【作者】 王波；

【导师】 邵桂兰；

【作者基本信息】 中国海洋大学 ， 企业管理， 2008， 硕士

【摘要】 2007年商务部推出的出口品牌战略突出三类重点商品,即高科技产品、机电产品和有传统出口优势的农产品。近年来,水产品己成为我国具有传统出口优势的农产品,连续八年居农产品出口额之首,出口增长势头较好。但我国水产品存在的附加值低、品牌弱的问题却不容忽视,目前的出口主要靠低价竞争和以量取胜,这种出口模式容易引发技术壁垒、反倾销等贸易摩擦,属于低层次竞争模式。因此,实施品牌战略,提高出口水产品附加值是我国水产品出口的重点工作。实施水产品品牌战略还存在很多制约因素。从企业层面来说,我国水产企业品牌意识薄弱,广告宣传不足,导致缺乏自主品牌,商品附加值非常低。因此,我国水产品出口的市场竞争力呈隐性下降趋势。从政府层面来说,各级业务主管部门品牌意识薄弱,对水产业创品牌缺乏正确的引导与扶持;同时,水产品品牌创建缺少科技支撑、资金不足也是阻碍当前水产业创品牌的又一重要制约因素。在对我国品牌水产品出口制约因素分析的基础上,考察并借鉴了水产贸易强国品牌战略实施的经验。首先,技术进步与社会分工是国际品牌产生的基础,先进的技术确保了品牌产品、质量与功能上的先进性,使品牌更易被市场所接收;其次,国际品牌的发展需要政府支持,政府可以通过创造良好的市场环境为名牌的发展铺路搭桥,还可以通过它的科技政策、税收政策、对外贸易政策及一定的“政府营销”手段支持名牌的发展;最后,品牌大幅度发展必须走向世界,实现国际化。针对我国水产品出口创品牌所面临的问题,提出了实施水产品品牌战略需要企业、政府和行业协会的共同努力。企业是实施水产品品牌战略的主体。水产品品牌建设是摆在水产企业面前的重要课题,是企业创品牌、立名牌的一项系统工程,是推动我国水产企业发展的重要措施之一。因此水产企业必须用战略眼光,统筹考虑,应着重实施品牌创立战略、品牌扩张战略和品牌维护战略。水产企业实施水产品出口品牌战略离不开政府的支持和行业协会的辅助。针对我国水产业,我国政府应尽快建立自主品牌和知识产权战略的各方面的协调机制,建立统一的政策规划和实施的机制。在国际化背景下对我国水产企业品牌发展进行系统的研究,丰富和发展了企业品牌战略的理论和方法,有利于提高我国水产企业品牌战略决策水平,提升其国际竞争力,实现可持续发展,这不仅对于我国水产企业发展具有现实指导意义,而且为国家相关政策的制定和调整提供了理论依据。更多还原

【Abstract】 The department of commerce promotes the export of brand strategy prominent three kind of key commodities in the year of 2007, namely the high tech product, the mechanical and electrical products and agricultural product having the tradition export superiority. In recent years, the aquatic product has become the agricultural product which has the tradition export superiority in China, and has occupied the first place in agricultural product volume of export for eight years in succession. It is better to the rising export tendency of the aquatic product. But the question that can’t be ignored in Chinese aquatic product is the low added value and the weak brand, and the export mainly depends on the low price competition and the quantity competition at the present, and the trade frictions such as technical barrier, counter-dumping and so on can be imitated easily by the kind of export pattern, which belongs to the low level competition pattern. Therefore, the implementation brand strategy and enhancing the export added value is the key work of aquatic product in our country.The implementation aquatic product brand strategy also has many restriction factors. From the enterprise stratification plane, Chinese aquatic enterprises brand consciousness is weak, and the advertisements propaganda is insufficiency, which cause to lacking the independent brand and the lower added value. Therefore, the export’s market competitiveness of Chinese aquatic product presents the declining trend. From the government stratification plane, the brand consciousness of all levels of responsible institution of the business is weak, and lack the correct guidance and the support to the aquatic enterprises in creating the brand; At the same time, lacking the technical support and the tightness of money to the brand foundation of the aquatic product is also the hindrance current aquatic products industry creates the brand another important restriction factor. In the basis of analysis the export restriction factors of Chinese brand aquatic product, this dissertation references and uses the experience of brand strategy implementation of powerful country of commerce of the aquatic products. First, the technology advancement and the social division of labor is the foundation of producing the international brand. The advanced technology can guarantee the sophistication of the brand product, the quality and the function, which causes the brand be received easily by the market; Next, the international brand’s development needs the government to support. Government may remove obstacles through the creation good market environment for the name brand development, and may also support name brand development through its technology policy, the tax policy, the foreign trade policy and the certain method of "the government marketing"; Finally, the brand develops by a large margin must go to the world and realizes the internationalization. The brand goes to the world generally by its high quality and the individuality culture reaching national culture characteristic.To the facing question of creating brand for Chinese export aquatic enterprises, this dissertation promotes the point that the implementation of brand strategy of aquatic products entails the concerted efforts of both enterprises and government. Enterprises are the main body of implementing brand strategy. The construction of aquatic products’ brand is an essential subject faced with aquatic enterprises, is a systematic program of creating well-known brands and is one of the important measures of promoting the development of Chinese aquatic enterprises. Therefore, aquatic enterprises should implement brand creation strategy, brand extension strategy and brand maintenance strategy from the strategic perspective. The implementation of brand strategy of Chinese enterprises entails government support. Chinese government needs to build the coordination mechanism in terms of building autonomous brand and strategy of intellectual property rights and unanimous policies and implementation mechanism.The theory and method of brand strategy management can be enriched by study systematically to the brand development strategy of Chinese aquatic enterprises under the internationalization background. It is conducive to raising Chinese enterprise’s brand strategic decision levels and promoting their international competitive power and realizes sustainable development. It is not only significant to enterprises but also provide the theory basis for the formulation and adjustment of related national policy.更多还原