中国葡萄酒行业差异化策略研究

Analysis of Differentiation Strategy for Grape Wine Industry in China

介绍了差异化的概念,分析了差异化战略在中国葡萄酒行业的必要性,提出了建立差异化的品牌组合,包括行业品牌、产区品牌、企业品牌、企业家品牌和酿酒师品牌。葡萄酒差异化发展,将促进酿酒品种、产区、品牌的差异化,进而实现葡萄酒品牌的差异化,促成整个中国葡萄酒产业的差异化,推动整个中国葡萄酒产业的发展。

The concept of differentiation strategy was introduced in this paper. The necessity of the practice of differentiation strategy for grape wine industry in China was analyzed. Besides, the establishment of differentiated brands combination including industry brand, wine production region brand, winery brand, entrepreneur brand and wine-maker brand was recommended. The differentiated development of grape wine would induce the differentiation of grape wine products, wine production regions, and grape wine brands, which would further realize the differentiation of the whole grape wine industry in China and advance health development of grape wine industry in China.