基于模糊综合评价法的葡萄酒产业核心竞争力评价研究

发布时间：2018-10-23 15:15

【摘要】：葡萄酒是国际上公认的对人体有益的六大健康饮品之一。近年来，随着人们生活水平的显著提高，对饮食中养生之道重视程度的增强，葡萄酒作为重要的健康饮品正日益受到广大消费者的青睐。葡萄酒产业尽管在国外已经经历了几百年的快速发展历史，但在我国仍然处于比较初级的发展阶段。据统计显示，2003年—2013年，中国葡萄酒的年销量仅占酒类年销量的1%～2%，其中进口葡萄酒占到葡萄酒总销量的30%左右。中国是一个拥有全球五分之一人口的大市场，在全球消费力都在下降的情况下，中国市场就成为葡萄酒卖家的必争之地。中国葡萄酒企业不仅面临着一个以白酒消费占主导的其他饮料酒的竞争，还面临着与外国葡萄酒企业的竞争。中国葡萄酒产业要想在激烈竞争的环境下发展壮大，必须建立自己的竞争优势，，提升自身的核心竞争力。本文首先对企业核心竞争力相关文献进行了系统的回顾和总结，然后结合价值链理论和我国葡萄酒产业的发展现状和特点，通过对我国葡萄酒产业核心竞争力的价值链活动的探讨，提出了我国葡萄酒产业核心竞争力的构成要素，并根据指标体系的构建原则，通过向专家们进行问卷调查的基础上，从企业管理能力、人力资源管理能力、技术创新能力、市场营销能力和品牌竞争力五个方面构建了我国葡萄酒产业核心竞争力的评价指标体系。最后，本文选取了我国三个最具代表性的葡萄酒企业为实例，运用模糊综合评价法对其核心竞争力进行了评价，根据评价结果，有针对性的提出了提升我国葡萄酒产业核心竞争力的对策和建议。
[Abstract]:Wine is internationally recognized as one of the six major health drinks beneficial to human health. In recent years, with the remarkable improvement of people's living standard and the increasing attention to the way of health preservation in diet, wine, as an important health drink, is increasingly favored by the majority of consumers. Although wine industry has experienced hundreds of years of rapid development in foreign countries, it is still in the primary stage of development in China. According to statistics, the annual sales of Chinese wines from 2003 to 2013 accounted for only 1 / 2% of the annual sales of wines, of which imported wines accounted for about 30% of total wine sales. China is a big market with 1/5 people around the world, and with global consumption declining, it has become a must for wine sellers. Chinese wine enterprises face not only a competition from other drinks dominated by liquor consumption, but also competition from foreign wine enterprises. If China's wine industry wants to develop in the environment of fierce competition, it must establish its own competitive advantage and enhance its core competitiveness. This paper firstly reviews and summarizes the related literatures on the core competence of enterprises, and then combines the theory of value chain and the present situation and characteristics of the wine industry in China. Based on the discussion of the value chain activities of the core competitiveness of China's wine industry, this paper puts forward the constituent elements of the core competitiveness of the wine industry in China, and, according to the principles of constructing the index system, makes a questionnaire survey to the experts. The evaluation index system of the core competitiveness of China's wine industry is constructed from five aspects: enterprise management ability, human resource management ability, technological innovation ability, marketing ability and brand competitiveness. Finally, this paper selects the three most representative wine enterprises in China as an example, uses the fuzzy comprehensive evaluation method to evaluate its core competitiveness, according to the evaluation results, The countermeasures and suggestions to enhance the core competitiveness of China's wine industry are put forward.
【学位授予单位】：河北工程大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F224

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