日本大米品牌化营销策略及对黑龙江稻米产业的启示

张志东

[摘 要]品牌化是农业发展阶段、发展水平的重要标志。日本稻米产业实行品牌化营销策略，在稻米种子选育、种植收割、加工储运、销售流通等全产业链各环节加强品牌化建设。日本的大米文化内涵、品牌化思想理念和营销运行机制将稻米资源优势转化为市场优势，打造出新泻“越光”米、山形“滋雅”米等国际知名品牌，展现了独特的大米产业优势。吸收借鉴新泻、山形县大米品牌化营销成功经验对推动我省大米产业向标准化、规模化、现代化发展，扩大大米的市场竞争力、占有率和美誉度具有积极意义。

[关键词] 日本大米;品牌化;营销策略;启示

[中图分类号] F331.3[文献标识码] A[文章编号] 2095-3283（2020）07-0069-03

Japanese Rice Brand Marketing Strategy and Its Enlightenment to Heilongjiang Rice Industry

——Take Niigata and Yamagata as Examples

Zhang Zhidong

（Heilongjiang Province Trade Services and Investment Promotion Center， Harbin Heilongjiang 150010）

Abstract： Branding is an important symbol of the stage and level of agricultural development. The Japanese rice industry implements the brand marketing strategy， and strengthens the brand construction in the whole industry chain links such as rice seed breeding， planting and harvesting， processing， storage and transportation， sales and circulation. Japan's rice culture connotation， branding concept and marketing operation mechanism have transformed the rice resource advantage into the market advantage， creating international famous brands such as “yuegang”"rice and “ziya”rice， showing the unique rice industry advantage. Absorbing and drawing on the successful experience of rice brand marketing in niigata and yamagata county is of positive significance for promoting the standardization， scale and modernization development of the rice industry in our province and expanding the market competitiveness， market share and reputation of rice.

Key Words： the Whole Industrial Chain; Japanese Rice; the Brand; The Marketing Strategy; Revelation

現代农业的竞争，已不再是单纯的产品竞争，更多的是产业链竞争。全产业链是一种战略思维，也是一种经营模式。农产品品牌已成为现代农业竞争力的重要衡量指标，贯穿于农业全产业链。党中央、国务院高度重视“三农”工作，2020年中央一号文件《中共中央国务院关于抓好“三农”领域重点工作确保如期实现全面小康的意见》提出，要“支持各地立足资源优势打造各具特色的农业全产业链，形成有竞争力的产业集群”，“打造地方知名农产品品牌，增加优质绿色农产品供给”。可见，发展富民乡村产业要从全产业链的发展视角出发，以市场和消费者为导向，走品牌化发展道路，保障安全、营养、健康的农产品有效供给。

稻米种植在日本有着悠久的历史，从事农业的人口中一半以上从事稻米种植。……