如何构建葡萄酒的产品文化体系

How to build a holistic wine product culture system

葡萄酒产业是一个深具文化属性的产业。本文通过引入产品文化的概念界定了葡萄酒产品文化的内涵,并提出葡萄酒的产品文化可以分为"物质文化"与"非物质文化"两大类。而且,还提出葡萄酒的产品文化是物质文化和精神文化的集合体。文章将葡萄酒产品文化分为4个层次:物质文化、制度文化、行为文化和心态文化。本文认为,以在消费者心智当中搭建一个关于特定产品或者产品组合的信息网络和知识体系为目标,通过质量、风土、历史、工艺、品牌的品质表达体系和沟通机制,最终让葡萄酒产品文化体系的各种构成要素成为影响消费者购买决策的产品综合质量认知和评估指标。

Wine industry is an industry with deep cultural attributes.This article defined the connotation of wine product culture by introducing the concept of product culture,and proposes that wine product culture could be divided into two categories:"material culture"and"intangible culture".Moreover,the article pointed out that the product culture of wine was the collection of material culture and spiritual culture.Wine product culture was divided into four levels:material culture,system culture,behavior culture and mentality culture.With the goal of building an information network and knowledge system about a specific product or product combination in consumers'minds,through the quality expression system and communication mechanism of quality,terror,history,technology and brand,various elements of wine product culture system would eventually become the comprehensive quality cognition and evaluation indicators that affect consumers'purchasing decisions.