休闲渔业品牌战略构建的必要性分析

Necessity analysis on constructing brand strategy of the recreational fisheries

摘要:

构建我国休闲渔业产品品牌战略尤为重要，它不仅关系到渔业资源的可持续利用，还关系到休闲渔业在全国乃至世界的竞争力，它是休闲渔业经营者在市场竞争中的必然选择。基于品牌战略视角提出了发展休闲渔业的新思路，即通过对休闲渔业品牌形象的设计，运用一系列的传播媒介进行宣传，打响知名度，吸引消费者前来观光、休闲和娱乐，从而提高休闲渔业的市场竞争力。通过对我国休闲渔业品牌建设中存在问题的探讨，从经营者、消费者和全局角度讨论了构建我国休闲渔业品牌战略的必要性，不仅有助于经营者抢占市场份额、实现产品差异化，扩大经济收益，还有助于充分挖掘当地“鱼文化”，提高休闲渔业的文化品味。另外在帮助消费者进行择优选择的同时，还有助于提升我国休闲渔业的整体竞争力，增强我国休闲渔业的整体竞争实力。又从定位生态品牌、整合现有产品、确保品牌质量及突出“鱼文化”、巩固“乡村性”等几个方面进一步指出构建休闲渔业品牌战略时应注意的问题。

Abstract:

Constructing brand strategy of the recreational fisheries products is very important.It is not only related to the sustainable use of fisheries resources, but also related to the competitiveness of recreational fishery in the country and the world.And it is an inevitable choice to the recreational fishing operators in the market competition.Firstly,the author points out the essence of recereational fishery from brand strategy point of view.Operators design the brand image of recreational fishing,promote the brand of the company in a series of mass media,and make sure that the brand is known to the public.With their propaganda,the consumers from other parts of the country will be drawn to visit,have leisure and enjoy.By these efforts,the market competitive edge of recereational fishery will be raised.Secondly,based on the developmental status of the brand construction of recereational fishery in China,the author points out the necessity of the brand strategy construction on the recreational fisheries in China from these perspectives of operators, consumers and the whole nation.For example,it could help operators to seize market shares,carry out product variation to expand the economic benefits.And it also helps to fully exploit the local “Fish Culture” to improve culture tastes of recreational fishing.In addition,it could help customers to choose the best products.Importantly it is beneficial to the country to raise the whole competitiveness of recreational fisheries,and enhance our overall competitive strength of recreational fisheries.Lastly,the author points out some problems in constructing the brand strategy on the Chinese recreational fisheries.It contains that ecological brand positioning,integration of existing products,protection of brand quality,outstanding “Fish Culture” and consolidation of “fishing villiage”.