基于“五力模型”的新疆葡萄酒产业价值链分析

Analysis on industrial value chain of grape wine industry in Xinjiang by Five-Force Model

新疆出产优质酿酒葡萄,具有悠久葡萄酒历史文化。由于现代产业起步较晚、区位劣势等原因,新疆葡萄酒产业与内地产区在市场规模、市场范围和品牌美誉度等方面存在较大差距。文章介绍了新疆葡萄酒产业链和价值链结构,以"五力模型"分析产业价值链中葡萄种植者、生产企业、销售者、进入者和替代者间的竞争关系,发现新疆葡萄酒产业具有优质酿酒葡萄供给充足、原料基地集中、产业集中度高等优势,同时存在市场规模小、产销衔接差、市场距离远、价值占有能力低、深加工不足等劣势。最后,文章提出相关建议以提高新疆葡萄酒产业价值。

Xinjiang produces high quality wine grape and has a long history of wine culture. Due to the late development of modem industry and dis- advantage of location, Xinjiang wine industry fell behind other areas in aspects of market scale, market scope, brand reputation, and so on. The paper introduced industrial chain and value chain of grape wine industry in Xinjiang, and analyzed the competitive relationship of grape growers, process- ing enterprises, sellers, entrants and alternatives by Five-Force Model. Results showed some advantages of grape wine industry in Xinjiang, such as sufficient and concentrated materials, high industrial concentration, and so on. However, there were also disadvantages in Xinjiang, such as small market scale, poor industrial cohesion, long distance to market, poor value-possessing ability, lack of deep processing and so on. Finally, some sug- gestions were proposed to improve the value of grape wine industry in Xinjiang.