本文聚焦“嘉兴大米”品牌建设现状，剖析了“嘉兴大米”面临的环境改善后的认知宣传不到位、产业链管理人才短缺、单一品种仓库条件不足、优质大米标准不统一等瓶颈问题，提出政府引导消费、成立股份制运营公司统筹管理、出台扶持政策以及培养职业新农人等对策，旨在提升“嘉兴大米”品牌知名度与竞争力，推动嘉兴稻米产业可持续发展，为区域农产品品牌建设提供参考。

This article focuses on the brand development of “Jiaxing Rice”, delving into the challenges faced by the brand, including inadequate awareness promotion after environmental improvements, a shortage of management talent in the industrial chain, insufficient conditions for single-variety warehouses, and inconsistent standards for high-quality rice. The article propose strategies such as government-led consumption, establishing a shareholding company for unified management, introducing supportive policies, and training new professional farmers. These measures aim to enhance the brand recognition and competitiveness of “Jiaxing Rice”, promote the sustainable development of the Jiaxing rice industry, and provide comprehensive references for the development of regional agricultural brands.