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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。
In recent years, turbot farming in China has been trapped in such problems as oversupply of aquaculture products and quality and safety, and the prices of products have been on the decline. Building a regional brand may be an important way for the industry to get out of the woods, and building such brands requires a certain degree of industrial agglomeration as a foundation. Therefore, we first use the location entropy index and industry concentration to identify the level of industrial agglomeration in the industry, and then build a theoretical model of regional brand building from the perspective of industrial agglomeration. Taking “Xingcheng Duobao” brand as a case, The conclusion of the model is verified. The results showed that the concentration of turbot culture industry in our country mainly concentrated in three provinces of Liaoning, Shandong and Hebei, among which Xingcheng City of Liaoning Province had a high level of industrial agglomeration; resource advantage, product advantage, market advantage, technical superiority, industrial policy formed by industrial agglomeration However, the lack of strong leading enterprises in regional brand building and the lack of overall strategic planning of regional brands exist the problems of “free riding” and “prisoner’s dilemma.” Based on the results of this study, it is suggested that industry restructuring should be guided by leading enterprises and that the industry standards and brand marketing funds should be established with the owners of multi-species fish farming associations as their brands.