Research On The Construction Of Regional Brand Of Zhoushan Aquatic Product

With the upgrading and transformation of the fishery industry,China’s aquatic product supply capacity has been enhanced,At the same time,with the general improvement of people’s income level,the characteristics of consumption diversification and differentiation are becoming more and more obvious,more and more attention is paid to the "health and safety" of aquatic products,this puts forward stricter standards for the construction of aquatic product branding,which is conducive to tapping greater development potential and expanding a broader market.Zhoushan has an advantageous geographical location and abundant aquatic resources,and has a solid foundation for traditional fishery industries.In addition,aquatic enterprises,governments,industry associations and other construction entities have joined hands to build regional brands of aquatic products,and have achieved certain results.However,it should also be noted that the market competitiveness of Zhoushan aquatic products is not strong,and the influence is still relatively limited.Promoting the regional brand building of Zhoushan aquatic products has become an important measure for Zhoushan to build a "leading city in a demonstration area of common prosperity",It is of great positive significance to promote the transformation and upgrading of Zhoushan Fishery and accelerate the further development of Zhoushan Marine Tourism and related industries.This thesis mainly studies the regional brand construction of Zhoushan products.Through the literature research method,a large number of relevant data on the cultivation,driving force and brand strategy of regional brand construction are collected.On this basis,it first expounds the concept and characteristics of the regional brand of agricultural products and related theories such as the theory of brand marketing,the theory of origin effect,and the theory of competitive advantage.Secondly,by reviewing the general situation of Zhoushan aquatic product production and processing and Zhoushan aquatic product regional brand building,the present situation of Zhoushan aquatic product regional brand building is analyzed.Then adopt SWOT method to analyze the internal and external environment of Zhoushan aquatic product regional brand construction,and get the advantages,disadvantages,opportunities and challenges in the construction.Then,using the questionnaire method,combined with analytic hierarchy process and fuzzy analysis,this thesis constructs the evaluation index system of regional brand competitiveness of Zhoushan aquatic products,obtains the score of regional brand competitiveness,and finds out the main problems existing in the regional brand construction of Zhoushan aquatic products.Then compare the current situation and practices of regional brand construction of aquatic products at home and abroad,so as to provide reference experience for the regional brand development of Zhoushan products.Finally,it puts forward corresponding countermeasures for the problems existing in the regional brand construction of Zhoushan aquatic products,in order to put forward the decision-making basis for the regional brand construction of Zhoushan aquatic products.As the "capital of seafood in China",Zhoushan has accelerated its pace,vigorously promoted the construction of regional brands,made great efforts to improve the previous low-end route of "winning by quantity",and embarked on a high-end route of "high added value,high quality and high profit",which will help to improve the market competitiveness of aquatic products,increase fishery production,increase fishermen’s income and improve the quality of fishery development,it is also the inevitable choice of green and sustainable development.