中国白酒企业发展新方向——白酒消费年轻化  

New development direction of Baijiu enterprises-rejuvenation of Baijiu consumption

作　　者：张剑渝[1] 李金哲 徐杨 ZHANG Jianyu;LI Jinzhe;XU Yang(School of Business Administration,Southwestern University of Finance and Economics,Chengdu 610074,China)

机构地区：[1]西南财经大学工商管理学院,四川成都610074

出　　处：《中国酿造》2021年第11期227-230,共4页China Brewing

基　　金：五粮液文化研究院首批课题资助项目(B2020005)。

摘　　要：市场消费主力年轻化是中国白酒企业不可忽视的市场因素。面对新的市场需求满足及传承与发展传统白酒文化的双重压力,白酒消费年轻化成为中国白酒企业战略选择的重要考虑方向。该研究通过梳理相关文献、公开资料及关于白酒的线上评论,厘清了年轻消费者的酒类消费特点。该研究进一步提出了白酒消费年轻化背景下的市场准则,并为白酒企业的市场开拓提供了策略建议。研究结论为白酒企业的战略调整提供参考,有利于企业拓展年轻消费者市场。The rejuvenation of the market consumption main force is a market factor that cannot be ignored by Chinese Baijiu(Chinese liquor)enterprises.Faced with the dual pressures of satisfying new market demands and inheriting and developing traditional culture,rejuvenation of Baijiu consumption has become an important consideration direction in the strategic choice of Baijiu enterprises.In this study,alcohol consumption characteristics of young consumers were clarified by combing relevant literature,public information and online reviews of Baijiu.The market guidelines under the background of the rejuvenation of Baijiu consumption were put forward,and the strategic suggestions of market development for Baijiu enterprises were provided.The research conclusions provided a reference for strategic adjustment of Baijiu enterprises,which was beneficial for enterprises to expand the young consumer market.

关 键 词：白酒消费年轻化 消费特点 准则 策略 

分 类 号：F426.82[经济管理—产业经济]