定制白酒市场发展现状分析与对策研究  

Analysis and Countermeasures of the Development of Customized Baijiu Market

作　　者：何源 何亮[2] HE Yuan;HE Liang(Mianyang City College,Mianyang 621000,Sichuan,China;Tianfu College of Southwestern University of Finance and Economics,Mianyang 621000,Sichuan,China)

机构地区：[1]绵阳城市学院,四川绵阳621000 [2]西南财经大学天府学院,四川绵阳621000

出　　处：《酿酒》2023年第1期44-49,共6页Liquor Making

摘　　要：在白酒消费升级、消费者年轻化、消费需求个性化和多样化、消费理性回归、互联网催化、圈层和社群温床孵化等大环境因素影响下,定制白酒成为了未来白酒消费趋势和新增长点。在总结现有有限研究成果的基础上,通过市场调查,全面系统梳理目前定制白酒发展历程、需求场景类型、定制酒品牌、定制模式与产品形态、定制内容和定制服务,发现了定制白酒市场发展中存在的“国家标准缺失、供应链矛盾、生产矛盾、沟通成本高、体验差、法律隐患”等主要矛盾和问题,提出了“行业规范化、企业品牌化、供应链一体化、生产大规模定制化、体验平台化”的对策建议,以期为定制白酒市场健康可持续发展提供合理化建议,为白酒企业定制酒业务、定制酒市场相关问题的专业性研究提供基础研究方向参考。Customized Baijiu is becoming a new trend of liquor consumption in the future, with the influence of the environmental factors such as the upgrading of liquor consumption, the aging of consumers, the individuation and diversification of consumption demand, the regression of consumption rationality, the Internet catalysis, the incubation of the circle and the social hotbed. Based on the author summarizes the existing research results and comprehensively surveys the development process of customized Baijiu, the demand scenario type, the customized wine brand, the customization mode and product form, the customized content and the customized service through market investigation. The main contradictions and problems in the development of the custom Baijiu market are "lack of national standards, supply chain conflicts, production conflicts, high communication costs, poor experience, and legal risks". The countermeasures and suggestions are put forward, such as "standardization of industry, brand integration of enterprises, integration of supply chain, production of large scale customization and experience platform", so as to provide rationalization proposals for the healthy and sustainable development of the Baijiu market. It provides a basic research direction for the professional research of Baijiu liquor making business and customized wine market.

关 键 词：定制白酒 发展现状 对策建议 

分 类 号：TS262.3[轻工技术与工程—发酵工程]