清徐老陈醋产业发展研究

发布时间：2018-02-21 18:40

本文关键词： 老陈醋产业发展清徐　出处：《山西农业大学》2016年硕士论文　论文类型：学位论文

【摘要】：近年来,清徐老陈醋产业获得了巨大的发展,产业化程度不断提高。不仅通过传统的市场营销向消费者进行市场的拓展和推广,而且一些具有悠久历史文化的企业开展食醋文化建设来扩大自身的品牌影响力。在清徐县政府的大力支持下,老陈醋生产规模不断扩大,生产工艺不断提高,醋文化旅游开发力度加大,品牌保护意识逐渐加强,取得较好的经济与社会效益。然而,清徐老陈醋在当前发展过程中遇到了巨大的瓶颈,产业竞争力较为微弱,产业发展障碍重重。因此,亟待清徐县政府、企业、社会等多方面改进和努力,以提升老陈醋产业的竞争力,促进地方经济的快速发展。本文运用文献资料法、案例分析法、综合分析法等方法,遵循“提出问题——分析问题——解决问题”的基本思路,在掌握清徐老陈醋产业发展概况的基础上,基于波特钻石模型,对清徐老陈醋产业目前发展现状进行分析,分析其在国内市场上竞争情况。并进一步分析了当前清徐老陈醋产业发展中面临的问题和缺陷,主要有：未形成整体规模和产业链；宣传力度不够,营销手段单一；品牌意识不强,市场规范性不够；缺乏强大的品牌区隔,品牌溢价能力差；勾兑代替陈酿：清徐老陈醋业陷入品牌危机。最后,针对前述分析结果,提出了清徐老陈醋产业的发展对策与建议,包括：充分利用天然生产要素,大力发展高级生产要素；立足本地消费市场,将产品销往全国各地；制定长期发展战略,实现醋产业可持续发展；保持与相关产业、科研机构的合作交流；借助国内市场需求、同业竞争的压力大力创新；促进食醋企业向现代管理体制转变。
[Abstract]:In recent years, the industry of Qingxu aged vinegar has been greatly developed, and the degree of industrialization has been continuously improved. It is not only through traditional marketing to expand and promote the market to consumers, Moreover, some enterprises with a long history and culture have developed vinegar culture construction to expand their brand influence. With the support of the Qingxu County government, the production scale of aged vinegar has been continuously expanded and the production process has been continuously improved. The tourism development of vinegar culture has been strengthened, the consciousness of brand protection has been strengthened gradually, and good economic and social benefits have been obtained. However, Qingxu Old vinegar has encountered a huge bottleneck in the current development process, and its industrial competitiveness is relatively weak. Therefore, it is urgent for Qingxu county government, enterprise and society to improve and make great efforts in order to improve the competitiveness of aged vinegar industry and promote the rapid development of local economy. The comprehensive analysis method and other methods follow the basic idea of "putting forward problem-analyzing problem-solving problems", on the basis of mastering the general situation of the development of Qingxu aged vinegar industry, and based on Porter diamond model, This paper analyzes the present development situation of Qingxu aged vinegar industry, analyzes its competition in the domestic market, and further analyzes the problems and defects in the development of Qingxu aged vinegar industry, which are mainly as follows: not forming the whole scale and industrial chain; Propaganda is not enough, marketing means are single, brand consciousness is not strong, market norm is not enough, lack of strong brand division, brand premium ability is poor; blending instead of aging wine: Qingxu aged vinegar industry is in a brand crisis. Finally, According to the above analysis results, the development countermeasures and suggestions of Qingxu aged vinegar industry are put forward, including: making full use of natural factors of production, vigorously developing advanced factors of production, basing on the local consumer market, and selling the products to all parts of the country; To establish long-term development strategy to realize the sustainable development of vinegar industry; to maintain the cooperation and exchange with related industries and scientific research institutions; to make great efforts to innovate with the help of domestic market demand and the pressure of peer competition; to promote the transformation of vinegar enterprises to modern management system.
【学位授予单位】：山西农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.82

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