| With the development of economy and the improvement of national living standard,the demand for seafood is increasing.Zhoushan,as the "Chinese seafood capital",has its own distinctive local characteristics,inclusive food culture and long-standing marine culture.Rich cultural connotation makes Zhoushan seafood set up its brand image in the whole country and the whole world.Therefore,the study of Zhoushan seafood regional brand development has a strong practical significance.This paper takes the regional brand development of Zhoushan seafood as the research object,and takes the internal elements and the external environment system analysis of the regional brand development as the theoretical basis.First of all,using case analysis,interview method to analyze the status quo of Zhoushan seafood regional brand management,in which from Zhoushan seafood regional brand formation process,regional characteristics,industrial basis and regional brand connotation four aspects,including:Zhoushan seafood regional brand formation process,regional characteristics,industrial basis and regional brand connotation four aspects.This paper summarizes the management status of Zhoushan seafood regional brand and reveals its advantages and disadvantages.Secondly,the external environment of Zhoushan seafood regional brand development is analyzed.In this chapter,the traffic environment,the policy environment,the application environment of new technology,the logistics environment,the market environment and the sea environment are analyzed comprehensively.It concludes the opportunities and challenges in the external environment of Zhoushan seafood regional brand development.This paper also analyzes the typical cases of brand development in Yangcheng Lake,summarizes its development experience and enlightenments to the development of Zhoushan seafood regional brand.Finally,combined with the conclusion of current situation and environmental analysis,on the basis of typical case experience,this paper puts forward some countermeasures to promote the regional brand development of Zhoushan Seafood: improve regional brand awareness,strengthen the management and promotion of regional brand;Strengthen the control and supervision to ensure the quality and safety of aquatic products;increase the investment in science and technology to enhance the image of product quality;lengthen the industrial chain and strengthen the industrial strength;promote the extension of Zhoushan seafood regional brand and improve the brand influence;Strengthen the incentive mechanism construction of regional brand development,provide theoretical ideas for Zhoushan seafood regional brand development research. |
