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id="webContainer" class="webContainer"> <div id="container" class="container"> <div class="containerTop"> <div class="left"></div> <div class="center"></div> <div class="right"></div> </div> <div class="containerMiddle"> <div id="containerMiddleLeft" class="containerMiddleLeft"> </div> <div class="containerMiddleCenter"> <div id="containerMiddleCenterTop" class="containerMiddleCenterTop"> </div> <div id="containerForms" class="containerForms"> <div id="topForms" class="column forms mainForms topForms" style='display:none'> </div> <table class="containerFormsMiddle" cellpadding='0' cellspacing='0'> <tr> <td valign="top" id="containerFormsLeft" class="containerFormsLeft" style='display:none'> <div class="containerFormsLeftTop"> </div> <div id="leftForms" class="column forms sideForms leftForms"> </div> <div class="containerFormsLeftBottom"> </div> </td> <td valign="top" id="containerFormsCenter" class="containerFormsCenter"> <div id="centerTopForms" class="column forms mainForms centerTopForms" > <div id='module12' _modulestyle='103' _moduleid='12' class='form form12 formStyle103' style='' _side='0' > <div class=' formMiddle formMiddle12' style=''> <div class='formMiddleCenter formMiddleCenter12 ' valign='top'> <div class='formMiddleContent formMiddleContent12 fk-formContentOtherPadding' tabStyle='0'> <div class='newsDetail newsDetailV2 m_newsdetail__align-0' newsid='44'> <h1 class='title'>洪泽湖渔业品牌建设路径分析</h1> <div class='newsInfoWrap'><div class='rightInfo'><span class='newsInfo'><span id='newsQrCode' class='webSiteQrCode'> </span>二维码</span> <span class='newsInfo' ><span class='viewCount'></span><span class='newsViewCount'>2137</span></span> </div><div class='leftInfo'><span class='newsInfo'>发表时间：2020-08-18 09:01</span></div></div> <div class='line1'></div> <div class='richContent richContent0'> <div class="jz_fix_ue_img"><p style="box-sizing:border-box;font-size:13px;color:#999999;font-family:微软雅黑, "Microsoft Yahei", "Hiragino Sans GB", tahoma, arial, 宋体;text-align:center;margin-bottom:30px;"><br /></p><div class="dmtext" style="margin:0px;padding:0px;box-sizing:border-box;color:#000000;font-family:微软雅黑, "Microsoft Yahei", "Hiragino Sans GB", tahoma, arial, 宋体;font-size:12px;text-align:center;"><p style="box-sizing:border-box;color:#333333;text-align:left;font-size:15px;line-height:2;overflow-wrap:break-word;margin-bottom:30px;">摘要：近年来，产品的品牌竞争已经成为市场竞争的主流。渔业品牌化对现代渔业发展起着决定性的作用。本文通过分析洪泽湖地区渔业发展现状及其存在的问题，结合地方特色品牌和产业驱动力的农业品牌建设路径，因地制宜，以科技为支撑，以渔业文化建设为核心，以标准化管理为基础，打造地方品牌特色，发展龙头企业，建设全新的洪泽湖渔业品牌。以期打造洪泽湖知名品牌，推动洪泽湖渔业产业经济大发展。</p><p style="box-sizing:border-box;color:#333333;text-align:left;font-size:15px;line-height:2;overflow-wrap:break-word;margin-bottom:30px;">关键词：洪泽湖；渔业产业；品牌建设</p><p style="box-sizing:border-box;color:#333333;text-align:left;font-size:15px;line-height:2;overflow-wrap:break-word;margin-bottom:30px;">一、基本情况</p><p style="box-sizing:border-box;color:#333333;text-align:left;font-size:15px;line-height:2;overflow-wrap:break-word;margin-bottom:30px;">作为“五大淡水湖”之一的洪泽湖，位于江苏省淮海下游地区，西承淮河，东接苏北总渠和入江水道，联通长江与京杭大运河，具有**的地理位置。洪泽湖区属于暖温带，受季风气候影响，洪泽湖地区降水量充足，四季分明，且洪泽湖水水质属于中富营养性，对养殖大闸蟹、甲鱼、鳜鱼、银鱼、青虾等水产品十分有利。在经济全球化的背景下，不论是国内还是国外水产品市场竞争都十分激烈，因此这就要求水产品必须具有更高的质量和卫生安全。目前，产品的品牌竞争已经成为市场竞争主流。渔业品牌化是现代渔业发展的一个重要标志。通过品牌建设优化渔业产业结构，全方位提高渔业发展水平，确保实现渔业增效、渔民增收这一目标。全面实施品牌战略，挖掘水产品国内外市场的潜在竞争力，推动当地渔业经济健康和可持续发展是当今渔业发展的一个常态。阳澄湖大闸蟹是渔业品牌建设成功的一个范例，在仅有3.2万亩的产地中，其年产总值可以达到3亿元。2019年苏州政府为了恢复水面环境，改善水质，终止水面租赁大大减少了阳澄湖大闸蟹的养殖面积。洪泽湖大闸蟹作为洪泽湖渔业的支柱产业，对洪泽湖渔业的发展具有重要影响。通过抓住该机遇，打造洪泽湖大闸蟹的知名品牌，提高品牌影响力，带动相关产品产业的发展，推动洪泽湖渔业产业经济大发展。</p><p style="box-sizing:border-box;color:#333333;text-align:left;font-size:15px;line-height:2;overflow-wrap:break-word;margin-bottom:30px;">二、洪泽湖渔业产业发展现状</p><p style="box-sizing:border-box;color:#333333;text-align:left;font-size:15px;line-height:2;overflow-wrap:break-word;margin-bottom:30px;">自古洪泽湖就出产大闸蟹，至今已有1400多年的历史，但洪泽湖大闸蟹产业发展存在一些问题，对洪泽湖渔业发展存在重要影响。（一）生产分散、养殖缺乏科学性。洪泽湖原产地品牌缺少产品化运作，渔业从业者大都是分散作业，彼此间缺少交流。在这种分散作业的模式下不易达成相互合作的目标，形成规模化、产业化的作业模式。这种状况对提高本地区的竞争力，对本地知名品牌影响力的提升具有重大的阻碍作用。江苏省各地区养殖水平差异显著，层次不一，位于经济欠发达苏北地区的洪泽湖大闸蟹养殖尤为突出。江苏省内河蟹养殖面积约为400万亩，产量约为29万t，产量约占全国50%，而洪泽湖产量占全省的10%，产值却仅占1.6%。同时在政府“走小路、奔小康”的政策影响下，洪泽湖渔民沿湖大肆圈湖养鱼养蟹，导致养殖围网缺乏整体的科学规划，先天畸形。（二）品牌意识淡薄，品牌附加值低。受多年传统观念的影响，很多人都把商标等同于品牌，对于品牌的概念和意识比较模糊。水产品的优劣判断，消费者大多只从外观上进行分辨，没有较高的品牌需求。目前，洪泽湖虽然注册了很多的水产品商标，但省内外知***不多，消费者认知度不高。洪泽湖养殖面积为25万亩，年产量为2.5万t，产值为3.5亿元；太湖养殖面积为4.5万亩，年产量为2700t，年产值为4.5亿元。阳澄湖养殖面积为3.2万亩，年产量为2000t，产值为3亿元；将洪泽湖、太湖和阳澄湖这三者数据比较，可发现洪泽湖养蟹面积和产量是太湖、阳澄湖的10倍左右，但洪泽湖的亩产值却仅有太湖、阳澄湖的1/10。这充分说明了洪泽湖的地域资源优势没有得到充分发挥，大闸蟹的产品附加值低。（三）特色不明显，知名度低。虽然“洪泽湖大闸蟹”被农业农村部登记为“农产品地理标志”产品，并荣获“部级农产品地理标志示范样板”称号，产业整体素质和综合效益实现了质的飞跃[1]，但是通过调查发现，本地区在注册商标时，水产品相仿，特色不明显。如对大闸蟹注册的商标有很多，但是品牌类似，缺乏真正的特色和文化内涵，消费者的认可度低，也直接使其在水产品市场竞争力大打折扣。在水产品市场中，一旦提及大闸蟹，人们所熟知的都是阳澄湖大闸蟹、太湖大闸蟹，而洪泽湖大闸蟹只被本地区和附近地区的人所熟知，知名度过低，这也为其品牌产业的知名企业的创立增加了难度。（四）品牌扶持力度低，可开拓市场空间小。随着海外市场的开拓，洪泽湖大闸蟹也陆续向海外销售。但在出口过程中，洪泽湖大闸蟹同样也面临着质量检测不合格等问题，对外销售受到了限制。在这种状况下，由于缺少政府相关的资金政策支持、品牌建设等系列相关问题，导致其不能快速发展**产品和品牌企业，降低了洪泽湖大闸蟹的竞争力，进而在大闸蟹市场的抢夺中处于劣势地位。大闸蟹等水产品市场现在已经被各个地域产品分别占领，洪泽湖大闸蟹的市场生存空间变得狭窄，想要再开拓市场空间变得极为困难。[2]</p><p style="box-sizing:border-box;color:#333333;text-align:left;font-size:15px;line-height:2;overflow-wrap:break-word;margin-bottom:30px;">三、洪泽湖渔业品牌建设路径分析</p><p style="box-sizing:border-box;color:#333333;text-align:left;font-size:15px;line-height:2;overflow-wrap:break-word;margin-bottom:30px;">（一）地方特色品牌建设的基本路径。根据产品品牌生命周期理论，将地方特色相关产品品牌的生命周期分为品牌孕育期、品牌起步期、品牌成长期、品牌成熟期、品牌稳定期或衰退这几个阶段[3]。在品牌的孕育期中，科学的选择品牌的定位、准确地表述品牌的概念特色是这一阶段的主要工作；在品牌起步期中，需要对所选择的还在幼小时期的品牌进行重点培育，挖掘品牌的文化内涵，提升产品附加值；在品牌的成长期中，确定并强化品牌形象，增强品牌的影响力来推进产业发展。在品牌的成熟期中，此时品牌的知名度达到了一定高度并拥有了产品的忠诚客户，如何保持并提升优质的品牌形象成为这一阶段的关键。（二）基于产业驱动力的农业品牌建设路径。农业品牌的成长过程与品牌产业发展过程是相一致的，在经济的新常态下，根据产业驱动力的演变规律，确定农业产业未来的驱动力，对推进产业跨越发展十分有利[3]。从品牌生命周期与产业驱动结合的角度来看，农业品牌产业的发展一般遵循资源驱动、投资驱动、产业驱动、龙头驱动这四个发展过程。在品牌的孕育期，产业发展主要依靠资源驱动。在品牌起步期中，将投资驱动产业发展作为核心。在品牌成长期与成熟期中，以依靠产业驱动与龙头驱动来发展品牌产业。（三）洪泽湖渔业品牌建设的路径。根据上述品牌建设的框架，发展洪泽湖渔业品牌建设。洪泽湖地理区域优势突出，地处京杭大运河的交汇地，交通便利。洪泽湖属于暖温带，受季风气候影响，降水量充足，湖水水质属于中富营养性，对养殖大闸蟹、银鱼等水产品十分有利。1.以点带面、点面结合、以农补工、反哺农业。在农业现代化的大目标下，为实现经济效益和资源效益的**化，《国家农业可持续发展试验示范区建设方案》中提出“以点带面”，促进农业可持续发展。这对洪泽湖渔业的品牌发展具有借鉴作用。通过重点发展洪泽湖具有潜力的某个品牌，如大闸蟹，使大闸蟹品牌形成产业化。通过大闸蟹品牌，进一步带动洪泽湖相关水产品的销售，最终形成规模产业。洪泽湖拥有丰富的水产品资源，通过建立水产品加工工厂销售相关水产品。当销售形成一定规模并带来收益时，可以通过这些收益改善洪泽湖渔业养殖方面的问题，使得渔业更进一步发展。2.打造特色，借助标准化提升品牌区域附加值。渔业品牌资源相对分散，不利于打造全国范围的知名品牌。由地名产生的品牌本身就有强烈的排他性、差异性。洪泽湖地方政府充分利用地域优势打造区域特色品牌。同时优先选择一两种品牌进行支持，实行标准化生产试点，保证水产品的质量。将区域特色形象与高品质水产品品牌紧密结合在一起，提高品牌区域附加值。如提到红富士，消费者会想到苹果、“天下**秀水”养的鱼、“农夫山泉”培育的鱼子酱等。3.发展龙头企业，带动区域品牌发展。浙江庆元的林业企业通过对其龙头企业的培育扶持，使得当地竹产业得到高质量发展。洪泽湖渔业的发展也可以借鉴经验，大力发展龙头企业，带动本地区品牌的腾飞。积极对本土龙头企业培育扶持，有针对性地进行资金、技术、设备的一对一帮扶。加快渔业内部的转型升级，优化当地产业结构。对龙头企业内部的基础养殖基地、基础加工机械设备、质量安全认证等方面进行升级和完善，实现标准、品质、专业的生产。同时当地政府需要大力支持龙头渔业企业申报**、驰名商标，打造具有竞争力的品牌，提高在市场上的影响力。以龙头企业为载体，将各类鱼产品连成一个整体，加强品牌影响力，带动区域经济的腾飞。4.推进渔文化建设，提升区域品牌内涵。文化是企业生存发展的核心，是品牌特色化的体现。利用历史与人文环境赋予洪泽湖的独特文化底蕴，深挖品牌下独特的文化内涵，促进品牌影响力的提高。洪泽湖拥有独特的地理环境，适合银鱼、大闸蟹等水产品的培育。如培育出的大闸蟹具有个大、螯肥、肉香的特点，雄者脂白如玉，雌者膏黄如金。充分利用洪泽湖水产品生态和品质上的优势，提高品牌档次。将洪泽湖特有的“九牛二虎一只鸡”历史与传说融入品牌建设，设计特色产品包装形象与周边故事，推动渔文化的建设与发展，提升区域品牌特色内涵。（四）以科技为支撑，进一步夯实品牌建设基础。在新经济快速腾飞的大背景下，各行各业通过物联网、大数据采集、人工智能等高新技术涌现出一大批龙头企业。如龙头企业阿里巴巴集团凭借着云计算、大数据采集等这一新兴技术招牌带动了旗下各类子公司及其周边产品的快速发展。渔业也需要利用先进的科学技术，进一步夯实品牌建设的基础。引进先进技术对鱼苗、虾苗等进行筛选培育，确保水产品的品质。同时在养殖基地建立一体化的安全控制检测体系，确保从育苗到最后加工的安全。在确保水产品的质量基础上，依托互联网经济进行网络营销，进一步提高品牌知名度。</p><p style="box-sizing:border-box;color:#333333;text-align:left;font-size:15px;line-height:2;overflow-wrap:break-word;margin-bottom:30px;">参考文献：</p><p style="box-sizing:border-box;color:#333333;text-align:left;font-size:15px;line-height:2;overflow-wrap:break-word;margin-bottom:30px;">[1]刘学杰.用生态立名用名气立市——“洪泽湖大闸蟹”品牌发展纪实[J].农村工作通讯,2018,(12):58-59.</p><p style="box-sizing:border-box;color:#333333;text-align:left;font-size:15px;line-height:2;overflow-wrap:break-word;margin-bottom:30px;">[2]穆欢,张胜宇,杨俊虎等.洪泽湖大闸蟹产业发展现状及对策[J].渔业致富指南,2016,(1):18-19.</p><p style="box-sizing:border-box;color:#333333;text-align:left;font-size:15px;line-height:2;overflow-wrap:break-word;margin-bottom:30px;">[3]陈涛,罗洪福.都匀毛尖品牌建设路径分析[J].中国茶叶,2015,37(12):8-9.</p><p style="box-sizing:border-box;color:#333333;text-align:left;font-size:15px;line-height:2;overflow-wrap:break-word;margin-bottom:30px;">作者:孙琦张雪华陈彦华单位:徐州工程学院</p></div><p style="line-height:1.5em;"><img 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if(!Fai.isIE8() && !Fai.isIE7() ){ $LAB.script("//1-ss-jzali.faisys.com/js/dist/svg.min.js?v=202308031936"); } },0); (function(){ var bp = document.createElement('script'); var curProtocol = window.location.protocol.split(':')[0]; if (curProtocol === 'https'){ bp.src = 'https://zz.bdstatic.com/linksubmit/push.js'; } else{ bp.src = 'http://push.zhanzhang.baidu.com/push.js'; } var s = document.getElementsByTagName("script")[0]; s.parentNode.insertBefore(bp, s); })(); }); jzUtils.run({ "name": "Pre.errorReport", "base": window }); Site.beforeUnloadFunc(statId); // 在线视频模块 Site.loadCss("//2-ss-jzali.faisys.com/css/comm/video.js/video-js.min.css?v=202303151505"); Site.loadCss("//2-ss-jzali.faisys.com/css/dist/styles/video.min.css?v=202308031936"); $LAB.script("//1-ss-jzali.faisys.com/js/comm/video.js/video.min.js?v=202303151501"); $LAB.script("//1-ss-jzali.faisys.com/js/dist/libs/photoSlide.min.js?v=202308031936"); $LAB.script("//1-ss-jzali.faisys.com/js/dist/libs/imageEffect.min.js?v=202308031936") .wait(function () { jzUtils.trigger({ "name": "ImageEffect.FUNC.BASIC.Init", "base":Site }); }); }catch(e){ e.innerError = true; throw(e); } Site.isCssRenderError(); </script> <script type="text/javascript" id="firstPaintDataScript"> var FirstPaintData = { member: { memberTopbarVisible: true, loginScript: "//1-ss-jzali.faisys.com/js/dist/pages/memberLogin/index.min.js?v=202308031936", loginCss: "//2-ss-jzali.faisys.com/css/dist/styles/login.min.css?v=202308031936" }, rightBar: { open: true }, news: { openMobileRealName: false }, product: { openMobileRealName: false }, msgBoard: { openMobileRealName: false }, realNameAuth: { allowSubmitMessage: true, allowShowMessage: true }, vote: { authInfo: {"auid":170,"aid":28075254,"isHideJzPrimerVer_BUser":true,"allow":true,"name":"外链文章","minVer":10} } }; </script> </body> </html>

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洪泽湖渔业品牌建设路径分析 - 盱眙龙虾 满家乐

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