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

本研究的主要目的是比较分析区域社会商标海产品品牌化渔业合作协会的品牌力、成功因素和组织能力。首先，为了了解海洋产品品牌的现状和问题，进行了问卷调查。调查结果表明，海产品品牌化对合作协会成员的积极性、价格的提高、市场的获取和市场的拓展都是有效的。进一步，通过因子分析，提取出5个因素：歧视因素、基础因素、信息因素、供给因素和稀缺因素。

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.