佳木斯大米品牌建设研究

Research on the Construction of Jiamusi Rice Brand

佳木斯市是优质水稻的天然产地,但在市场上,佳木斯大米的自然优势没有转化成经济优势和市场竞争优势,佳木斯大米的品牌建设没有形成强有力的市场竞争力。针对这一突出问题,采用访谈调查方式,对佳木斯市稻米种植农户、稻米加工厂、大米经销商和消费者进行随机访谈,再经资料分析得出,佳木斯市的水稻种植户成了商业巨头们稳定的水稻原粮“代工”;稻米加工厂成为巨头们稳定的稻米加工“代工”,而佳木斯市当地稻米企业只能在夹缝中依靠低水平经营生存。因此,深化稻米加工企业改革,通过资本运作整合资源,科学谋划,勇于创新,创建并支持本地大米龙头企业,全力打造区域品牌,不遗余力地推广宣传地方品牌理念和品牌精神,是佳木斯大米品牌发展的唯一路径。

Jiamusi's rice enjoys no economic and competitive advantages in market although it is a natural growing area of high-quality rice in China.It is because the brand construction of Jiamusi rice is not competitive in the market.To address this problem,this paper conducted random interviews with rice farmers,rice processing plants,rice dealers and consumers in Jiamusi.Data analysis showed that rice growers,rice processing plants in Jiamusi have become stable raw rice producers and rice processing agents for commercial giants.In such a context,local rice enterprises have struggled among those giants in dependence on low-level operation.Therefore,establishing and supporting rice leading enterprises are proposed in this paper through deepening the reform of enterprises and creatively integrating resources with capital operation and scientific planning,so that the brand of Jiamusi rice can only be developed under the construction of regional brand and promotion of local brand concept and spirit.