我国白酒产业发展方向探讨
2013年, 假酒、白酒塑化剂事件、三公消费限制、宏观经济减速等多重因素的影响使白酒产业面临前所未有的挑战, 产业不得不再度审视自身问题、寻找问题根源, 至此产业进入深度调整期。本文以白酒近十年发展为背景, 分析产业高速发展背后的隐患及对产业造成的影响与危机, 为使行业缩短调整期, 对可调整因素及白酒未来发展方向进行了全面探讨。白酒是具备物质、精神、文化属性的产品, 其发展轨迹可反映人们对物质的追求、对精神文化需求, 面对生活的态度及社会的经济状况。经过全方位分析, 注重酒文化发展、调整产品结构、提升技术水平、建立质量标准体系、创新宣传营销形式与内容、培养专业化人才将是产业重新塑造形象、适应新时代发展的必经之路, 并将告别“重产量不重品质”“重利益不重消费者”的传统思维模式, 以创新为动力, 兼容并蓄, 延长产品生命周期, 实现理性稳定发展。
Chinese liquor was greatly challenged by unprecedented liquor plasticizer event, excellencies spending limit, and macroeconomic deceleration and so many other infectors in 2013, and it had to re-examine its problems inside, find the roots, which was forced into a period of deep adjustment finally. The latent dangers behind the rapid development and the impact on the industry were analyzed in this paper based on the ten-year golden development of the liquor industry. In order to shorten the adjustment period and sail through the crisis, the modifiable factors and development trends of the liquor industry were fully explored. Liquor is a product with physical, spiritual and cultural quality, whose development path can reflect people’s material pursuits and spiri-tual and cultural needs, their life attitudes and the economic condition of the society. Through a comprehensive analy-sis, we believe that the way for the industry to rebuild their image and adapt to the development trend of the new age is to pay attention to liquor cultural development, adjust products structure, promote technological level, estab-lish quality standard system, innovate marketing form and content, and cultivate professional talents. Moreover, this will help to transform the conventional thinking pattern—“attaching greater importance to quanti-ty instead of quality, and putting a higher value on interests rather than on consumers”. Powered by innovation, it is possible for the industry to extend the product life circle and to achieve rational and steady development.
标题：我国白酒产业发展方向探讨
英文标题：Discussion on the development trends of Chinese liquor industry
作者：
李丹 四川大学锦江学院白酒学院
张文学 四川大学锦江学院白酒学院;四川大学轻纺与食品学院
李东 成都蜀之源酒业有限公司
唐开云 成都蜀之源酒业有限公司
刘绪 四川省食品发酵工业研究设计院
彭昱雯 四川大学锦江学院白酒学院
赵盈盈 四川大学锦江学院白酒学院
中文关键词:白酒,发酵,产业,文化,质量,调整,结构,
英文关键词:Chinese liquor,industry culture,industry quality,industry adjustment,industry structure,
发表日期：2015-05-20
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