文档介绍：蓬莱葡萄酒产业发展战略研究摘要蓬莱市地处胶东半岛最北端,具有阳光、沙砾、海洋“3S”特质的黄金海岸, 被誉为“世界七大葡萄海岸之一”,拥有良好的葡萄及葡萄酒产业基础和条件, 是我国三大优质酿酒葡萄产区:艺一和葡萄栽培国家农业标准化示范区。蓬莱已建成优质酿酒葡萄种植基地15万亩,葡萄酒生产企业68家,年产葡萄酒能力超过 15万吨,葡萄及葡萄酒产业已成为蓬莱的支柱产业之一。但随着世界葡萄酒行业抢占中国市场和国内葡萄酒产业的异军突起,蓬莱葡萄酒产业的发展面临着前所未有的挑战。蓬莱产区品牌知名度不高、企业核心竞争力不强、葡萄酒企业发展参差不齐等问题制约着蓬莱葡萄酒产业的发展。本文通过对国内外葡萄酒产业发展现状和趋势的调查研究,分析蓬莱葡萄酒产业发展的机遇和困难;通过对蓬莱葡萄酒产业发展的自然条件、社会经济条件和政策环境的分析,解析蓬莱葡萄酒产业的发展优势和制约因素。运用SWOT 战略分析和战略形成模型进行研究,制定蓬莱葡萄酒产业发展战略:打造产区品牌,全产业链纵深发展,为蓬莱市葡萄酒产业的发展指明方向。面对葡萄酒产业发展面临的机遇和挑战,结合蓬莱市的实际情况和葡萄酒产业的自身特点,本文就推进蓬莱市葡萄酒产业的发展给出如下建议:一是完善葡萄酒产业发展规划与政策支持;二是加大招商引资力度,扩大规模效应;三是建立和完善产业服务体系;四是构建专业化的人才队伍;五是建立产业风险保障机制。本文旨在通过研究蓬莱市葡萄酒产业发展战略,为政府制定产业发展政策提供科学的决策依据,为企业提高核心竞争力指明方向,促进蓬莱市葡萄酒产业的发展,充分发挥支柱产业的作用,带动蓬莱经济的快速发展。关键词:葡萄酒;产业发展;战略研究 THE STUDY ON THE DEVE OPMENT STRATEGY OF W NE NDUSTRY N PENGLA ABSTRACT Peng-Lal lies inthe northernmost part ofJiaodong Peninsular and is bJ-essed wlth aso—cal led 3Sgolden coast withsunl ight,sand and sea,which s halled as “one of the seven major grape coasts” with choice grape, bases and qualification ofwine is one of the top three wlne grape producing countries and national agricultural demonstration area of Viticulture·There are SUperior vinifera producing bases of 150,000 acres,68 manufacturing enterprises。f wine in Penglai with a capaclty of over 150,000 tons ofwine per year,which has e amainstav 1ndustry of Penglai·However,with the rating of worId petitors into the Chinese market and the booming of its inland counterparts,the deVelopment of Penglai wine industry has faced unprecedented challenges·The problems like low brand awareness of Penglai as aproducing area,weak petitiveness ofthe enterDrises andtheunbalanced development ofthewine enterprises,have hindered the development of Penglai wine industry. rhis thesis an叭yses the opportunities and difficuIties of Penglai wlne 1ndustry by inVestigating the CUrrent condition and trend ofwine industry deVelopment at home and abroad: it probes the developing adVantages and constraints of Penglai wine indu