The fishery products represent a kind of important producer goods as it plays a significant part in agricultural production market. With the development of aquaculture, there are rapidly growing demands for fishery products from consumer, so fishery products farms will face increasing fierce competition in the market. In the modern market economy, consumers are the main body of fishery products market, their attitude, perception and preference toward a brand will largely influence the sales volume of this kind of products, and even the survival and development of the fishery farm.