进口葡萄酒冲击下的国产葡萄酒发展探讨终.docVIP

进口葡萄酒冲击下的国产葡萄酒行业发展探讨 摘要：随着中国改革开放，经济的高速发展，人们生活水平的提高以及关税的降低，各种档次的进口葡萄酒开始全面进军中国市场，日益成为国人追捧的对象。虽然国产葡萄酒行业一直在稳步发展，但近年来葡萄酒的进口量以超过５０％的速度增长，这样疯狂的增长速度加剧了葡萄酒市场的竞争，压低了国产葡萄酒的利润空间，挫伤了葡萄果农的种植积极性，严重影响了我国葡萄酒产业的健康发展。针对这样的现状，国产葡萄酒应该积极应对这场市场争夺战，将危机转变为机会，使得中国葡萄酒产业能应对好进口葡萄酒的冲击并扩大市场份额，向世界葡萄酒第一阵营发起冲刺。 关键词：国产葡萄酒；冲击；产区整体营销方式 Research on the Development of Domestic Wine which under the Impact of Imports of Wine Abstract: As the Chinese Reform and Opening-up, the rapid development of Chinese economy , the improvement of Chinese people’s life and the decrease of tariff, all kinds of imports of wine start to concur Chinese market, and it become the most favorite wine in China. Domestic wine have been developing all the time, but the amount of imports of wine saw a great increase in China by upon 50%. This incredible speed aggravates the competition of wine market, brings down the profits space of domestic wine, decreases the enthusiasm of fruit grower and highly impacts the health of domestic wine industry. To counter this present situation, the homemade wine industry should to answer this battle of market contention and turn the crisis to an opportunity. At last, domestic wine industry should to resist the impact of import of wine and enlarge the market share, and make a sprint to the NO.1 camp of wine industry in the world. Key words: Domestic wine; Impact; Production area Total Marketing 目录 前言……………………………………………………………………………………1 一、国产葡萄酒历史和发展现状……………………………………………………1 （一）葡萄酒的分类…………………………………………………………………1 1.旧世界葡萄酒产区葡萄酒……………………………………………………1 2.新世界葡萄酒产区葡萄酒……………………………………………………1 （二）中国葡萄酒的历史……………………………………………………………1 （三）国产葡萄酒行业的发展现状…………………………………………………2 1.近年国内葡萄酒产量…………………………………………………………2 2.近年国内葡萄酒人均消费量…………………………………………………3 二、国产葡萄酒行业在进口葡萄酒冲击下所产生的问题…………………………3 （一）国产葡萄酒的市场份额逐年减小……………………………………………3 1.奢侈品及高端葡萄酒市场被进口葡萄酒完全控制…………………………3 2.中低端葡萄酒市场进口葡萄酒所占份额日益扩大…………………………3 （二）国产葡萄酒行业的行业结构不合理…………………………………………3 1.国产葡萄酒企业绝大部分集中于中低档次…………………………………4 2.企业自身集中度低……………………………………………………………4 （三）国产葡萄酒酿造上游深受影响………………………………………………4 三、冲