基于巴蜀文化的川酒品牌在欧洲市场的竞争力探究  

Research on the Competitiveness of Sichuan Liquor Brands in the European Market Based on Ba-Shu Culture

作　　者：余彦琪 康维娜 宗平[1] 林洁[1] 余靖 肖峰 YU Yanqi;KANG Weina;ZONG Ping;LIN Jie;YU Jing;XIAO Feng(Sichuan Tourism University,Chengdu 610100,China)

机构地区：[1]四川旅游学院,四川成都610100

出　　处：《商业观察》2025年第7期59-63,共5页BUSINESS OBSERVATION

基　　金：四川省社会科学重点研究基地四川旅游发展研究中心资助(LY23-17)。

摘　　要：近年来,中国酒业规模不断扩大,中国酒业协会的统计数据显示,2023年全国白酒行业规模以上企业销售额达7563亿元,利润总额达2328亿元,同比增长9.7%、7.5%。随着中国酒类市场的不断开放以及“一带一路”倡议的持续推进,中国海关近三年主要酒精饮料的进出口数据显示,欧洲是具有中国文化代表性的酒精饮料白酒的主要出口市场之一。四川作为中国浓香型白酒的发源地,其酒精饮料产品更是在欧洲市场占有一席之地,并呈现出了持续拓展的态势。文章通过分析中国主要酒类产品近三年的进出口情况,得出了白酒是最具国际市场竞争力的中国酒精饮料的结论。通过分析川酒产品在国内外市场的数据情况,进一步探索川酒在欧洲市场的拓展路径。In recent years,the scale of China's liquor industry has been expanding.According to statistics from the China Alcoholic Drinks Association,the sales of liquor enterprises above designated size reached 756.3 billion yuan,and the total profit was 232.8 billion yuan,a year-on-year inrease of 9.7%and 7.5%respectively in China in 2023.With the continuous opening of China's liquor market and the advancement of the Belt and Road Initiative,and according to the import and export data of major alcoholic beverages by China Customs in the past three years,Europe is one of the main export markets for baijiu that is an alcoholic beverage representing Chinese culture.Sichuan is the birthplace of Chinese aromatic liquor,and the alcoholic beverage products in Sichuan have a place in the European market and also continue to expand.This article concludes that baijiu is the most internationally competitive Chinese alcoholic beverages by analyzing the import and export market situation of China's major alcoholic products in the past three years.It also analyzes the domestic and foreign market data of Sichuan liquor products to explore the expansion path of Sichuan liquor in the European market.

关 键 词：中国酒类产品 川酒产品进出口市场 欧洲市场竞争力 

分 类 号：F426.82[经济管理—产业经济]