Eu também publiquei estas perguntas na lista de discussão do RabbitMq. Um cara legal do coelhinho respondeu:
Ah, I think I see the problem. Setting RABBITMQ_SERVICENAME for your services sets RABBITMQ_BASE, which then controls the location of where the RabbitMQ service(s) will look for the enabled_plugins file.
But you are not setting this when invoking rabbitmq-plugins.bat, so it's writing the file to a different location. And sadly there's a bug in the rabbitmq-plugins.bat script which prevents it from looking at RABBITMQ_SERVICENAME.
I'll file a bug to get that fixed. But in the mean time you should be able to get the management plugin started by copying the enabled_plugins file from %APPDATA%\RabbitMQ\enabled_plugins to %APPDATA%\TermaniaDevRabbitMQ\enabled_pluagins and %APPDATA%\TermaniaProdRabbitMQ\enabled_plugins.
Since you're using RabbitMQ 3.x you do not need to reinstall the service, just restart it.
Cheers, Simon
Isso me ajudou.