Abstract:

The‘Jilin rice’ brand creation and government’s roles and behaviors in various stages of rice regional public brand construction were studied. The results show that the government focuses on providing planning and supporting policies at brand germination stage, strengthening the support and guidance of industry to promote healthy development of enterprises at brand formation stage, and strengthening supervision and integration of brands at brand development stage. The results are instructive to optimize government behavior and promote construction of regional public brands of agricultural products.

Key words: regional public brand of agricultural products, brand creation, government behavior, rice, Jilin

摘要：

基于吉林大米品牌创建的案例,研究了大米区域公用品牌建设各阶段政府角色和行为的变化。结果表明,在品牌萌芽阶段,政府重点为品牌建设提供规划和配套政策支持;在品牌形成阶段,政府重点为推动企业良性发展而加强对产业的支持与引导;在品牌发展阶段,政府重点加强品牌的监管与整合。研究结果对优化政府行为、促进农产品区域公用品牌建设具有启发价值。

关键词: 农产品区域公用品牌, 品牌创建, 政府行为, 大米, 吉林