以射阳县大米协会成功创建“射阳大米”品牌为案例,将“射阳大米”品牌创建过程分为初创期、成长期、成熟期等三个阶段,考察了射阳县大米协会在品牌创建各阶段的行为,分析了射阳县大米协会成功创牌的原因。研究表明,在政府的支持下,行业协会通过自身建设和科学运作,可以不断解决农产品区域公用品牌创建中的瓶颈问题,从品牌规划、质量提升、规范管理、市场营销和打假维护等方面推进品牌提升。“政府赋能与管理、行业协会主导”的“射阳大米”区域公用品牌创建模式值得借鉴。

Based on the successful case of ‘Sheyang Rice’ Brand created by Sheyang County Rice Association, ‘Sheyang Rice’ Brand creation process was divided into three stages, such as initial, growth and maturity period, and behavior of Sheyang County Rice Association at each stage of brand establishment was investigated, the reasons for the successful establishment of ‘Sheyang Rice’ were analyzed. The results showed that with the support of government, industry associations can continuously solve bottlenecks in regional public brand creation process through their own construction and scientific operations, and also promote brand enhancement in terms of brand planning, quality improvement, standardized management, marketing and counterfeit protection. This kind of “government empowered, industry association-led” regional public brand creation model for agricultural products is valuable to other places.