Research on brand value enhancement of “Dalian Seafood” based on supply chain eff ect

Abstract

in January 2022, the National Development and Reform Commission issued the “diff erence” modern circulation system
construction plan “to 2025 logistics facilities should be more complete and perfect, with links between enterprises more and more, the
optimization of supply chain and building is very important. Dalian enjoys the reputation of “famous seafood city”. The innovation of cold
chain logistics technology and the connection of seafood supply chain determine whether Dalian seafood brand can gain a fi rm foothold
and become famous in the world. The dalian seafood supply chain there is a low utilization rate of cold chain logistics base and related
technical personnel erosion, seafood products supply chain is “short chain and chain” phenomenon and the consumer is not the problem of
high viscosity, investigate its reason is cold chain base overall utilization rate is not high; Dalian seafood enterprises are single, the ability
of resource integration is poor, and the phenomenon of “short chain and broken chain” exists in each link of the supply chain. The quality
of seafood employees is uneven, and the market supervision action is lagging behind, so it is diffi cult to establish the collapse of consumer
trust. This study will improve the stability of the upstream and downstream supply chain of seafood products, improve the utilization
effi ciency of the existing cold chain logistics base in Dalian, and promote the diversifi ed development of the commercial territory of local
seafood brands, combined with the corresponding safeguard measures to ensure the scientifi c development of Dalian “maritime grain silo”,
and rebuild the brand image of “Dalian seafood”.