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The rice Association of Sheyang County, Jiangsu Province was founded in November 2001. It is a famous brand in the rice industry and a famous product in Jiangsu Province. It is a comprehensive organization integrating rice breeding, seed supply, rice cultivation technology guidance, rice production, purchase and storage It is a non-profit self-discipline organization voluntarily formed with rice processing and management enterprises. The aim of the association is to serve the industrialization of high quality rice in the county. Functions of the association: service, rights protection, self-discipline and development. Now there are 46 members, including 38 processing enterprises. In the past four years, it has made unremitting efforts to develop the high-quality rice industry in Sheyang County, fully recognized by the provincial, municipal, county governments and relevant departments, and praised by the people's governments of Sheyang County and Yancheng City. 1、 Serious investigation and research, sublimation of industrial characteristics, effective. Through the careful investigation of rice industry in our county, the paper puts forward the implementation opinions of developing the industrialization of high-quality rice in Sheyang County. At the same time, through careful investigation, demonstration and analysis, it reveals the scientific basis of the unique quality of rice in Sheyang County. Because of the "unique climate environment, rich water and soil resources, and perfect production technology" in our county, it is concluded that Sheyang rice is a fine product of "integration of heaven, earth and man" The conclusion of the paper defines Sheyang rice as a product closely related to the geographical and cultural factors of Sheyang. It can find the basis for publicizing Sheyang rice, implementing the brand strategy, registering Sheyang rice collective trademark and origin mark, and promote the formation of Sheyang rice characteristic industry. 2、 We have achieved remarkable results in implementing the brand strategy and improving the market reputation. Through more than two years' efforts, it has registered the collective trademark of "Sheyang rice" with the name of geographical indication above the county level, which has a great influence in the country. Sheyang rice has been transformed from a vague product concept into a commodity brand, which has brought the development of Sheyang rice industry into a new stage. Six rice tasting, economic and trade talks and press conferences were held in Shanghai, Nanjing and Suzhou, which promoted the implementation of Sheyang rice brand strategy. Sheyang rice was published by the association from time to time, and more than ten articles were published by people's daily, China rice, Jiangsu grain research and rice milling industry, which improved the popularity of Sheyang rice. 3、 We have achieved good results in strengthening the link between production and marketing and promoting the industrial process. In the past three years, efforts have been made to promote the industrialization process of high-quality rice in our county. First, we should improve the overall quality of rice, use the annual rice tasting activities to select excellent varieties, promote the unification of varieties, and improve the purity and available processing capacity. Second, we should focus on the development of leading enterprises, and coordinate the power consumption, tax and charges according to the spirit of "supporting leading enterprises is supporting farmers" Various policies help enterprises improve the external environment and rice processing industry develops rapidly. In the past three years, the rice processing capacity of the county has grown from 400000 tons to 800000 tons, and the production equipment and processing level have increased rapidly. Third, we should focus on production and marketing links, promote the development of "order agriculture", contract acquisition, production base, rice production cooperatives and other forms of industrialization mechanism have been growing rapidly, providing raw materials for enterprise production, and steadily improving the income of food and agriculture. While organizing enterprises to supply wholesale markets in Shanghai, Suzhou and other Yangtze River Delta regions, we should also promote the products of enterprises to enter supermarkets Products of enterprises have entered more than ten supermarkets at home and abroad. Because the price of Sheyang rice is 0.10-0.20 yuan / Jin higher than that of other rice, and the raw material of rice is 0.10 yuan / Jin higher than that of other rice varieties, the annual income of rice farmers in the whole county can be increased by 60 million yuan, which changes the raw material for sale in the past into the product for sale, increases the GDP of the county, and increases the tax revenue from more than 500000 yuan three years ago to nearly 2 million yuan. We have increased farmers' income and increased agricultural efficiency.

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