中国葡萄酒市场的消费文化体系建设路径  

Construction path of consumption culture system in Chinese wine market

作　　者：唐文龙[1] 火兴三 刘世松[3] 阮仕立[4] TANG Wenlong;HUO Xingsan;LIU Shisong;RUAN Shili(School of Business Administration,Shandong Institute of Business and Technology,Yantai 264000,China;Wine Branch,China Alcoholic Drinks Association,Beijing 100831,China;School of Enology,Binzhou Medical University/Wine Branch,Chinese Institute of Food Science and Technology,Yantai 264000,China;Technology Center,Yantai Changyu Group Co.,Ltd.,Yantai 264000,China)

机构地区：[1]山东工商学院管理学院,山东烟台264000 [2]中国酒业协会葡萄酒分会,北京100831 [3]滨州医学院葡萄酒学院/中国食品科学技术学会葡萄酒分会,山东烟台264000 [4]烟台张裕集团有限公司技术中心,山东烟台264000

出　　处：《中外葡萄与葡萄酒》2021年第6期98-104,共7页Sino-Overseas Grapevine & Wine

基　　金：国家社会科学基金项目(18BJY175)。

摘　　要：持续的消费文化建设能够促进某一品类的市场价值获得不断的提升。中国葡萄酒消费市场的逐步升级也对消费文化建设提出新的要求。文章回顾了由国内经济快速发展推动的数轮葡萄酒消费升级及其特征,分析了葡萄酒品类在中国饮料酒产业占比所面临的挑战,明确了消费文化体系建设是加强国内葡萄酒市场培育和消费引导的必由之路。最后提出:要从企业文化、品牌文化、产区文化和产品文化4个维度搭建葡萄酒消费文化体系;要基于多途径对外进行表达,并处理好文化消费、酒桌文化、饮食文化和雅俗文化与葡萄酒消费文化体系建设之间的关系。The continuous construction of consumption culture can promote the market value of a certain category to be continuously improved.The gradual upgrading of wine consumption market in China also puts forward new requirements for the construction of consumption culture.This paper reviewed several rounds of wine consumption upgrades and their characteristics driven by the rapid development of domestic economy,analyzed the challenges faced by wine category in China's alcoholic beverages industry,and clarified that the construction of consumption culture system was the only way to strengthen the cultivation of domestic wine market and consumer guide.Finally,it was proposed that the wine consumption culture system should be built from four dimensions:enterprise culture,brand culture,wine-producing areas culture and product culture;It was necessary to express the wine consumption culture system to the marketplace based on multiple channels,and properly handled the relationship between cultural consumption,social culture on table,food culture,refined and popular culture and the construction of wine consumption culture system.

关 键 词：饮料酒 品类价值 消费升级 价值符号 消费文化 

分 类 号：TS262.61[轻工技术与工程—发酵工程]