新疆葡萄酒产业价值链优化策略研究

Research on optimizing strategies of value chain of wine industry in Xinjiang

新疆是我国重要的优质酿酒葡萄产地,拥有深厚的葡萄酒酿造历史文化。受区位特点、产业基础和品牌价值影响,新疆葡萄酒产业与内地产区在产业规模、产品结构和价值增值能力等方面存在差距。该文介绍了新疆葡萄酒产业链和价值链结构,并从原料供给、葡萄酒酿造和产品销售三个环节,分析发现新疆葡萄酒产业链具有优质酿酒葡萄丰富、原料基地集中、市场集中度高和营销渠道多样等优势,同时存在葡萄种植缺乏统一规划、小种植户组织化程度低,酿造产能过剩、葡萄酒同质化和价值链衔接差等劣势,影响了价值创造和价值占有能力,并对优化新疆葡萄酒产业价值链给出建议。

Xinjiang is an important producing area of high quality wine grapes and has a long history of grape wine culture.Due to the effects of position characteristics,industrial foundation and brand value,Xinjiang wine industry fell behind inland producing areas in aspects of industrial scale,product structure,value-added capability,and so on.The structures of industrial chain and value chain of wine industry in Xinjiang were introduced,from the links of material supply,wine brewing and product sales.Results showed the wine industrial chain in Xinjiang had some advantages,such as abundant high quality wine grapes,high material base and market concentration,various marketing channel,and so on.However,there were also disadvantages such as absence of unified planning for grape cultivation,low organizational level of small growers,excess brewing capacity,wine homogenization,poor value chain connect and so on,which affected the ability of value creation and value possession.Finally,some suggestions were proposed to optimize the value chain of wine industry in Xinjiang.