随着肉、蛋、鱼等副食消费量的增加,我国人均大米消费量呈减少趋势。差异显著的高中低消费市场,使大米与烟、酒、茶一样,成为销售价格存在较大差异的特殊商品。本文研究介绍了我国食物消费变化和大米品牌发展历程,以及好大米的影响因素和大米品牌打造要点。要提升大米销售价格和经营效益,一是加工企业应重视产地环境,与当地政府一起共同打造产地品牌;二是针对“基地到餐桌”各环节采取综合措施,重视消费者可鉴别的市场标准及内在质量生产好大米,并注册商标打造企业品牌;三是各类安全大米、营养大米和功能大米等,应重视降低生产成本,在市场标准基础上打造特色品牌。提出了我国稻米产业发展建议：国家层面计划生产稻谷、建设“水旱转换田”和扩大优质粳稻米出口,对减少陈米损失和促进稻米产业发展都有重大现实意义。

With the consumption of meat, eggs and fish and other food increases, China’s per capita consumption of rice is on a decreasing trend. The significant differences in high, middle and low consumption markets make rice become a special commodity with large differences in sales prices, like tobacco, wine and tea as well. The paper introduced the changes in food consumption and the development of rice brand in China, as well as the effecting factors of good quality rice and the chief points of rice brand building. To increase the sales price of rice, firstly, processing enterprises should pay attention to the environment of the production area and unite local government to create a brand of production area origin. Secondly, for the ‘base to table’ aspects, enterprise must take comprehensive measures, pay attention to the market standard and inner quality which the consumer can identify to product good rice, and register trademarks to create a corporate brand. Thirdly, various types of safe rice, nutritious rice and functional rice, etc., should pay attention to reducing production cost and creating a special brand on the basis of market. Some suggestions were put forward: the country should plan to produce rice, build ‘paddy-upland conversion fields’, expand the export of high quality japonica rice, the later is of great practical significance to reduce the loss of aged rice and promote the development of the rice industry.