文章摘要
曹自强,杨正勇.产业集聚视角下我国大菱鲆养殖品牌建设分析[J].上海海洋大学学报,2017,26(1):154-159.
CAO Ziqiang,YANG Zhengyong.Regional brand construction of turbot farming industry in China: a perspective of industrial agglomeration[J].Journal of Shanghai Ocean University,2017,26(1):154-159.
产业集聚视角下我国大菱鲆养殖品牌建设分析
Regional brand construction of turbot farming industry in China: a perspective of industrial agglomeration
投稿时间:2016-05-30  修订日期:2016-09-07
DOI:10.12024/jsou.20160501789
中文关键词: 大菱鲆养殖产业  区域品牌建设  产业集聚
英文关键词: turbot farming industry  regional brand construction  industrial agglomeration
基金项目:现代农业产业技术体系专项资金资助(CARS-50-11)
作者单位E-mail
曹自强 上海海洋大学 经济管理学院, 上海 201306  
杨正勇 上海海洋大学 经济管理学院, 上海 201306 zyyang@shou.edu.cn 
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中文摘要:
      近年来,我国大菱鲆养殖业受困于养殖产品供大于求和质量安全等问题,产品价格持续走低。打造区域品牌可能是该产业走出困境的一个重要途径,而此类品牌的打造需要有一定的产业集聚作为基础。因此,先运用区位熵指数和行业集中度鉴别该产业的产业集聚程度,再以产业集聚为视角构建区域品牌建设的理论模型,并以“兴城多宝鱼”品牌为案例,对理论模型之结论进行验证。结果表明:我国大菱鲆养殖产业集聚主要集中在辽宁、山东、河北三省,其中辽宁省兴城市的产业集聚水平较高;产业集聚形成的资源优势、产品优势、市场优势、技术优势、产业政策导向和行业组织服务能有效推进品牌建设;但在区域品牌建设中缺乏强势龙头企业,缺乏区域品牌的整体战略规划,存在“搭便车”和“囚徒困境”问题。基于此研究结果,建议以龙头企业为依托引导产业转型,以多宝鱼养殖协会为品牌的所有者,建立行业标准和品牌营销基金。
英文摘要:
      In recent years, China's turbot farming industry has been trapped in the mire of oversupply, quality safety and price falling. The regional brand construction may be an important approach to solve these problems. Regional brand construction should be based on a certain extent of industrial agglomeration. This paper therefore uses those criteria of location quotient and industrial concentration to estimate the agglomeration level of turbot farming industry in China, and constructs a theoretical model on the basis of industrial agglomeration, then takes the "Xingcheng turbot" brand as an example to verify the conclusion of the model. The results show that the industry agglomeration of turbot farming industry in China is mainly concentrated in Liaoning, Shandong and Hebei Provinces, and industrial concentration in Xingcheng city is most obvious. The resources, product, market and technological advantages, industry policy guidance and the services of industrial organizations can promote the construction of the brand. But this brand construction process also faces many problems, such as the lack of technical leading enterprise, the lack of overall strategy of the regional brand planning, the existence of "free rider" and "prisoner's dilemma". It is hereby recommended that leading enterprises be encouraged to organize medium and small turbot farms to work closely, establish fish farmers' associations and let the association be the owners of brands. It is also strongly suggested to establish a brand marketing fund and encourage brand-owning farmers to jointly fund advertising and marketing.
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