中国市场葡萄酒品类价值的提升路径  

Ways to Promote the Value of Wine Category in Chinese Market

作　　者：唐文龙[1] 火兴三 阮仕立 刘涛 王飞飞 姜添耀 肖永杰 TANG Wenlong;HUO Xingsan;RUAN Shili;LIU Tao;WANG Feifei;JIANG Tianyao;XIAO Yongjie(School of Business Administration,Shandong Institute of Business and Technology,Yantai 264000,Shandong,China;Wine Branch,China Alcoholic Drinks Association,Beijing 100831,China;Technology Center,Yantai Changyu Pioneer Wine Company Limited,Yantai 264000,Shandong,China;Department of Tourism Management,Yantai Vocational College of Culture and Tourism,Yantai 264000,Shandong,China;Business School,Ludong University,Yantai 264000,Shandong,China;Sales Branch,Yantai Changyu Pioneer Wine Company Limited,Yantai 264000,Shandong,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]烟台张裕葡萄酿酒有限公司技术中心,山东烟台264000 [4]烟台文化旅游职业学院旅游管理系,山东烟台264000 [5]鲁东大学商学院,山东烟台264000 [6]烟台张裕葡萄酿酒有限公司销售公司,山东烟台264000

出　　处：《酿酒》2022年第4期22-27,共6页Liquor Making

基　　金：国家社会科学基金项目(18BJY175);山东省社科规划项目(21CGLJ23);"文化和旅游部数据中心烟台海岸休闲基地"建设成果。

摘　　要：2013~2021年,葡萄酒品类价值在中国市场面临着较大的挑战。从年产量、经济指标和国内酒行业新一轮高端化方面分析了葡萄酒品类在中国市场持续下滑的现状,明确了国产葡萄酒在国内饮料酒品类占比、定价权缺失和进口葡萄酒挤压方面存在着较大的竞争压力,提出了中国市场葡萄酒品类价值的提升路径:关注产业链建设并形成协同联动、中高低端市场分层推进来培育消费文化和中外葡萄酒在竞争中更要寻求合作。From 2013 to 2021,the value of wine categories has been facing great challenges in the Chinese market.This paper analyzes the current situation of the continuous decline of wine categories in the Chinese market from the aspects of annual output,economic indicators and a new round of high-end in domestic alcoholic drink industry,and makes clear that domestic wine has great competitive pressure in terms of the proportion of domestic alcoholic drink categories,the lack of pricing power and the squeeze of imported wine,and puts forward the ways to enhance the value of wine categories in the Chinese market:pay attention to the construction of industrial chain and form synergy,promote hierarchically to cultivate wine consumption culture in high,middle and low-end markets,and seek cooperation between Chinese and foreign wines in the competition.

关 键 词：品类 定价权 酒庄 产业链 消费文化 

分 类 号：TS262.6[轻工技术与工程—发酵工程]