I 摘要 中国是水产品生产和消费大国，随着国民经济的持续发展，人们的健康、环保意 识逐步增强，从事有机鱼产品生产的企业应运而生。有机鱼产品营养丰富、口感好， 但生产周期长、产量低、成本高，售价高于饲料养殖鱼产品。由于市场信息不对称， 产品差异点的市场认可度不够等原因，消费者的获得利益感知不明显，导致不少生产 企业的产品价格始终在低位徘徊，企业生存艰难。只有成为行业的强势品牌，这类企 业才能摆脱困境、获得发展。 针对强势品牌建设的相关问题，国内外学者已经进行了大量研究，这些成熟的品 牌建设理论的宏观指导意义很强，但关于有机鱼产品的强势品牌建设的研究相对薄弱， 需要结合其行业特殊性，有针对性研究解决该行业产品强势品牌建设的策略。 为了更好地结合有机鱼市场营销的实际情况，本文基于消费者视角进行有机鱼产 品强势品牌建设研究，以广元市JH生态渔业开发有限公司的有机鱼品牌建设为具体研 究对象。该公司以其得天独厚的资源优势条件，主营有机鱼产品产销。目前，JH有机 鱼的品牌建设取得了一定成效，但在具有完全竞争市场性质的农产品市场中，与其他 鱼产品的差异化营销效果不明显，品牌缺乏影响力、价格支撑力，离创建区域强势品 牌的目标仍有一段距离，企业的发展遇到瓶颈。 为切实解决公司产品品牌建设面临的品牌效应不明显，企业竞争力不强等问题， 笔者通过问卷调查、消费者访谈、文献研究等方法，将企业发展面临的主要问题，归 结为品牌建设不强势的问题；将公司区域强势品牌的建设需求与凯勒的CBBE强势品牌 建设模型结合起来，通过强势品牌建设模型的应用，发现JH有机鱼品牌建设存在的深 层次问题，据此提出可行性营销策略，实现JH有机鱼强势品牌建设目标。 通过细致的研究，笔者提出了以“两基两翼”为主线的JH有机鱼创建强势品牌路 径，两基是产品与人才队伍，两翼是树立深入人心品牌的差异点和提供优质服务，两 基是本，两翼是术。这条路径主要围绕该企业有机鱼产品强势品牌建设提出，具有明 确的针对性和较大的可操作性。 关键词：JH有机鱼；强势品牌；CBBE模型 论文类型：应用研究 西南科技大学硕士学位论文 II ABSTRACT Chinaisamajorproducerandconsumerofaquaticproducts,withcontinuous developmentofnationaleconomy,people'sawarenessofhealthandenvironmental protectionhasbeengraduallyenhanced.Enterpriseswhichengagedintheproductionof organicfishproductscameintobeinganicfishproductsarenutritiousandtasty.Butthe productioncycleislong,theoutputislow,thecostishigh,thepriceishigherthanthatof feedfish.Becauseofthemarketinformationasymmetry,therecognitionofproduct differencesinthemarketisnotenoughandotherreasons,consumers'perceptionofbenefits isnotobvious,asaresult,theproductpriceofmanymanufacturershavebeenhoveringata lowlevel,businessesstruggletosurvive.Enterprisescangetoutofthepredicamentand achievedevelopmentwithastrongbrandintheindustry. Forstrongbrandbuildingrelatedissues,scholarsfromdomesticandforeignhavedone alotofresearch.Thesematurebrandbuildingtheoryprovideprofoundmacroguidance. However,theresearchonthestrongbrandbuildingoforganicfishproductsisrelatively weak,itisnecessarytodotargetedresearchtosolvetheindustryproductstrongbrand buildingstrategycombiningitsindustryparticularity. Inordertobettercombinetheactualsituationofmarketing,thispaperselectsthe researchontheconstructionofstrongbrandoforganicfishproductsfromtheperspectiveof consumers.TakingthebrandbuildingoforganicfishofGuangyuanJHEcologicalFishery DevelopmentCo.,Ltd.asthespecificresearchobject.Thecompanyismainlyengagedin theproductionandmarketingoforganicfishproductswithitsuniqueresourceadvantages. Atpresent,JHorganicfishbrandconstructionhasmadesomeachievements,butina perfectlycompetitiveagriculturalmarket,theeffectofdifferentiatedmarketingwithother fishproductsisnotobvious.Thebrandlacksinfluenceandpricesupport,thereisstillsome waytogobeforethegoalofcreatingastronglocalbrand,Thedevelopmentoftheenterprise isfacingbottlenecks. Inordertoeffectivelysolvetheproblemssuchasthebrandeffectisnotobviousandthe competitivenessofenterpriseisnotstrong,throughquestionnairesurvey,consumer interview,literatureresearchandothermethods,theauthorsumsuptheproblemsfacedby thedevelopmentofenterpriseastheproblemsofweakbrandbuilding;Combiningthe company'sregionalstrongbrandbuildingneedswithKeller'sCBBEstrongbrandbuilding model,throughtheapplicationofstrongbrandbuildingmodel,wefoundthedeep-seated ABSTRACT III problemsinJHorganicfishbrandbuilding,putforwardfeasiblestrategies,andachievethe goalofJHorganicfishstrongbrandbuilding. Throughcarefulresearch,theauthorputsforwardthepathofJHorganicfishtocreatea strongbrandwith"twobasesandtwowings"asthemainline.Thetwobasesareproducts andtalentteam.Thetwowingsaretoestablishthedifferencesbetweenpopularbrandsand providehigh-qualityservices.Thetwobasesarethefoundationandthetwowingsarethe technology.Thispathismainlyputforwardaroundtheconstructionofstrongbrandof organicfishproductsoftheenterprise,whichhasclearpertinenceandgreatoperability. Keywords:JHOrganicFish;StrongBrand;CBBEModel Typesofpapers:ApplicationResearch 西南科技大学硕士学位论文 IV 目录 1绪论.................................................................................................................................................1 1.1研究背景.................................................................................................................................1 1.2研究目的及意义.....................................................................................................................1 1.2.1研究目的..........................................................................................................................1 1.2.2研究意义..........................................................................................................................2 1.3国内外研究现状......................................................................................................................3 1.3.1国内研究现状..................................................................................................................3 1.3.2国外研究现状..................................................................................................................4 1.3.3研究述评..........................................................................................................................5 1.4研究内容与方法......................................................................................................................6 1.4.1研究内容..........................................................................................................................6 1.4.2研究方法..........................................................................................................................6 2强势品牌创建相关理论分析.........................................................................................................8 2.1强势品牌界定..........................................................................................................................8 2.2USP理论..................................................................................................................................8 2.3品牌定位理论.........................................................................................................................9 2.4品牌识别理论.........................................................................................................................9 2.5产品差异化理论...................................................................................................................10 2.6CBBE模型..............................................................................................................................10 3JH有机鱼品牌建设现状..............................................................................................................13 3.1JH渔业简介............................................................................................................................13 3.2产品及营销概况....................................................................................................................13 3.3公司品牌建设方面的举措及成效........................................................................................14 3.4基于CBBE模型的JH有机鱼品牌测量...............................................................................14 3.4.1基于CBBE模型的问