Research On The Evaluation And Improvement Of The Value Of Aquatic Brand In China

With the development of our national economy, fishery plays a more and moreimportant role, and international aquatic product markets competition is becomingincreasingly fierce. China is a big country of aquatic product production andexportation, but the construction practice of aquatic brands lags behind that of otherindustries, such as manufacturing industry. Brand value is the comprehensive embodyof the enterprise’s brand construction and management level. Through the research onthe evaluation and improvement of the value of aquatic brands in China, the researchcan find some main problems in fishery industry, providing the basis for managers tomake scientific decisions, solve the problems, allocate resources rationally and reducethe waste of investment; As for some strong brands, the brand value evaluation candisplay the strength of enterprises, further enhance their brand awareness, reputationand establish the good corporate images. In addition, this can also encourage theenterprises’ investors and employees. Therefore, research on the evaluation andimprovement of the value of aquatic brand in China can help to improve themanagement level and comprehensive strength, and realize the change of China froma big fishery country to a powerful one. The research has important theoretical andpractical significance.In this dissertation, firstly, the research gives a brief introduction of the basictheory of fishery brand, including brand, fishery and fishery brand. Secondly, itanalyzes the current situation of brand construction of fishery in china. The researchfinds the main problems are: fishery enterprise, government, consumers are lack ofawareness of brand; Fishery science and technology can’t meet the needs of thedevelopment of the fishery; The problems of homogenization of aquatic products,shortage of funds are very serious; The enterprises can’t scientifically understand andimplement brand strategy: no systemic planning, lack of promotion; decentralization of the producers, disorder competition and non-standardized aquatic markets, etc..Thirdly, the research analyzes the successful experiences of fishery brand constructionin foreign countries, such as USA, Norway and Japan. Fourthly, on the basis of thetheories of economics, management, marketing management, fishery economics andother disciplines, by using Delphi method, AHP method, Principal ComponentAnalysis Method, survey method, case analysis method and SPSS statistical software,the research puts forward a new evaluation model of the value of aquatic brands. Then,this model is used to evaluate the value of nine fisheries listed corporations: ZhangziIsland, Guolianshuichan, Homey, Dongfanghaiyang, Yiqiaomiaoye, Dahugufen,Baiyanggufen, Zhongshuiyuye, Kaichuangguoji. The evaluation results of the twomethods are almost same, proving the evaluation model is scientific.At last, on the basis of the study of successful experiences of fishery brandconstruction in USA, Norway and Japan and the analysis of the evaluation results, theresearch gives some suggestions to improve the value of aquatic brands in China. Themain countermeasures are: to increase the fishery brand awareness, to improve thelevel of science and technology, to constantly develop marketable new products withhigh added value, multi-channel solutions to funding problems, fishery enterprises’scientific implementation of brand strategy, etc.