This study suggests new policy directions for the introduction of producer`s name-labeling system as a strategy for domestic fishery product differentiation facing the rapidly changing market environment. As personal income has rapidly increased over the past three decades, the consumer`s preference is changing toward high quality fish and fishery products. In addition, recently the import of fish and fishery products has greatly increased largely derived by such factors as: trade liberalization in fisheries; the domination of retail markets by multinational distribution enterprises and new large-scale Korean enterprises. Furthermore, fraudulent sales have greatly increased due to big differences in prices between domestic and imported products. Currently, origin-labeling system, quality authorization system for traditional fish and fishery products, and quality authorization system for indigenous fishery products have been executed.

However, the effectiveness of those systems is considered to be limited in improving the distribution of fish and fish product through product differentiation. Producer`s Name-labeling System ultimately pursues the voluntary system operated by an individual producer or producer organization to enhance the quality of fishery product from the production stage. However, due to the difference in characteristics between farm or industrial products and fishery products, it may have many problems and meet the limits in implementing the system (producer`s name-labeling system) for all items over the whole country. 

 Therefore, this study suggests the gradual implementation strategy for the introduction of the system (1st stage: trial project, 2nd stage: extension project and the last stage: consolidation project). Also, for effective implementation of trial project, schemes for ① selection of items, region, and trading system to be applied, ② protection and incentives for participants, and ③ building up organizations to operate the project and fund-raising are provided at each level.