2012-2020年中国葡萄酒行业回顾与展望  

Review and prospect of Chinese wine industry from 2012 to 2020

作　　者：唐文龙[1] 阮仕立 刘涛 刘世松[4] 王庆伟 TANG Wenlong;RUAN Shili;LIU Tao;LIU Shisong;WANG Qingwei(School of Business Administration,Shandong Institute of Business and Technology,Yantai 264000,China;Technology Center,Yantai Changyu Group Co.,Ltd.,Yantai 264000,China;Department of Tourism Management,Yantai Vocational College of Culture and Tourism,Yantai 264000,China;School of Enology,Binzhou Medical University,Yantai 264003,China;Rongzi Chateau,Shanxi Rongzi Industry Group Co.,Ltd.,Linfen 041000,China)

机构地区：[1]山东工商学院管理学院,山东烟台264000 [2]烟台张裕集团技术中心,山东烟台264000 [3]烟台文化旅游职业学院旅游管理系,山东烟台264000 [4]滨州医学院葡萄酒学院,山东烟台264000 [5]山西戎子实业集团有限公司戎子酒庄,山西临汾041000

出　　处：《中外葡萄与葡萄酒》2021年第5期87-93,共7页Sino-Overseas Grapevine & Wine

基　　金：教育部人文社科规划基金项目(18YJAZH011);山东省社科规划项目(14CGLJ24)。

摘　　要：2012—2020年,中国葡萄酒行业经历了一个特殊的发展时期。期间,中国酿酒行业的饮料酒子品类经过一段时间调整之后,出现了明显的分化趋势。与其他饮料酒子品类相比,国产葡萄酒的市场表现所面临的挑战愈发严峻。文章分别从国产葡萄酒的经营业绩表现、进口葡萄酒快速进入市场竞争的发展脉络以及国内葡萄酒产业与代表性企业的经营管理思路转变三方面进行全面系统的回顾,梳理了行业所遇到的诸多运营挑战及其市场环境变化的逻辑,并从产业可持续发展的角度对未来的行业发展趋势和走向进行展望。From 2012 to 2020,Chinese wine industry experienced a special development period.During this time,after a period of adjustment,the alcoholic drinks in Chinese brewing industry showed an obvious differentiation trend.Compared with other alcoholic drink categories,the market performance of domestic wine industry was facing more severe challenges.In this paper,a comprehensive and systematic review was made from three aspects:the performance of domestic wines,the development of imported wines entering the market quickly,and the change of management ideas between domestic wine industry and representative enterprises.Combing many operational challenges encountered by the China wine industry and the change logics of market environments,the future development trend and direction of the industry were prospected from the perspective of sustainable development of the industry.

关 键 词：三公消费 进口葡萄酒 产业政策 产业生态 

分 类 号：TS262.61[轻工技术与工程—发酵工程]