【摘要】：隨著人們保健意識(shí)的增強(qiáng)、消費(fèi)觀念的轉(zhuǎn)變,以及國(guó)家宏觀政策的支持,中國(guó)葡萄酒產(chǎn)業(yè)迎來(lái)前所未有的發(fā)展契機(jī),市場(chǎng)需求量正以年均增長(zhǎng)20%的速度發(fā)展,葡萄酒市場(chǎng)表現(xiàn)出巨大的發(fā)展?jié)摿�。�?guó)內(nèi)知名葡萄酒產(chǎn)區(qū)和龍頭企業(yè)也越來(lái)越意識(shí)到品牌的重要性,能否建立起具有市場(chǎng)號(hào)召力的葡萄酒區(qū)域性品牌,已成為各產(chǎn)區(qū)提升產(chǎn)品競(jìng)爭(zhēng)力、促進(jìn)農(nóng)民增收和企業(yè)盈利,帶動(dòng)地區(qū)經(jīng)濟(jì)整體發(fā)展的重要途徑。河西走廊擁有發(fā)展葡萄酒產(chǎn)業(yè)得天獨(dú)厚的地理區(qū)位優(yōu)勢(shì)及釀造原料的資源稟賦優(yōu)勢(shì),然而卻未能全部轉(zhuǎn)化為產(chǎn)品的競(jìng)爭(zhēng)優(yōu)勢(shì),產(chǎn)品知名度不高。與其他葡萄酒產(chǎn)區(qū)相比,河西缺乏一個(gè)強(qiáng)勢(shì)的區(qū)域性品牌來(lái)帶動(dòng)葡萄酒產(chǎn)業(yè)可持續(xù)發(fā)展。因此,本文以河西葡萄酒區(qū)域性品牌的建設(shè)為研究對(duì)象,采用行動(dòng)者網(wǎng)絡(luò)理論分析方法,探討建設(shè)過(guò)程中行動(dòng)者主體的構(gòu)成以及角色分工,并借鑒國(guó)內(nèi)外葡萄酒區(qū)域性品牌建設(shè)的成功經(jīng)驗(yàn),最終提出具有針對(duì)性的對(duì)策建議,從而為其他地區(qū)研究農(nóng)產(chǎn)品區(qū)域性品牌的建設(shè)或葡萄酒產(chǎn)業(yè)的發(fā)展提供了借鑒思路和參考依據(jù)。文章主要得出以下結(jié)論:1.通過(guò)系統(tǒng)總結(jié)河西葡萄酒產(chǎn)業(yè)的發(fā)展現(xiàn)狀,得出河西葡萄酒產(chǎn)業(yè)發(fā)展具有諸多優(yōu)勢(shì),包括地理區(qū)位優(yōu)勢(shì)、自然環(huán)境優(yōu)勢(shì)、種植基地優(yōu)勢(shì)、加工能力優(yōu)勢(shì)、銷售網(wǎng)絡(luò)優(yōu)勢(shì)、政策扶持優(yōu)勢(shì)以及歷史文化優(yōu)勢(shì)。同時(shí)面臨阻礙產(chǎn)業(yè)發(fā)展的一些問(wèn)題,如產(chǎn)業(yè)政策扶持力度不夠、科技支撐力量薄弱、發(fā)展資金嚴(yán)重缺乏、市場(chǎng)競(jìng)爭(zhēng)環(huán)境欠佳等。2.通過(guò)分析河西葡萄酒品牌的建設(shè)現(xiàn)狀,得出河西葡萄酒品牌發(fā)展共經(jīng)歷三個(gè)階段:品牌初步認(rèn)知階段、品牌定位形成階段以及品牌初級(jí)競(jìng)爭(zhēng)與建設(shè)階段。辨別和發(fā)現(xiàn)了品牌建設(shè)存在的問(wèn)題是產(chǎn)區(qū)內(nèi)企業(yè)困守省內(nèi)市場(chǎng)、各自為陣、相互競(jìng)爭(zhēng),企業(yè)缺乏抱團(tuán)發(fā)展的意識(shí),產(chǎn)區(qū)資源有待集中整合,并得出建設(shè)區(qū)域性品牌是未來(lái)河西葡萄酒品牌發(fā)展的趨勢(shì)。3.運(yùn)用行動(dòng)者網(wǎng)絡(luò)理論的分析方法,確認(rèn)了網(wǎng)絡(luò)涵蓋的主體,分析了轉(zhuǎn)譯的過(guò)程,探討了內(nèi)生與外生力量如何聯(lián)結(jié)起來(lái)共同促進(jìn)葡萄酒區(qū)域性品牌的建設(shè),成功構(gòu)建了河西葡萄酒區(qū)域性品牌建設(shè)的行動(dòng)者網(wǎng)絡(luò),并觀察了網(wǎng)絡(luò)運(yùn)作的結(jié)果。得出在建設(shè)過(guò)程中人類主體與非人類主體被同等對(duì)待,行動(dòng)者身份發(fā)生轉(zhuǎn)變,政府成為最有力的行動(dòng)者,同時(shí)發(fā)生了有力行動(dòng)者替代現(xiàn)象,產(chǎn)業(yè)協(xié)會(huì)替代了企業(yè)的有力行動(dòng)者地位,成為僅次于政府的有力行動(dòng)者。4.通過(guò)介紹和分析國(guó)內(nèi)外葡萄酒區(qū)域性品牌建設(shè)的成功實(shí)踐,得出經(jīng)驗(yàn)啟示:政府的指導(dǎo)與扶持必不可少,健全的質(zhì)量標(biāo)準(zhǔn)體系至關(guān)重要,行業(yè)協(xié)會(huì)的協(xié)調(diào)管理舉足輕重。5.針對(duì)河西葡萄酒品牌發(fā)展中存在的問(wèn)題、行動(dòng)者網(wǎng)絡(luò)構(gòu)建中的異議,以及國(guó)內(nèi)外葡萄酒區(qū)域性品牌建設(shè)的啟示,提出了明確利益相關(guān)者角色定位、多方共同參與,建立共生與聯(lián)動(dòng)機(jī)制,發(fā)揮協(xié)同作用,革新品牌觀念,強(qiáng)化區(qū)域性品牌意識(shí),加大科技投入,建立健全質(zhì)量標(biāo)準(zhǔn)體系,挖掘歷史資源,發(fā)揮本土文化優(yōu)勢(shì),拓展宣傳渠道,加強(qiáng)區(qū)域性品牌推廣力度等對(duì)策建議。
[Abstract]:With the improvement of people's health consciousness, the transformation of the consumption concept and the support of the national macro-policy, the Chinese wine industry has an unprecedented development opportunity, and the market demand is developing at an annual rate of 20%, and the wine market shows great development potential. As well as leading enterprises in well-known wine-producing areas and leading enterprises in China, it is becoming more and more aware of the importance of the brand, can establish a regional brand of wine with market appeal, has become the production area to improve the competitiveness of the products, promote the income of the farmers and the profits of the enterprises, It is an important way to drive the overall development of the regional economy. Hexi Corridor has the unique geographical location advantage of developing the wine industry and the resource endowment advantage of the brewing raw materials. However, it is not fully converted into the product's competitive advantage, and the product popularity is not high. In contrast to other wine-producing areas, Hexi lacks a strong regional brand to drive the sustainable development of the wine industry. Therefore, the article takes the construction of the regional brand of the Hexi wine as the research object, adopts the network theory analysis method of the actor, probes into the composition of the actor's main body and the role division of the role in the construction process, and draws on the successful experience of the regional brand construction of the wine at home and abroad, Finally, it puts forward some countermeasures and suggestions, so as to provide reference and reference for the research of the regional brand of agricultural products or the development of the wine industry in other regions. The following conclusions are drawn: 1. The development of the western wine industry is summarized by the system, and it is concluded that the development of the western wine industry has many advantages, including the advantages of geographical location, the advantages of the natural environment, the advantages of planting base, the advantages of processing capacity, the advantages of the sales network, the advantages of policy support and the advantages of the historical and cultural. At the same time, it faces some problems that hinder the development of the industry, such as the insufficient support of the industrial policy, the weak scientific and technological support force, the serious shortage of the development funds, the poor market competition environment, etc. Through the analysis of the current situation of the construction of the western wine brand, it is concluded that the brand development of the Hexi wine has experienced three stages: the first stage of the brand, the formation of the brand position and the stage of the primary competition and the construction of the brand. The problems in the brand construction are identified and found, the enterprises in the production area are in the province of the province, each is the array, the competition, the enterprise lacks the consciousness of the development of the group, the resources of the production area need to be integrated, and the development of the regional brand is the trend of the development of the western wine brand in the future. By using the analysis method of the network theory of the actor, the main body covered by the network is confirmed, the translation process is analyzed, and the construction of the regional brand of the wine is promoted by combining the endogenous and external forces. The author has successfully constructed the network of the actor network of the regional brand construction of the Hexi wine, and observed the result of the network operation. It is concluded that in the course of construction, the human subject and the non-human subject are treated in the same way, the identity of the actor changes, the government becomes the most powerful actor, and the strong actor substitution phenomenon has taken place, and the industrial association has replaced the strong actor position of the enterprise, Becoming a strong actor next to the government. Through the introduction and analysis of the successful practice of regional brand construction at home and abroad, it is concluded that the government's guidance and support is essential, and the sound quality standard system is of great importance, and the coordination and management of the trade association is very important. Aiming at the problems existing in the development of the wine brand in the Hexi, the objection of the construction of the actor's network, and the inspiration of the regional brand construction of the wine at home and abroad, the author put forward the role orientation of the stakeholders, the multi-party participation, the establishment of the symbiosis and the linkage mechanism, and the synergy. Renewing the brand concept, strengthening the regional brand awareness, increasing the input of science and technology, establishing and perfecting the quality standard system, digging the historical resources, playing the local cultural advantage, expanding the propaganda channel, and strengthening the regional brand promotion.
【學(xué)位授予單位】：甘肅農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.82;F273.2

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本文編號(hào)：2400211