盐城市推进品牌稻米建设的实践与思考

Practice and Reflection on the Establishment of Brand Rice Produced in Yancheng City

近年来,盐城市9个县(市、区)中有5个县(区)获得稻米地理商标,特别是"射阳大米"市场影响力强,社会反响好。通过调研与总结,盐城市品牌稻米建设较快发展的主要成功经验有:一是强化"四力合一"工作运行,提升品牌稻米创建水平;二是推进"四化同步"规模生产,提升品牌稻米质量水平;三是开展"四位一体"推广应用,提升品牌稻米生产水平;四是突出"四轮驱动"宣传推介,提升品牌稻米营销水平。

In recent years, the rice produced in five of the nine counties(or county-level cities and districts) in Yancheng City has owned unique geographical trademarks. Of them, "Sheyang Rice," produced in Sheyang County, is one of the most influential brands in the rice market, being popular in Jiangsu Province and Shanghai City as well as other regions of China. Based on our investigation and reflection on the process of establishing the brand rice produced in Yancheng City, the strategies in the following four aspects are found to be important. The first is effective cooperation of administrators, technical experts, rice production associations, and farmers and entrepreneurs in rice industry. The second is to improve rice quality by taking four measures: joint tillage and cultivation among farmers from different villages, increasing the scale of rice production and management, promoting the development of state-owned farms, and facilitating the construction of high-quality rice production bases. The third is adopting four coordinated approaches to promotion and dissemination of advanced rice cultivation techniques, which are crucial for producing high quality rice. The fourth is to use four effective marketing means for enhancing consumers' awareness of brand rice produced in Yancheng City, particularly stressing "Sheyang Rice."