本文關(guān)鍵詞： 老陳醋產(chǎn)業(yè) 發(fā)展 清徐　出處：《山西農(nóng)業(yè)大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái),清徐老陳醋產(chǎn)業(yè)獲得了巨大的發(fā)展,產(chǎn)業(yè)化程度不斷提高。不僅通過(guò)傳統(tǒng)的市場(chǎng)營(yíng)銷向消費(fèi)者進(jìn)行市場(chǎng)的拓展和推廣,而且一些具有悠久歷史文化的企業(yè)開(kāi)展食醋文化建設(shè)來(lái)擴(kuò)大自身的品牌影響力。在清徐縣政府的大力支持下,老陳醋生產(chǎn)規(guī)模不斷擴(kuò)大,生產(chǎn)工藝不斷提高,醋文化旅游開(kāi)發(fā)力度加大,品牌保護(hù)意識(shí)逐漸加強(qiáng),取得較好的經(jīng)濟(jì)與社會(huì)效益。然而,清徐老陳醋在當(dāng)前發(fā)展過(guò)程中遇到了巨大的瓶頸,產(chǎn)業(yè)競(jìng)爭(zhēng)力較為微弱,產(chǎn)業(yè)發(fā)展障礙重重。因此,亟待清徐縣政府、企業(yè)、社會(huì)等多方面改進(jìn)和努力,以提升老陳醋產(chǎn)業(yè)的競(jìng)爭(zhēng)力,促進(jìn)地方經(jīng)濟(jì)的快速發(fā)展。本文運(yùn)用文獻(xiàn)資料法、案例分析法、綜合分析法等方法,遵循“提出問(wèn)題——分析問(wèn)題——解決問(wèn)題”的基本思路,在掌握清徐老陳醋產(chǎn)業(yè)發(fā)展概況的基礎(chǔ)上,基于波特鉆石模型,對(duì)清徐老陳醋產(chǎn)業(yè)目前發(fā)展現(xiàn)狀進(jìn)行分析,分析其在國(guó)內(nèi)市場(chǎng)上競(jìng)爭(zhēng)情況。并進(jìn)一步分析了當(dāng)前清徐老陳醋產(chǎn)業(yè)發(fā)展中面臨的問(wèn)題和缺陷,主要有：未形成整體規(guī)模和產(chǎn)業(yè)鏈；宣傳力度不夠,營(yíng)銷手段單一；品牌意識(shí)不強(qiáng),市場(chǎng)規(guī)范性不夠；缺乏強(qiáng)大的品牌區(qū)隔,品牌溢價(jià)能力差；勾兌代替陳釀：清徐老陳醋業(yè)陷入品牌危機(jī)。最后,針對(duì)前述分析結(jié)果,提出了清徐老陳醋產(chǎn)業(yè)的發(fā)展對(duì)策與建議,包括：充分利用天然生產(chǎn)要素,大力發(fā)展高級(jí)生產(chǎn)要素；立足本地消費(fèi)市場(chǎng),將產(chǎn)品銷往全國(guó)各地；制定長(zhǎng)期發(fā)展戰(zhàn)略,實(shí)現(xiàn)醋產(chǎn)業(yè)可持續(xù)發(fā)展；保持與相關(guān)產(chǎn)業(yè)、科研機(jī)構(gòu)的合作交流；借助國(guó)內(nèi)市場(chǎng)需求、同業(yè)競(jìng)爭(zhēng)的壓力大力創(chuàng)新；促進(jìn)食醋企業(yè)向現(xiàn)代管理體制轉(zhuǎn)變。
[Abstract]:In recent years, the industry of Qingxu aged vinegar has been greatly developed, and the degree of industrialization has been continuously improved. It is not only through traditional marketing to expand and promote the market to consumers, Moreover, some enterprises with a long history and culture have developed vinegar culture construction to expand their brand influence. With the support of the Qingxu County government, the production scale of aged vinegar has been continuously expanded and the production process has been continuously improved. The tourism development of vinegar culture has been strengthened, the consciousness of brand protection has been strengthened gradually, and good economic and social benefits have been obtained. However, Qingxu Old vinegar has encountered a huge bottleneck in the current development process, and its industrial competitiveness is relatively weak. Therefore, it is urgent for Qingxu county government, enterprise and society to improve and make great efforts in order to improve the competitiveness of aged vinegar industry and promote the rapid development of local economy. The comprehensive analysis method and other methods follow the basic idea of "putting forward problem-analyzing problem-solving problems", on the basis of mastering the general situation of the development of Qingxu aged vinegar industry, and based on Porter diamond model, This paper analyzes the present development situation of Qingxu aged vinegar industry, analyzes its competition in the domestic market, and further analyzes the problems and defects in the development of Qingxu aged vinegar industry, which are mainly as follows: not forming the whole scale and industrial chain; Propaganda is not enough, marketing means are single, brand consciousness is not strong, market norm is not enough, lack of strong brand division, brand premium ability is poor; blending instead of aging wine: Qingxu aged vinegar industry is in a brand crisis. Finally, According to the above analysis results, the development countermeasures and suggestions of Qingxu aged vinegar industry are put forward, including: making full use of natural factors of production, vigorously developing advanced factors of production, basing on the local consumer market, and selling the products to all parts of the country; To establish long-term development strategy to realize the sustainable development of vinegar industry; to maintain the cooperation and exchange with related industries and scientific research institutions; to make great efforts to innovate with the help of domestic market demand and the pressure of peer competition; to promote the transformation of vinegar enterprises to modern management system.
【學(xué)位授予單位】：山西農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F426.82

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 顏景宗;;淺議山西老陳醋的文化與傳承[J];食品工程;2015年02期

2 周蓉;;傳承與創(chuàng)新 山西老陳醋的轉(zhuǎn)型之路[J];中國(guó)農(nóng)村科技;2014年12期

3 馬欣;;山西清徐醋業(yè)的文化體現(xiàn)及其特色功能[J];太原師范學(xué)院學(xué)報(bào)(社會(huì)科學(xué)版);2014年05期

4 趙琳琳;;太原市清徐食醋工業(yè)園 百億產(chǎn)業(yè)集群正崛起[J];現(xiàn)代工業(yè)經(jīng)濟(jì)和信息化;2014年Z1期

5 郭榮s，

本文編號(hào)：1522581