摘要
乡村振兴背景下,推动农业高质量发展是时代的主旋律,而农业高质量发展离不开品牌强农。大闸蟹是江苏省食品文化的重要代名词之一,从近几年大闸蟹行业的发展以及品牌建设情况来看,大闸蟹行业在国内外水产行业已经具有一定的优势和竞争力,然而在取得重要成效的同时也存在一些亟需解决的新问题。运用态势分析法和层次分析法对江苏省大闸蟹品牌进行分析,剖析了江苏省大闸蟹品牌现阶段的优势、劣势、机会、威胁,并系统梳理产业发展的影响要素。研究认为:大闸蟹品牌提升适合采取“积极”战略强度,“抗争”“进取”战略类型,并根据战略判断有针对性地找出提升江苏省大闸蟹品牌竞争力的途径。
In the context of rural revitalization,promoting the high-quality development of agriculture is the main melody of the times,and it can not be separated from strong agricultural brands.Hairy crab is one of the important pronouns of food culture in Jiangsu Province.However,from the development and brand building of hairy crab industry in recent years,hairy crab industry has certain advantages and competitiveness in aquatic industry at home and abroad,but there are also some new problems that need to be solved.In this paper,SWOT analytical method and analytic hierarchy process(AHP)are used to analyze hairy crab brands in Jiangsu Province.This paper mainly expounds the advantages,disadvantages,opportunities and threats of Jiangsu hairy crab brands at the current stage,and sorts out the influencing factors,and concludes that the strategy strength suitable for the promotion of hairy crab brand is“tendency to be positive”,and the type is“struggle and enterprising”,so as to find out the way to enhance the competitiveness of Jiangsu hairy crab brands.
作者
郭庆猛
蒋高中
GUO Qingmeng;JIANG Gaozhong(Wuxi Fisheries College,Nanjing Agiricllural University,Wuxi Jiangsu 214081,China;Freshwater&Fisheries Research Center,Chinese Academy of Fishery Sciences,Wuxi Jiangsu 214081,China)
出处
《渔业信息与战略》
2023年第1期16-26,共11页
Fishery Information & Strategy
基金
江苏省种业振兴“揭榜挂帅”项目“中华绒螯蟹早上市新品种选育”[JBGS(2021)125]。
关键词
大闸蟹品牌
态势分析法
层次分析法
hairy crab brand
SWOT analytical method
analytic hierarchy process
