A comparative study on the branding of marine products by a regional collective trademark and the organizational capability of fisheries cooperatives

本研究主要目的在比较分析区域性社团商标海产品渔业合作协会的品牌力、成功因素与组织能力。首先，为了解我国海产品品牌化的现状和问题，进行了问卷调查。调查结果显示，海产品品牌化对合作社成员的积极性、价格的提高、市场的获取和市场的扩大都有一定的效果。因子分析的结果进一步提取出5个因子：歧视因子、基础因子、信息因子、供给因子和稀缺因子。

The main objectives of this study were to compare and analyze brand power, success factors, and the organization capability of the fisheries cooperative association for marine products branded by regional society trademarks. Firstly, in order to apprehend the current circumstances and problems with regard to branding for marine products, questionnaire surveys were conducted. As a result of surveys, the branding of marine products was effective for the motivation of cooperative association members, the improvement of the price, the acquisition of market and the expansion of the market. Furthermore, as a result of factor analysis, 5 factors were extracted: discrimination factor, fundamental factor, information factor, supply factor, and scarcity factor.