There are very few aquatic products brands. Fuyang City is located in the central and western part of Zhejiang Province, on the upper reaches of the Qiantang River, on the bank of the Fuchun River, 30km away from Hangzhou. The water quality is good, the fishery resources are abundant, and the aquatic product market is active. In recent years, Fuyang City has gradually formed an advantageous and characteristic industrial belt such as the cultivation of famous and high-quality new aquatic products such as freshwater shrimp and triangle bream, high-quality white chain large water surface cultivation, and three-dimensional freshwater pearl cultivation. The main cultured species are freshwater shrimp and triangle bream. , yellow catfish, freshwater pearls, river crabs and silver carp, crucian carp, Chinese soft-shell turtle and other local specialty species. In 2008, the city's fishery breeding area reached 37,500 acres, the Fuchun River proliferation area was 72,000 acres, and more than 11,400 acres of standard ecological fish ponds were renovated. The total fishery output reached 9,137 tons, and the total fishery output value reached 215 million yuan. Fishery has become one of the leading agricultural industries in Fuyang City, laying a solid foundation for the brand building of Fuyang Fishery. By the end of 2008, there were a total of 18 aquaculture enterprises and professional aquatic cooperatives in the city, with registered brands such as "Guanshan Brand, Fishery Brand, Wufengsha Brand, Rock Ridge Brand, Qingshan Brand, Yangpohu Brand, Luzhu Brand, and Fumeng Brand" ” and other 8 trademarks; obtained 24 pollution-free aquatic product certifications and 14 pollution-free base certifications, with an area of ??453hm2; cultivated and established 5 Hangzhou urban agriculture demonstration bases and 2 Zhejiang Province standardization promotion demonstration bases, with an area of ????and The output is 7560 acres and 2872t respectively. Production enterprises and cooperatives represented by "Yangpo Lake" fresh shrimps, "Luzhu" brand Chinese soft-shelled turtles, "Shingling" bighead carps, and "Fumeng" animal health drugs have achieved good economic and social benefits. Among them, "Yangpo Lake" green shrimp won the Zhejiang Provincial Agricultural Products Exposition Award, and Hangzhou Fuyang Animal Health Drug Factory, with "Fu Meng" as its registered trademark, won the title of Hangzhou's leading agricultural enterprise and Hangzhou's leading scientific and technological enterprise. Registered trademark ≠ building brand Although Fuyang City has achieved certain results in brand building, due to the late start of aquatic product brand building and poor foundation, there is still a certain gap in understanding, and aquatic product brands are still in a low, small and scattered situation. , short-term behavior is more common, and the overall market competitiveness is not strong. The specific manifestations are as follows: Many farmers do not have strong awareness of aquatic product brand creation. Influenced by many years of traditional agricultural production and management concepts, the core of many farmers' production and management is still products, not brands. Most consumers have outdated concepts and usually only identify aquatic products based on their appearance. Their understanding of aquatic products only focuses on issues such as their freshness and safety, and they do not have high brand demand. They often regard brands as just trademarks, equate trademarks with brands, and have vague brand awareness. They even think that as long as a product has a trademark, it has a brand. The concept of brand building cannot keep up with the development requirements of the situation. At present, although many aquatic product trademarks have been registered, there are few well-known brands inside and outside the province. In addition, brand building requires a certain amount of energy and expense, and brand benefits are difficult to show in the short term. Therefore, the enthusiasm for creating brands is low, which also restricts the production of famous brand products. Although Fuyang City has introduced many famous and high-quality new aquatic species in recent years, the dominant species in culture are still conventional species such as the four major species of fish, silver crucian carp, bream, green shrimp, and pearls. The selection, quality, specifications and feeding methods of these aquatic products are almost the same, and they lack comparative advantages. Some registered trademarks of aquatic products have unclear features, empty brands, lack of market positioning and brand-specific cultural connotation, low consumer recognition, and lack of market competitiveness and price advantage. At present, aquaculture in Fuyang City is mainly operated by private contracting, family management, closed breeding, production scale is small, and each one operates independently. The relationship between farmers is loose, the operation model is decentralized, and the level of large-scale and industrialized operations is low, making it difficult to form economies of scale. Due to the decentralized operation among various farmers, there is no synergy, it is difficult to coordinate the sharing of the brand, and it is difficult to integrate the brand. Compared with industrial products and food, the government has less publicity and support policies for aquatic product brands. The creation of a brand requires continuous promotion and promotion through various methods and different channels. But at present, there are very few support projects for aquatic product brand building in Fuyang City, almost none.

At the same time, there are few publicity and promotion activities for aquatic product brands, and their own publicity and promotion and news media attention are not large. There are also few brand selection and famous trademark recommendation activities. Therefore, the city's aquatic product brand awareness and market recognition are not high, and it is difficult to create famous brand products and brand enterprises. Develop green brands and improve the competitiveness of aquatic products. The development of pollution-free aquatic products, green food and organic products is an important part of fishery branding work. In the future, we should continue to accelerate the certification of "three products" and lay a good foundation for the creation of brand fishery. Actively cultivate brand management entities, strengthen the construction of aquatic product brand bases, and take the road of scale and industrialization. Actively support and cultivate leading aquatic enterprises with strong radiation capabilities, strive to cultivate exemplary aquatic professional cooperatives, and form the production of branded aquatic products through agricultural industrialization operation models such as "cooperative base farmers" and "leading enterprise base farmers" groups to promote the development of aquatic product brands. Expand the scale of aquatic product brand production, form the advantages of large-scale operations, comprehensively improve the degree of organization of fishermen, and create conditions for enterprises to create brands. Quality creates the brand, and characteristics create the market. We should focus on cultivating and creating brands around leading varieties and characteristic and advantageous industries. Aquatic enterprises and professional cooperatives should change their concepts, enhance brand awareness, implement brand strategies, and strive to create famous brands with aquatic characteristics. To create a distinct brand image. It is necessary to actively support and reward the brand building of leading aquatic enterprises and professional cooperatives and units that have obtained famous trademarks and brand-name products. Through measures such as policy preference, project fund support, material and spiritual rewards, we will cultivate a group of large-scale, wide-reaching, and famous-brand products. Promote leading aquatic products enterprises, professional cooperatives and aquatic product brands with strong capabilities. In addition, we must actively carry out brand promotion activities. The government should actively create conditions and build platforms for production enterprises and professional cooperatives, organize aquatic product brand promotion activities, and promote characteristic brand aquatic products.