摘要
"舟山海鲜"品牌的经营,不仅是舟山海鲜产品营销的必然趋势,也是提高渔业企业市场竞争力的重要途径。通过对舟山海鲜品牌经营问题的分析,发现目前"舟山海鲜"品牌经营存在品牌管理缺失、不符合品牌标准、海鲜加工食品也存在着质量以及经营的外部环境等问题。基于此,提出了加大管理力度、注重品牌质量标准、倡导技术创新,提升产品质量、改善品牌创建的外部环境等实现途径。
The operation of the“Zhoushan Seafood”brand is not only an inevitable trend of Zhoushan seafood product marketing,but also an important way to improve the market competitiveness of fishery enterprises.Through the analysis of Zhoushan seafood brand management issues,it has been found that there are problems with the quality of the seafood and processed foods that currently lack brand management in the“Zhoushan Seafood”brand management and that do not meet the brand standards,as well as the external environment of the business.Based on this,it proposes ways to increase management,focus on brand quality standards,advocate technological innovation,improve product quality,and improve the external environment created by the brand.
作者
张向丽
马尚平
Zhang Xiang-li;Ma Shang-ping(School of Economics and Management,Zhejiang Ocean University,Zhoushan 316022,China)
出处
《江苏商论》
2018年第4期29-31,共3页
Jiangsu Commercial Forum
关键词
舟山海鲜
品牌经营
问题
对策
Zhoushan seafood
brand management
problems
countermeasures
