宁夏贺兰山东麓葡萄酒市场需求分析

Analysis of market demand for Ningxia east Helan Mountain foot area wines

作为宁夏特色农业产业之首的葡萄酒产业,近年来由于受市场波动、供给和需求之间信息不对称等因素的影响,出现了销售不畅,商品积压等问题。为了让更多的宁夏贺兰山东麓产区的葡萄酒走向全国市场,课题组梳理了实地调研中发现的一些还没有引起关注但又影响葡萄酒销售的问题,通过问卷星在31个省(自治区、直辖市)收集获取消费者对宁夏贺兰山东麓葡萄酒市场销售及需求的看法。微观实证分析发现,宁夏贺兰山东麓葡萄酒产业的生产端和消费端存在信息共享不畅,葡萄酒价格偏高,营销渠道、方式单一,在大众消费群体中品牌知名度不高等问题。对此,依据市场营销4P理论的核心内容,分别从产品策略、价格策略、分销策略、促销策略4个方面提出建议,以期为宁夏葡萄酒产业高质量发展献计献策。

At the 13th Party Congress of Ningxia in 2022, the wine industry was designated as a characteristic agricultural industry in Ningxia. In recent years, due to the influence of COVID pandemic, market fluctuation, information asymmetry between supply and demand and other factors, the wine industry has been suffering poor sales and backlog of commodities.In order to promote more wines from the east Helan Mountains in Ningxia to the domestic market, the research group combed some problems found in the field research that have not yet attracted attention but affected wine sales. By So-jump,data of consumers’ views on the sales and demand of the wine market in 31 provinces were collected. Micro empirical analysis found that poor information sharing, higher price, single market channel and lower brand awareness are the key factors affecting mass consumers purchase wine of Ningxia. Countermeasures are put forward from the aspects of product,price, place and promotion respectively based on 4Ps marketing theory, which could benefit the high-quality development of Ningxia wine industry.