中国葡萄酒市场与供应链分析-食品科学.PDF

※专题论述 食品科学 2011, Vol. 32, 增刊2 93 1 1, 1 2 徐 扬 ，谭 锋 * ，卢 澄 ，Martin HINGLEY (1.北京农学院国际学院，北京 102206 ； 2.Harper Adams University College, Shropshire TF10 8NB, UK) 通过调查研究目前中国葡萄酒市场特点、国产酒与进口酒的竞争关系，以及葡萄酒市场供应链的状况， 分析供应链成员的构成和选择标准，葡萄酒市场营销渠道；针对目前市场状况指出葡萄酒市场主要存在的问题，包 括消费者认知、供应链成员之间的关系、关系营销以及进口酒的关税、品牌知名度的矛盾等，在此基础上，对 中国葡萄酒市场提出建议和市场展望。 葡萄酒市场；葡萄酒供应链；进口葡萄酒；关系营销 Analysis Wine Market and Supply Chain in China 1 1, 1 2 XU Yang ，TAN Feng *，LU Cheng ，Martin HINGLEY (1. International College, Beijing University of Agriculture, Beijing 102206, China； 2. Harper Adams University College, Shropshire TF10 8NB, UK) Abstract ：In this paper, current characteristics of Chinese wine market, competition situation between domestic wine and imported wine, and the situation of supply chain such as chain structure, criteria of choosing chain partners and distribution channels have been discussed. The major problems in supply chain and market including consumer cognition, relationships among partners in supply chain, and tariff issue and reputation of imported wine have been analysed. Moreover, the suggestions and future development of Chinese wine market have been proposed. Key words ：wine market ；wine supply chain ；imported wine ；relation marketing 中图分类号：TS262.6 文献标识码：A 文章编号：1002-6630(2011)增刊 2-0093-04 中国的葡萄酒市场正处在发展初期。目前葡萄酒在 萄酒市场呈现“三足鼎立”，主要为国外企业和品牌， 中国酒市场所占份额较少，国内有近千家葡萄酒生产企 具有一定历史的本土企业和品牌，还有新进