宁夏本土葡萄酒市场调研与分析  

Survey and Analysis of Ningxia Local Wine Market

作　　者：陈丽琼 CHEN Liqiong(Ningxia East Helan Mountain Wine Industry Park Management Committee,Yinchuan,Ningxia 750002,China)

机构地区：[1]宁夏贺兰山东麓葡萄酒产业园区管理委员会,宁夏银川750002

出　　处：《酿酒科技》2023年第10期132-135,共4页Liquor-Making Science & Technology

摘　　要：疫情常态化下跨区域间流通减少,线下葡萄酒销售受阻。为进一步了解本土消费者对宁夏葡萄酒的消费潜力及推广意愿,推动宁夏葡萄酒销售,本研究通过线上问卷调研得出:(1)宁夏本土消费者培育潜能不容忽视,其中女性消费者培育潜力更大;本土消费者更喜欢果香型、口感清爽的葡萄酒,收入10000元以下的消费者主消费价格区间在50~200元之间,通过消费群体偏好分析,实现葡萄酒口感、价格与目标消费市场精准匹配,有助于拓展市场;(2)保健功能可作为葡萄酒的重要竞争优势和营销卖点;(3)酒庄群体要充分运用好酒庄自媒体的独特视角,持续传递品牌声音,同时抱团开展“葡萄酒+酒庄旅游+教育”,让本土消费者在体验旅游中自愿成为宁夏葡萄酒代言人,通过口碑营销助力打造宁夏贺兰山东麓产区IP,推动葡萄酒销售。In order to further understand the consumption potential and promotion intention of local consumers for Ningxia wine,through online questionnaire survey,the following results are obtained:(1)The cultivation potential of Ningxia local consumers is great,especially female consumers;local consumers prefer fruity and refreshing wines,and the main consumption price range for consumers with incomes below 10000 yuan is between 50 and 200 yuan;the analysis of the preference of each consumer group,and the matching of wine taste,price and target consumer market are helpful to expand the market.(2)The healthcare function of wine can be an important competitive advantage and selling point.(3)Wineries should make full use of social media to promote their brands,and jointly carry out winery tourism and education,so that local consumers can voluntarily become Ningxia wine spokespersons,and help build the IP of East Helan Mountain wine producing area through word-of-mouth marketing.

关 键 词：本土 葡萄酒市场 调研 

分 类 号：TS262.6[轻工技术与工程—发酵工程] F713.5[轻工技术与工程—食品科学与工程]