中国市场葡萄酒消费价值符号的更迭与变迁

Periodic Changes of Wine Consumption Symbolic Value in Chinese Market

在国内社会经济的不同发展阶段,总会有特定的产品或服务承载着特殊的消费价值符号。分析了国内外宏观环境的持续变化是推动中国葡萄酒产业逐渐走向成熟的重要因素,而国内经济的增长、消费水平的提高和市场竞争的加剧又进一步推动了整个国内葡萄酒消费市场的逐渐升级。只有持续关注和重视葡萄酒消费价值符号在中国市场的更迭逻辑和变迁脉络,紧跟时代发展步伐并准确把握不同消费群体的需求变化特征与趋势,才能在消费渐次升级的市场上构建出多元的消费价值符号体系。

At different stages of social and economic development in China,there will always be specific products or services bearing special symbolic value.This paper analyzes that the continuous change of macro environment at home and abroad is an important factor to promote the gradual maturity of Chinese wine industry,and the growth of domestic economy,the improvement of consumption level and the intensification of market competition further promote the gradual upgrading of the whole domestic wine consumption market.The article points out that only by continuously paying attention to the changing logic and contexts of wine consumption culture in China,keeping up with the pace of development of the times and accurately grasping the changing characteristics and trends of demands of different consumer groups,can a pluralistic consumption symbolic value system be constructed in the market where consumption is gradually upgrading.