中国水产品出口品牌战略研究

发布时间：2019-04-13 14:42

【摘要】： 2007年商务部推出的出口品牌战略突出三类重点商品,即高科技产品、机电产品和有传统出口优势的农产品。近年来,水产品己成为我国具有传统出口优势的农产品,连续八年居农产品出口额之首,出口增长势头较好。但我国水产品存在的附加值低、品牌弱的问题却不容忽视,目前的出口主要靠低价竞争和以量取胜,这种出口模式容易引发技术壁垒、反倾销等贸易摩擦,属于低层次竞争模式。因此,实施品牌战略,提高出口水产品附加值是我国水产品出口的重点工作。实施水产品品牌战略还存在很多制约因素。从企业层面来说,我国水产企业品牌意识薄弱,广告宣传不足,导致缺乏自主品牌,商品附加值非常低。因此,我国水产品出口的市场竞争力呈隐性下降趋势。从政府层面来说,各级业务主管部门品牌意识薄弱,对水产业创品牌缺乏正确的引导与扶持;同时,水产品品牌创建缺少科技支撑、资金不足也是阻碍当前水产业创品牌的又一重要制约因素。在对我国品牌水产品出口制约因素分析的基础上,考察并借鉴了水产贸易强国品牌战略实施的经验。首先,技术进步与社会分工是国际品牌产生的基础,先进的技术确保了品牌产品、质量与功能上的先进性,使品牌更易被市场所接收;其次,国际品牌的发展需要政府支持,政府可以通过创造良好的市场环境为名牌的发展铺路搭桥,还可以通过它的科技政策、税收政策、对外贸易政策及一定的“政府营销”手段支持名牌的发展;最后,品牌大幅度发展必须走向世界,实现国际化。针对我国水产品出口创品牌所面临的问题,提出了实施水产品品牌战略需要企业、政府和行业协会的共同努力。企业是实施水产品品牌战略的主体。水产品品牌建设是摆在水产企业面前的重要课题,是企业创品牌、立名牌的一项系统工程,是推动我国水产企业发展的重要措施之一。因此水产企业必须用战略眼光,统筹考虑,应着重实施品牌创立战略、品牌扩张战略和品牌维护战略。水产企业实施水产品出口品牌战略离不开政府的支持和行业协会的辅助。针对我国水产业,我国政府应尽快建立自主品牌和知识产权战略的各方面的协调机制,建立统一的政策规划和实施的机制。在国际化背景下对我国水产企业品牌发展进行系统的研究,丰富和发展了企业品牌战略的理论和方法,有利于提高我国水产企业品牌战略决策水平,提升其国际竞争力,实现可持续发展,这不仅对于我国水产企业发展具有现实指导意义,而且为国家相关政策的制定和调整提供了理论依据。
[Abstract]:The export brand strategy launched by the Ministry of Commerce in 2007 highlights three key commodities, namely, high-tech products, mechanical and electrical products and agricultural products with traditional export advantages. In recent years, aquatic products have become China's agricultural products with traditional export advantages, ranking first in the value of agricultural exports for eight consecutive years, and the momentum of export growth is relatively good. However, the added value of aquatic products in our country is low, but the problem of weak brand can not be ignored. At present, the export mainly depends on the low price competition and win by quantity. This export mode is easy to cause trade friction such as technical barriers, anti-dumping and so on. It belongs to the low-level competition mode. Therefore, the implementation of brand strategy and increase the added value of export aquatic products is the key work of China's aquatic products export. There are still many restrictive factors in implementing the brand strategy of aquatic products. From the enterprise level, our country aquatic product enterprise brand consciousness is weak, the advertisement propaganda is insufficient, causes the lack of independent brand, the commodity added value is very low. Therefore, the market competitiveness of China's aquatic products exports shows a recessive downward trend. From the government level, the brand awareness of the departments in charge of business at all levels is weak and lack of correct guidance and support for the creation of a brand in the aquatic industry; At the same time, the establishment of aquatic products brand lack of scientific and technological support, the lack of funds is also an important constraint to the current aquatic industry to create a brand. On the basis of analyzing the restrictive factors of export of brand aquatic products in China, the experiences of implementing brand strategy of strong countries in aquatic trade are investigated and used for reference. First of all, technological progress and social division of labor is the basis of international brand generation, advanced technology ensures brand products, quality and functional advancement, making the brand more easily accepted by the market; Secondly, the development of international brands needs the support of the government, which can pave the way for the development of famous brands by creating a good market environment. It can also adopt its science and technology policy, tax policy, and so on. Foreign trade policy and certain means of "government marketing" to support the development of famous brands; Finally, large-scale development of brand must go to the world and achieve internationalization. In view of the problems faced by the export of aquatic products to create a brand in China, it is proposed that the implementation of the brand strategy of aquatic products requires the joint efforts of enterprises, governments and trade associations. The enterprise is the main body that implements the aquatic product brand strategy. Brand building of aquatic products is an important subject in front of aquatic products enterprises. It is one of the important measures to promote the development of aquatic products enterprises in China as well as a systematic project to create brands and establish famous brands. Therefore, aquatic enterprises must use strategic vision, overall consideration, should focus on the implementation of brand creation strategy, brand expansion strategy and brand maintenance strategy. Aquatic products export brand strategy can not be implemented without the support of the government and the support of industry associations. In view of the aquatic industry of our country, our government should establish the coordination mechanism of the independent brand and intellectual property strategy as soon as possible, and establish the unified policy planning and implementation mechanism. Under the background of internationalization, this paper systematically studies the brand development of our country's aquatic enterprises, enriches and develops the theory and method of the enterprise's brand strategy, which is helpful to improve the decision-making level of our aquatic enterprise's brand strategy and promote its international competitiveness. The realization of sustainable development not only has practical guiding significance for the development of aquatic enterprises in China, but also provides a theoretical basis for the formulation and adjustment of relevant national policies.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F752.62;F273.2

【引证文献】