 要 I
Abstract II
1 前言 1
1.1 研究的背景和意义 1
1.2 国内外研究 2
1.2.1 国内研究 2
1.2.2 国外研究 3
2 品牌和品牌建设的相关概念与理论 3
2.1 品牌和品牌建设的概念内涵 3
2.1.1 品牌 3
2.1.2 区域品牌 4
2.1.3 品牌建设 4
2.2 品牌建设相关的理论 4
2.2.1 “品牌四合一”理论 5
2.2.2 “360度品牌管理”理论 6
3 闽东地区水产品品牌建设存在问题 6
3.1 品牌特征内外不相匹配 6
3.2 传播诉求身心不够统一 7
3.3 终端服务前后不很完善 7
3.4 品牌管理言行不太专业 8
4 闽东地区水产品品牌建设改进策略 9
4.1 表里如一打造品牌特征 9
4.2 形神兼备体现传播诉求 10
4.3 全程始末做好终端服务 10
4.4 专业强力实施品牌管理 11
5 结论 11
参考文献 13
致 谢 14
闽东是我国水产养殖与商贸的主要区域，也是我国推进两岸经济合作的重点区域。本地水产品种类丰富，水产品加工企业众多，已逐渐成为地方特产，地方政府、企业和水产品从业者都积极推进了水产品品牌的建设，并取得了一定的成效，其主要水产品大黄鱼、紫菜、海带等虽然获得驰名商标等荣誉，也打响了品牌知名度，但整体上，闽东水产品的品牌构建还面临不少问题。文章从闽东区域水产品牌的发展状况入手，从问卷、问卷、资料等方面对闽东区域的水产品牌进行了研究，并结合国内、国外、国外的一些做法，指出了闽东区域的水产品牌建设应采取的对策：品牌特征匹配、传播诉求明晰、终端服务完善、品牌管理专业。
在商品交易中，品牌的构建是一个非常关键的环节，它不仅可以提升公司的整体实力，还可以在一定程度上提升一个地区的市场竞争水平。区域内的可持续发展需要培育和竞争名牌。因此，在加强闽东水产品牌的基础上，加强闽东水产品牌的美誉度、品牌偏好、品牌忠诚等方面的研究，是非常有实际价值的。
关键词：闽东 水产品 品牌建设
Abstract
East Fujian is the main area for aquaculture and trade in China, and also the key area for China to promote cross-strait economic cooperation. The local aquatic products are rich in variety, and there are many aquatic products processing enterprises, which have gradually become local specialties. Local governments, enterprises and aquatic products practitioners have actively promoted the construction of aquatic products brands, and have achieved certain results. Although their main aquatic products, such as large yellow croaker, laver, and kelp, have won the honors of well-known trademarks, and have also raised brand awareness, but on the whole, the brand construction of Fujian's aquatic products still faces many problems. Starting with the development of the aquatic brand in the eastern Fujian region, this paper studies the aquatic brand in the eastern Fujian region from the aspects of questionnaires, questionnaires and materials, and points out the countermeasures that should be taken for the construction of the aquatic brand in the eastern Fujian region by combining some practices at home, abroad and abroad: matching the brand characteristics, clear communication appeals, perfect terminal services, and professional brand management.
In commodity trading, brand building is a very key link. It can not only improve the overall strength of the company, but also improve the market competition level of a region to a certain extent. Sustainable development in the region needs to cultivate and compete with famous brands. Therefore, it is of great practical value to strengthen the research on the reputation, brand preference, brand loyalty and other aspects of the fishery brand in the east of Fujian on the basis of strengthening the fishery brand in the east of Fujian.
Key words: East Fujian aquatic products brand building
目 录
摘 要 I
Abstract II
1 前言 1
1.1 研究的背景和意义 1
1.2 国内外研究 2
1.2.1 国内研究 2
1.2.2 国外研究 3
2 品牌和品牌建设的相关概念与理论 3
2.1 品牌和品牌建设的概念内涵 3
2.1.1 品牌 3
2.1.2 区域品牌 4
2.1.3 品牌建设 4
2.2 品牌建设相关的理论 4
2.2.1 “品牌四合一”理论 5
2.2.2 “360度品牌管理”理论 6
3 闽东地区水产品品牌建设存在问题 6
3.1 品牌特征内外不相匹配 6
3.2 传播诉求身心不够统一 7
3.3 终端服务前后不很完善 7
3.4 品牌管理言行不太专业 8
4 闽东地区水产品品牌建设改进策略 9
4.1 表里如一打造品牌特征 9
4.2 形神兼备体现传播诉求 10
4.3 全程始末做好终端服务 10
4.4 专业强力实施品牌管理 11
5 结论 11
参考文献 13
致 谢 14
