进口葡萄酒在中国市场的分销渠道演进  

Evolution of Distribution Channels of Imported Wine in China Market

作　　者：唐文龙[1] 火兴三 肖永杰 盛建刚 TANG Wenlong;HUO Xingsan;XIAO Yongjie;SHENG Jiangang(School of Business Administration,Shandong Institute of Business and Technology,Yantai 264005,China;Wine Branch,China Alcoholic Drinks Association,Beijing 100831,China;Pioneer International,Yantai Changyu Wine Co.,Ltd.,Yantai 264000,China;Yantai Investment Development Board,Yantai 264000,China)

机构地区：[1]山东工商学院管理学院,山东烟台264005 [2]中国酒业协会葡萄酒分会,北京100831 [3]烟台张裕葡萄酿酒股份有限公司先锋酒业,山东烟台264000 [4]烟台市投资促进中心,山东烟台264000

出　　处：《中外葡萄与葡萄酒》2024年第1期100-111,共12页Sino-Overseas Grapevine & Wine

基　　金：山东省社科规划项目(20CCXJ17)。

摘　　要：1992—2022年,进口葡萄酒在中国市场的分销渠道演进大致经历了3个典型阶段:由外资型贸易商在部分一线城市发挥主导作用、国内酒类流通大商深入参与并推动渠道全国化和各类大中小型运营商建设线上、线下复合型渠道。文章以国内营商环境改善与优化、民众消费逐步升级为背景,分析进口葡萄酒分销商这一市场主体在此过程中的组成结构与变换逻辑,并探讨在特定市场发展阶段下各市场主体采用不同分销模式的商业动机、运营思路及其对市场竞争格局、行业发展走向所产生的一系列持续性影响。From 1992 to 2022,the distribution channel evolution of imported wine in China market roughly went through three typical stages:foreign traders played a leading role in some first-tier cities,leading domestic wine distributors deeply participated in and promoted the nationalization of channels,and various online and offline operators jointly built composite channels.Based on the improvement and optimization of domestic business environment and the gradual upgrading of people's consumption,the composition structure and transformation logic of imported wine distributors in this process was analyzed,and the business motives and operation ideas of different distribution models adopted by various market entities in a specific market development stage,as well as a series of lasting effects on the market competition pattern and industry d evelopment trend were discussed.

关 键 词：寄售 进口许可证 配额 国内分销权 对外贸易权 供应链管理 

分 类 号：TS262.61[轻工技术与工程—发酵工程]