河西葡萄酒区域性品牌建设问题研究
发布时间：2019-01-04 11:12
【摘要】：随着人们保健意识的增强、消费观念的转变,以及国家宏观政策的支持,中国葡萄酒产业迎来前所未有的发展契机,市场需求量正以年均增长20%的速度发展,葡萄酒市场表现出巨大的发展潜力。国内知名葡萄酒产区和龙头企业也越来越意识到品牌的重要性,能否建立起具有市场号召力的葡萄酒区域性品牌,已成为各产区提升产品竞争力、促进农民增收和企业盈利,带动地区经济整体发展的重要途径。河西走廊拥有发展葡萄酒产业得天独厚的地理区位优势及酿造原料的资源禀赋优势,然而却未能全部转化为产品的竞争优势,产品知名度不高。与其他葡萄酒产区相比,河西缺乏一个强势的区域性品牌来带动葡萄酒产业可持续发展。因此,本文以河西葡萄酒区域性品牌的建设为研究对象,采用行动者网络理论分析方法,探讨建设过程中行动者主体的构成以及角色分工,并借鉴国内外葡萄酒区域性品牌建设的成功经验,最终提出具有针对性的对策建议,从而为其他地区研究农产品区域性品牌的建设或葡萄酒产业的发展提供了借鉴思路和参考依据。文章主要得出以下结论:1.通过系统总结河西葡萄酒产业的发展现状,得出河西葡萄酒产业发展具有诸多优势,包括地理区位优势、自然环境优势、种植基地优势、加工能力优势、销售网络优势、政策扶持优势以及历史文化优势。同时面临阻碍产业发展的一些问题,如产业政策扶持力度不够、科技支撑力量薄弱、发展资金严重缺乏、市场竞争环境欠佳等。2.通过分析河西葡萄酒品牌的建设现状,得出河西葡萄酒品牌发展共经历三个阶段:品牌初步认知阶段、品牌定位形成阶段以及品牌初级竞争与建设阶段。辨别和发现了品牌建设存在的问题是产区内企业困守省内市场、各自为阵、相互竞争,企业缺乏抱团发展的意识,产区资源有待集中整合,并得出建设区域性品牌是未来河西葡萄酒品牌发展的趋势。3.运用行动者网络理论的分析方法,确认了网络涵盖的主体,分析了转译的过程,探讨了内生与外生力量如何联结起来共同促进葡萄酒区域性品牌的建设,成功构建了河西葡萄酒区域性品牌建设的行动者网络,并观察了网络运作的结果。得出在建设过程中人类主体与非人类主体被同等对待,行动者身份发生转变,政府成为最有力的行动者,同时发生了有力行动者替代现象,产业协会替代了企业的有力行动者地位,成为仅次于政府的有力行动者。4.通过介绍和分析国内外葡萄酒区域性品牌建设的成功实践,得出经验启示:政府的指导与扶持必不可少,健全的质量标准体系至关重要,行业协会的协调管理举足轻重。5.针对河西葡萄酒品牌发展中存在的问题、行动者网络构建中的异议,以及国内外葡萄酒区域性品牌建设的启示,提出了明确利益相关者角色定位、多方共同参与,建立共生与联动机制,发挥协同作用,革新品牌观念,强化区域性品牌意识,加大科技投入,建立健全质量标准体系,挖掘历史资源,发挥本土文化优势,拓展宣传渠道,加强区域性品牌推广力度等对策建议。
[Abstract]:With the improvement of people's health consciousness, the transformation of the consumption concept and the support of the national macro-policy, the Chinese wine industry has an unprecedented development opportunity, and the market demand is developing at an annual rate of 20%, and the wine market shows great development potential. As well as leading enterprises in well-known wine-producing areas and leading enterprises in China, it is becoming more and more aware of the importance of the brand, can establish a regional brand of wine with market appeal, has become the production area to improve the competitiveness of the products, promote the income of the farmers and the profits of the enterprises, It is an important way to drive the overall development of the regional economy. Hexi Corridor has the unique geographical location advantage of developing the wine industry and the resource endowment advantage of the brewing raw materials. However, it is not fully converted into the product's competitive advantage, and the product popularity is not high. In contrast to other wine-producing areas, Hexi lacks a strong regional brand to drive the sustainable development of the wine industry. Therefore, the article takes the construction of the regional brand of the Hexi wine as the research object, adopts the network theory analysis method of the actor, probes into the composition of the actor's main body and the role division of the role in the construction process, and draws on the successful experience of the regional brand construction of the wine at home and abroad, Finally, it puts forward some countermeasures and suggestions, so as to provide reference and reference for the research of the regional brand of agricultural products or the development of the wine industry in other regions. The following conclusions are drawn: 1. The development of the western wine industry is summarized by the system, and it is concluded that the development of the western wine industry has many advantages, including the advantages of geographical location, the advantages of the natural environment, the advantages of planting base, the advantages of processing capacity, the advantages of the sales network, the advantages of policy support and the advantages of the historical and cultural. At the same time, it faces some problems that hinder the development of the industry, such as the insufficient support of the industrial policy, the weak scientific and technological support force, the serious shortage of the development funds, the poor market competition environment, etc. Through the analysis of the current situation of the construction of the western wine brand, it is concluded that the brand development of the Hexi wine has experienced three stages: the first stage of the brand, the formation of the brand position and the stage of the primary competition and the construction of the brand. The problems in the brand construction are identified and found, the enterprises in the production area are in the province of the province, each is the array, the competition, the enterprise lacks the consciousness of the development of the group, the resources of the production area need to be integrated, and the development of the regional brand is the trend of the development of the western wine brand in the future. By using the analysis method of the network theory of the actor, the main body covered by the network is confirmed, the translation process is analyzed, and the construction of the regional brand of the wine is promoted by combining the endogenous and external forces. The author has successfully constructed the network of the actor network of the regional brand construction of the Hexi wine, and observed the result of the network operation. It is concluded that in the course of construction, the human subject and the non-human subject are treated in the same way, the identity of the actor changes, the government becomes the most powerful actor, and the strong actor substitution phenomenon has taken place, and the industrial association has replaced the strong actor position of the enterprise, Becoming a strong actor next to the government. Through the introduction and analysis of the successful practice of regional brand construction at home and abroad, it is concluded that the government's guidance and support is essential, and the sound quality standard system is of great importance, and the coordination and management of the trade association is very important. Aiming at the problems existing in the development of the wine brand in the Hexi, the objection of the construction of the actor's network, and the inspiration of the regional brand construction of the wine at home and abroad, the author put forward the role orientation of the stakeholders, the multi-party participation, the establishment of the symbiosis and the linkage mechanism, and the synergy. Renewing the brand concept, strengthening the regional brand awareness, increasing the input of science and technology, establishing and perfecting the quality standard system, digging the historical resources, playing the local cultural advantage, expanding the propaganda channel, and strengthening the regional brand promotion.
【学位授予单位】：甘肃农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F273.2
本文编号：2400211
[Abstract]:With the improvement of people's health consciousness, the transformation of the consumption concept and the support of the national macro-policy, the Chinese wine industry has an unprecedented development opportunity, and the market demand is developing at an annual rate of 20%, and the wine market shows great development potential. As well as leading enterprises in well-known wine-producing areas and leading enterprises in China, it is becoming more and more aware of the importance of the brand, can establish a regional brand of wine with market appeal, has become the production area to improve the competitiveness of the products, promote the income of the farmers and the profits of the enterprises, It is an important way to drive the overall development of the regional economy. Hexi Corridor has the unique geographical location advantage of developing the wine industry and the resource endowment advantage of the brewing raw materials. However, it is not fully converted into the product's competitive advantage, and the product popularity is not high. In contrast to other wine-producing areas, Hexi lacks a strong regional brand to drive the sustainable development of the wine industry. Therefore, the article takes the construction of the regional brand of the Hexi wine as the research object, adopts the network theory analysis method of the actor, probes into the composition of the actor's main body and the role division of the role in the construction process, and draws on the successful experience of the regional brand construction of the wine at home and abroad, Finally, it puts forward some countermeasures and suggestions, so as to provide reference and reference for the research of the regional brand of agricultural products or the development of the wine industry in other regions. The following conclusions are drawn: 1. The development of the western wine industry is summarized by the system, and it is concluded that the development of the western wine industry has many advantages, including the advantages of geographical location, the advantages of the natural environment, the advantages of planting base, the advantages of processing capacity, the advantages of the sales network, the advantages of policy support and the advantages of the historical and cultural. At the same time, it faces some problems that hinder the development of the industry, such as the insufficient support of the industrial policy, the weak scientific and technological support force, the serious shortage of the development funds, the poor market competition environment, etc. Through the analysis of the current situation of the construction of the western wine brand, it is concluded that the brand development of the Hexi wine has experienced three stages: the first stage of the brand, the formation of the brand position and the stage of the primary competition and the construction of the brand. The problems in the brand construction are identified and found, the enterprises in the production area are in the province of the province, each is the array, the competition, the enterprise lacks the consciousness of the development of the group, the resources of the production area need to be integrated, and the development of the regional brand is the trend of the development of the western wine brand in the future. By using the analysis method of the network theory of the actor, the main body covered by the network is confirmed, the translation process is analyzed, and the construction of the regional brand of the wine is promoted by combining the endogenous and external forces. The author has successfully constructed the network of the actor network of the regional brand construction of the Hexi wine, and observed the result of the network operation. It is concluded that in the course of construction, the human subject and the non-human subject are treated in the same way, the identity of the actor changes, the government becomes the most powerful actor, and the strong actor substitution phenomenon has taken place, and the industrial association has replaced the strong actor position of the enterprise, Becoming a strong actor next to the government. Through the introduction and analysis of the successful practice of regional brand construction at home and abroad, it is concluded that the government's guidance and support is essential, and the sound quality standard system is of great importance, and the coordination and management of the trade association is very important. Aiming at the problems existing in the development of the wine brand in the Hexi, the objection of the construction of the actor's network, and the inspiration of the regional brand construction of the wine at home and abroad, the author put forward the role orientation of the stakeholders, the multi-party participation, the establishment of the symbiosis and the linkage mechanism, and the synergy. Renewing the brand concept, strengthening the regional brand awareness, increasing the input of science and technology, establishing and perfecting the quality standard system, digging the historical resources, playing the local cultural advantage, expanding the propaganda channel, and strengthening the regional brand promotion.
【学位授予单位】：甘肃农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F273.2
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相关期刊论文 前1条
1 胡大立,谌飞龙,吴群;区域品牌机理与构建分析[J];经济前沿;2005年04期
相关硕士学位论文 前1条
1 张建江;柳河山谷产业集群区域品牌构建与发展研究[D];河北大学;2011年
，本文编号：2400211
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