研究苏南城市居民对稻米知识和品牌大米的消费认知和购买行为,对于反映经济发达地区品牌大米市场需求,引领稻米产业提质增效并提高有效供给,促进我国稻米产业高质量发展具有重要意义。本文依据苏南5地市692份调研数据,分析获得如下4个结果：一是样本居民对稻米了解不足、知识匮乏;二是样本居民对高端稻米消费需求旺且有良好的溢价支付能力;三是样本居民更加关注品牌大米的安全性、可信度和性价比,知名产区、优良产地、合格检测报告和质量认证证书被视为有效的品质保障;四是性价比高的“质量认证+企业品牌”大米最受欢迎,最有效推广宣传渠道是“移动端/短视频”,结合超市货架展示和试吃体验可取得较好效果。提出了加大宣传普及稻米知识、打造品牌合力谋划发展、拓展功能不断提高品质的对策建议。

It is of great significance to study the consumption cognition and purchasing behavior of urban residents in southern Jiangsu on rice knowledge and brand rice, for reflecting the market demand of brand rice in economically developed regions, leading the rice industry to improve the quality and efficiency and improve the effective supply, and promoting the high-quality development of rice industry in China. Based on 692 survey data of 5 cities in southern Jiangsu Province, the study obtained the following 4 results: first, the sample residents have insufficient understanding and knowledge of rice; second, the sample residents have a strong demand for high-end rice consumption and a good ability to pay premium; third, the sample residents pay more attention to the safety, reliability and cost performance of brand rice, well-known producing areas, excellent producing areas, qualified inspection reports and quality certification are regarded as effective quality assurance; fourth, cost-effective “quality certification + enterprise brand” rice is the most popular, the most effective promotion channel is “mobile terminal/short video”, combined with supermarket shelf display and tasting experience can achieve better results. On this basis, this paper further put forward the countermeasures and suggestions of increasing publicity and popularizing the knowledge of rice, building brands and jointly planning development, expanding functions and continuously improving quality.