The Creation And Management Of Aquatic Products Brand

In recent years, as the annual output of aquatic products is very big, China hasbeen regarded as a great power in the world, accounting for about a third ofaquaculture-producing in the world total output of aquatic products. But after joiningWTO, the competition in the aquatic product market is increasingly fierce. Due to thelack of consciousness on aquatic products enterprise brand and the lack of emphasison creation and maintenance of aquatic products brand, leading to that creating the inChina starts late and that experience on the brand of aquatic products is scare. Thesales of the aquatic products without brand in the international market is lowvalue-added, also the profit is very small, which is not only no good to theimprovement of aquatic products production, but also has seriously restricted theeconomic development of our country. Therefore, to cope with the internationalchallenges and important way to enhance the competitiveness of their own, it isnecessary and inevitable for our country to promote the creation and management ofaquatic products brand to a new stage. Under the new situation, the requirement ofaquaculture brand is strong and important for our country to achieve healthy and rapiddevelopment of the economy.In the aspect of theory, mainly this paper summarized the related concepts ofaquatic products brand,analyzes the present situation and problems of the brandcreation and management of aquatic products and the present situation of creation andmanagement of aquatic products brand both in domestic and in abroad. Then based onthe theoretical research, this paper presents the process model of creation andmanagement of aquatic products brand. Meanwhile, in the aspect of practice, mainlythrough the questionnaire and on-the-spot investigation to collect relevant data, thispaper find out existing problems of enterprises, industry associations and governmenton the process of creating and managing the aquatic products brand, respectively,then analysis the deep reasons. Lastly and accordingly, this paper puts forward severalsuggestions and ways for our country to transform to an aquaculture power.The purpose of this paper is to summarize the related theory of creation andmanagement of aquatic products brand and then to provide references for practice ofaquatic products brand. Specifically:(1) to summarize the relevant theory andconcepts of creation and management of aquatic products brand, the theory andconcepts of brand both in the domestic and in abroad (2) to analysis the presentIII situation of creation and management of aquatic products brand in our country and todetermine the roles that the creation and management of aquatic products brand couldplay.(3) to pinpoint the main major participants and their functions on creation andmanagement of aquatic products brand, to determine the pattern of how to create andmanage aquatic products brand and to help specify the task of the differentparticipants in the process of the creation and management of aquatic products brand(4) to summarize the problems existing in the process of creation and management ofaquatic products brand and reasons, then to put forward suggestions.The methods used by the author in this paper includes: with microeconomics,agricultural economics, brand, management theories,methods of literature research,questionnaire, case analysis and other research methods, to study the theoreticalproblems of creation and management of aquatic products brand, to generalize presentsituations, and to give advices and suggestions. This paper in detail generalizes theconcepts and relevant theory of creation and management of aquatic products brand,combining foreign experience on the creation and management of aquatic productsbrand with the current conditions in our country; specify the major participants andtheir functions during the process of the creation method of aquatic products brand;most importantly, put forward the mode of how to create and manage the aquaticproduct brand; through the case of suzhou "Yangcheng" lake crab, make thequestionnaire survey and collect data to summarizes experiences on creation andmanagement of crab brand; also contrastively and qualitatively analyses the processof how they create and manage the crab brand.The deficiencies of this paper include: lack of quantitative model system of howto create and manage of aquatic products brand; also need to apply the theory into thelarger sample, ensuring the more rigorous and scientific estimation and research; theresearch on the participants of aquatic products brand is insufficient; lack moreperfect methods of analysis on brand on the basis of characteristics and varieties ofaquatic product; collecting sample data is limited, so can’t guarantee the objectivity ofresearch.