新常态下的中国白酒行业发展趋势及应对策略研究

发布时间：2018-03-11 22:05

本文选题：新常态　切入点：白酒行业　出处：《四川理工学院学报(社会科学版)》2015年06期 　论文类型：期刊论文

【摘要】：经济增速放缓、增长动力更加多元、经济结构优化升级、政府简政放权等因素,中国经济进入了一个"新常态"发展的趋势。在此背景下,中国传统白酒行业不得不面临经济转型和产业调整的双重压力。通过对2000-2014年期间中国白酒行业产量、产值及两者增速变化趋势的研究,结果发现白酒行业产值的增速始终高于产量的增速,并且领先的趋势随着时间的推移逐步增强;白酒行业的毛利率呈现逐渐下降的趋势,其中毛利率最低为2010年(31.82%),最高为2002年(37.82%);在新常态下,受到八项规定等政策影响,中国白酒行业的毛利率在未来3—5年期间内还有进一步下降的趋势,预期白酒毛利在20%-30%为新常态。在此背景下,建议我国名优白酒企业应充分发挥自身优势,在实现产业化转型升级与可持续发展的同时,加强自身的创新能力,尤其是加强在品牌战略、市场营销、产品开发、科学技术等方面的创新水平,努力实现产业的转型升级,赋予品牌新的生命力,逐步树立"互联网+"思维,深入挖掘并传播白酒文化内在价值,进而走国际化发展战略之路。
[Abstract]:China's economy has entered a "new normal" development trend due to such factors as slowing economic growth, more diversified growth forces, optimization and upgrading of the economic structure, and the government's decentralization of power. The traditional Chinese liquor industry has to face the double pressure of economic transformation and industrial adjustment. The results showed that the growth rate of output value of liquor industry was always higher than that of production, and the leading trend gradually increased with the passage of time, and the gross profit rate of liquor industry gradually decreased. The minimum gross profit rate is 31.82% on 2010 and the highest is 37.822% on 2002. Under the new normal condition, influenced by the eight regulations, the gross profit rate of Chinese liquor industry will decrease further in the next 3-5 years. It is expected that the gross profit of liquor will be between 20% and 30% as the new normal. Under this background, it is suggested that the famous and excellent liquor enterprises in our country should give full play to their own advantages and strengthen their own innovation ability while realizing the industrialization transformation, upgrading and sustainable development. In particular, we should strengthen the level of innovation in brand strategy, marketing, product development, science and technology, strive to realize the transformation and upgrading of the industry, give new vitality to the brand, and gradually establish the "Internet" thinking. Explore and spread the intrinsic value of liquor culture, and then take the road of international development strategy.
【作者单位】：西南交通大学经济管理学院;
【基金】：国家自然科学基金资助项目(71572156) 2015年度四川省科技厅项目(2015ZR0015) 四川省白酒产业发展专项课题(SC14BJ18) 四川省教育厅四川农业特色品牌开发与传播研究中心项目(CAB1501)
【分类号】：F426.82

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