宁夏贺兰山东麓产区葡萄酒营销模式分析与发展建议  

Marketing patterns analysis and development suggestion of wine industry in the eastern foothills ofHelan Mountain in Ningxia

作　　者：穆维松[1] 冯俞萌 吴晓倩 冯建英[1] MU Weisong;FENG Yumeng;WU Xiaoqian;FENG Jianying(College of Information and Electrical Engineering,China Agricultural University,Beijing 100083,China)

机构地区：[1]中国农业大学信息与电气工程学院,北京100083

出　　处：《中国酿造》2022年第8期246-251,共6页China Brewing

基　　金：财政部和农业农村部:国家现代农业产业技术体系(CARS-29);中国工程院咨询研究项目(2020NXZD1)。

摘　　要：宁夏贺兰山东麓是我国著名的优质葡萄酒产区,但产区目前的葡萄酒产品市场销售并不理想。该研究以促进宁夏贺兰山东麓葡萄酒产业市场拓展为目标,首先从宏观角度梳理和分析了目前我国葡萄酒产业现有的营销模式及其特点,进而聚焦在贺兰山东麓产区葡萄酒营销现状及存在的问题,结合宁夏贺兰山东麓产区葡萄酒产业的自身特色与行业发展环境,提出了完善和优化贺兰山东麓葡萄酒营销体系的建议,以期提升产区葡萄酒的市场占有率,促进贺兰山东麓葡萄酒产区高质量可持续发展。The eastern foothills of Helan Mountain in Ningxia is a famous high-quality wine producing region in China.However,the current market sales of wine products in this region are not satisfactory.Based on the goal of promoting wine market expansion in the eastern foothills of Helan Mountain in Ningxia,the current marketing patterns and characteristics of wine industry in China were firstly analyzed from a macro perspective.Then the present situation and existing problems of wine marketing were focused,finally suggestions to improve and optimize the wine marketing system for in Eastern foothills of Helan Mountain was put forward on the basis of considering the industry characteristics and development environment in Ningxia.The paper could be helpful and meaningful for increasing the market share of wine and promoting the high-quality and sustainable development of wine producing region in the eastern foothills of Helan Mountain.

关 键 词：贺兰山东麓 葡萄酒产业 营销模式 营销渠道 市场拓展 

分 类 号：TS262.4[轻工技术与工程—发酵工程]