产业集聚视角下我国大菱鲆养殖品牌建设分析

发布时间：2018-03-16 14:12

本文选题：大菱鲆养殖产业　切入点：区域品牌建设　出处：《上海海洋大学学报》2017年01期 　论文类型：期刊论文

【摘要】：近年来,我国大菱鲆养殖业受困于养殖产品供大于求和质量安全等问题,产品价格持续走低。打造区域品牌可能是该产业走出困境的一个重要途径,而此类品牌的打造需要有一定的产业集聚作为基础。因此,先运用区位熵指数和行业集中度鉴别该产业的产业集聚程度,再以产业集聚为视角构建区域品牌建设的理论模型,并以"兴城多宝鱼"品牌为案例,对理论模型之结论进行验证。结果表明:我国大菱鲆养殖产业集聚主要集中在辽宁、山东、河北三省,其中辽宁省兴城市的产业集聚水平较高;产业集聚形成的资源优势、产品优势、市场优势、技术优势、产业政策导向和行业组织服务能有效推进品牌建设;但在区域品牌建设中缺乏强势龙头企业,缺乏区域品牌的整体战略规划,存在"搭便车"和"囚徒困境"问题。基于此研究结果,建议以龙头企业为依托引导产业转型,以多宝鱼养殖协会为品牌的所有者,建立行业标准和品牌营销基金。
[Abstract]:In recent years, China's turbot breeding industry has been beset by problems such as oversupply of aquaculture products and quality and safety, and product prices have continued to decline. Building regional brands may be an important way for the industry to get out of its predicament. Therefore, the degree of industrial agglomeration is identified by using location entropy index and industry concentration degree, and then the theoretical model of regional brand construction is constructed from the perspective of industrial agglomeration. Taking Xingcheng Dobaoyu brand as a case, the conclusion of the theoretical model is verified. The results show that the industrial agglomeration of turbot is mainly concentrated in Liaoning, Shandong and Hebei provinces. The industrial agglomeration level of Xingcheng city in Liaoning Province is relatively high, the resource advantage, product advantage, market advantage, technology advantage, industrial policy guidance and industry organization service can effectively promote brand construction. However, there is a lack of strong leading enterprises in the construction of regional brands, a lack of overall strategic planning of regional brands, and problems of "hitchhiking" and "prisoners' dilemma". Based on the results of this study, it is suggested that leading enterprises should be used as the basis to guide the industrial transformation. To establish industry standards and brand marketing fund with Dolarine Culture Association as the owner of the brand.
【作者单位】：上海海洋大学经济管理学院;
【基金】：现代农业产业技术体系专项资金资助(CARS-50-11)
【分类号】：F326.4

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