江苏稻米品牌产品“同质化”问题探析——以淮安市为例  

Analysis on the"Homogeneity"Problem of Jiangsu Rice Brand Rroducts,Taking Huaian City as an Example

作　　者：魏杰 黄韫宇 陈富平[1] 李长成 吴妍 章安康[1] Wei Jie;Huang Yunyu;Chen Fuping;Li Changcheng;Wu Yan;Zhang Ankang(Huaiyin Institute of Agricultural Science of Xuhuai Region in Jiangsu,Huaian,223001;Huaian Agricultural Environmental Protection Monitoring Station,Huaian,223001;Jiangsu Wutuhe farm Co.,LTD,Guanyun,222225 China)

机构地区：[1]江苏徐淮地区淮阴农业科学研究所,江苏淮安223001 [2]淮安市农业环境保护监测站,江苏淮安223001 [3]江苏省五图河农场有限公司,江苏灌云222225

出　　处：《农业科技管理》2024年第6期79-84,共6页Management of Agricultural Science and Technology

基　　金：农业重大技术协同推广计划项目(2024-ZYXT-07);亚夫科技服务项目(KF(24)1217);淮安市自然科学研究计划项目(HAB202170);淮安市社科项目(2024SK22);淮安市农科院科研发展基金项目(HNY202215);江苏省水利科技项目(2023056)。

摘　　要：文章聚焦江苏省第二大水稻主产区,针对“淮安大米”品牌打造中面临的产品“同质化”问题,采用走访、问卷调查、文献查阅等方式,调研淮安辖区内不同资源禀赋下水稻主要种植品种、现有品牌所用水稻品种,厘清淮安稻米品牌建设中产品“同质化”方面存在的问题及原因,从地理资源禀赋、产品多元化需求、品种特色、产品特质、品质提升、龙头牵引、市场差异化竞争等角度出发,提出解决淮安稻米品牌打造中产品内在质量“同质化”问题和体现品牌特色的路径与方法,既体现区域特色,又适应和满足不同群体的需求,打造特色鲜明、独特性和差异性明显的区域强势“淮安大米”品牌,为建设新时代江苏“鱼米之乡”提供决策参考。This article focusecd on the second largest rice-producing area in Jiangsu Province and addresses the issue of"homogeneity"faced by the"Huaian Rice"brand development.Through methods such as field visits,questionnaires,and literature reviews,the study investigated the main rice varieties cultivated in different resource endowments within Huaian's jurisdiction and the rice varieties used by existing brands.It clarified the existing problems and causes of product"homogeneity"in Huaian's rice brand building.From the perspectives of geographical resource endowments,diversified product demands,variety characteristics,product traits,quality improvements,leading enterprise traction,and differentiated market competition,the study proposed solutions and strategies to address the internal quality"homogeneity"and embodied brand characteristics in the development of Huaian rice brand.These strategies aim to not only reflect regional characteristics but also cater to and satisfy the needs of different groups,ultimately forging a distinctive,unique,and differentiated regional"Huaian Rice"brand with a strong presence.This endeavor serves as a decision-making reference for building Jiangsu into a"land of fish and rice"in the new era.

关 键 词：水稻 “淮安大米” 同质化 品牌 

分 类 号：F326.11[经济管理—产业经济]