当人们提高消费水平和生活方式的改变，葡萄酒已经成为了朝阳产业增长最快的食品工业。中国的葡萄酒生产，发展和消费需求的扩大，吸引了国际资本和大量葡萄酒企业进入中国市场，其结果是，中国的葡萄酒市场日趋激烈。作为亚洲{wy}的“国际葡萄葡萄酒城”和在烟台，组织葡萄与葡萄酒组织观察员如何培养高质量的葡萄，葡萄酒的种植业，提高“烟台葡萄酒”的品牌价值，迫切需要加以解决。

1，烟台葡萄酒产业的发展

烟台是中国葡萄酒工业的发祥地。 1892年，章逼视先生从西方引进的优良葡萄品种和葡萄酒的生产机械化模式，建立和烟台的葡萄园和葡萄酒公司（张裕），中国开始了工业生产的葡萄酒的新时代。 110年来，烟台葡萄酒业的繁荣和衰退，新兴替代。如今，烟台，中国已成为主要生产优质葡萄的地区正成为世界七大葡萄海岸的一个已知的，对超过百分之48的国家葡萄酒生产葡萄酒生产帐户，成为中国{zd0}的工业基地，葡萄酒，以张裕为代表由“烟台”葡萄酒产品的海外市场的成功，成为国内葡萄酒品牌的欧洲市场。

烟台葡萄酒产业呈现出良好的发展势头。具体来说：

{dy}葡萄酒行业已经具备一定规模。截至2006年底，烟台市葡萄种植面积已达到15万亩，葡萄酒生产商超过150个跨越12个县和城市地区的家庭。其中，张裕，中粮长城，威龙为代表的葡萄酒业邻居，张裕瓶，丽鹏包装，郗哩桦软木制作服务，让企业蓬勃发展集团，形成葡萄种植，葡萄酒生产和加工服务为基础的工业链。一年一度的葡萄和葡萄酒生产总值达到1000.00亿元，烟台占国民生产总值的4％，烟台市已成为六个产业集群之一。

第二葡萄酒生产量正在上升。截至2006年底，烟台葡萄酒产量达到一千九百七十六点零零万升，为全球产量的0.5，为48个国家输出，全省90％的生产占占占，葡萄酒产业已成为烟台市食品行业的一五强产业。

三个葡萄酒业的销售额继续增长。截至2006年底，烟台葡萄酒生产规模以上企业实现销售收入70.37亿元，180200.0万，利税，利润十亿二千七百万元，分别元的收入，占全国葡萄酒行业销售额54.33％，60.73％和75.90 ％。烟台

4葡萄酒是众所周知的上升。烟台张裕已价，长城和其他国家，省食品工业品牌数量，并成功地在国内和国外市场，“葡萄酒，烟台”吸引了全世界的关注。 1987年，由国际局烟台市酿酒葡萄被正式命名为国际葡萄葡萄酒“城市”，于1989年，国家葡萄酒质量监督检验中心设立在烟台成立，由国家质量监督检疫总局2002年批准，烟台葡萄酒的原始产品原产地保护，2006年，国际葡萄葡萄酒批准烟台作为观察员组织的恢复。

二，烟台葡萄酒产业的发展优势和劣势分析

烟台葡萄酒产业的优势在于：

{dy}，葡萄种植的优势。烟台地理纬度，土壤，光，湿度非常适合种植葡萄，葡萄是众所周知的中国的高品质区域经济增长;烟台市土地资源丰富，有较多的葡萄种植农场和土地复垦，植物适合规模较大的空间扩大;出口482.12有葡萄历史悠久，经验丰富的植物果实，而且还具有葡萄种植的积极性。

两个xxxx集中。目前，烟台张裕烟台市已经发展成为{lx1}的葡萄酒生产集团，拥有张裕的企业和品牌产品中，葡萄酒业“的”产业群初步形成，一些其他品牌的高度集中产业。

有三个优势，扩大产业链。烟台发展葡萄酒产业发展的比较完整的产业或行业生产所需的服务，特别是瓶，缪斯，瓶盖，包装，印刷和其他行业的支持强大的生产能力。葡萄种植和葡萄酒酿造企业生产他们共同构成了工业发展的基本框架，即葡萄种植和植物（基地） -购置和高品质的葡萄（原材料供应商） -葡萄酒（葡萄酒生产商筛选） -葡萄酒包装（生产服务业务） -葡萄酒的销售（代理商及推广），如多元化，一体化，三产业尺寸链。

尝试四是消费需求的优势。随着生活在东部沿海和西部地区的快速发展水平的提高，人们的消费水平不断提高，具有重大生活方式的改变，葡萄酒文化的逐渐了解和接受，葡萄酒消费需求逐步升级。同时，文化旅游，观光，度假烟台葡萄酒特色悄然兴起，扩大了烟台葡萄酒的品牌效应，极大地尝试了烟台葡萄酒消费的增长空间。

有5只基金，产业集聚优势。烟xx特的气候条件，地理环境和葡萄酒业的历史和能力，吸引国内外客商投资，目前已收集的国内中粮集团，天津王朝，安徽古井，北京金六福，新疆新天国际，浙江红鹰和其他xx企业和法国，意大利，美国，加拿大，荷兰，菲律宾，香港等9个国家或地区的商人，外国投资已超过200.0亿元，产业集聚优势。

在同一时间，在烟台葡萄酒产业的发展，有：许多缺陷

{dy}，葡萄种植和葡萄苗木基地建设将改善。杂交种苗退化烟台葡萄品种，质量不高;在松散和农民{wy}的xx植物，常见的葡萄生产和相对较小的高品质葡萄的比例依赖;优质葡萄栽培慢R＆D管理葡萄基地，影响了葡萄种植和葡萄酒酿造的高品质。最严重的是，上述问题的存在并没有引起足够的重视生产酿造公司。

二是葡萄酒生产企业产业结构调整。烟台市150多户酿酒生产企业，规模以上企业仅占11.4％，100万元以下的企业为百分之64.2，小型企业占注册资本的比例过大账户，小中的份额规模企业。小企业的大量低水平的长期地位，其生产水平，管理工具，酿造技术，企业文化，还有待改善。三个葡萄酒

产品同质化的问题。一些葡萄种植和葡萄酒企业制造工厂，技术水平低，特色不明显，差异并不显着，均质的葡萄和葡萄酒的个性发展的素质受到严重影响。

四个不强的葡萄酒文化。烟台市还没有充分利用“国际葡萄葡萄酒城用好”的城市品牌，广泛的传播酒文化。同时，葡萄和葡萄酒专业教育机构及培训部门还有待建立。

五顷葡萄酒市场调节需要加强。随着市场竞争的加剧，葡萄酒生产的假冒伪劣，使烟台葡萄酒的声誉的现象出现了噪音出现，市场秩序规范和监管需要加强。

3，烟台葡萄酒产业发展战略分析

2005年，烟台市政府成立了“到2010年，全市葡萄及葡萄酒业实现160亿元销售收入，平均每年增长23％的”增加葡萄酒业的发展目标。同时，建立了xx的“烟台葡萄酒”区域优势，培养高品质的葡萄苗木，加强葡萄基地，加快酿酒企业发展，提高葡萄酒行业专业配套做的好葡萄酒旅游，葡萄酒文化，加速发展，烟台三蔓延立体葡萄酒业。

与葡萄酒产业的发展目标和发展的思想适应，烟台葡萄酒行业必须有一个行之有效的措施。

{dy}，加强和引导扶持，做好葡萄种植做好为全国中心，烟台市建设以葡萄种植和葡萄苗木种植基地。

首先，政府统一规划，种植葡萄的土地，并鼓励荒山，坡葡萄种植专业园区开发利用，探索葡萄种植，生产，旅游，综合发展的道路，形成了烟台市葡萄种植基地的特点。

其次，基地建设，调整农业结构，增加农民收入。加快张裕公司（蓬莱）万亩葡萄种植基地建设，基地建设的大型企业发挥了模范带头作用，规模，到蓬莱的基础基地，并逐步向招远，龙口，栖霞等区域发展，积极探索海阳山区产业的葡萄种植的可行性，以改变当地的农业结构，增加农民收入。

再次，在葡萄栽培的研究和开发中心和农业葡萄专业协会成立。研发中心，开发和引进新品种的葡萄，有优势的病毒无繁殖物种，科研和新方法种植的葡萄;植物发挥中介作用，在协会的发展，组织探讨机械化农民，提高葡萄生产效率和行为规范的葡萄生产和管理，提高葡萄生产的质量。

{zh1}，当主管当局还应种植和收获葡萄的农业合作协会的葡萄种植和葡萄酒生产企业，发出指引，葡萄的市场价格，以保护发展葡萄种植的可持续性保护农民的积极性。

其次，创新和发展各种机制，以促进产业升级，建立在烟台葡萄酒品牌。

首先，完善机制，生产投入，提高葡萄酒产业的投入，扩大第二产业规模。烟台葡萄酒业实施为契机，对企业集团的重点企业发展的扩张力量，来大力培育xxxx的市场准入制度，并作为两岸形成的产权联系国，区域，跨部门，跨所有制的大型企业集团，领导了葡萄酒产业的整体发展。

第二，充分利用合作机制，并采取开放式的发展道路。建立工业发展的良好环境，用好，和生物资源的优势，地理标志的使用，积极引进国内外xx葡萄酒企业和营销公司，投资于在烟台的生产，加工基地建设企业，引导支持将园区发展的项目，以提高园区产出率，产出率和单位面积利润率的重点。

再次，建立一种机制来连接的利益，积极推进企业和基地的对接探索建立风险基金和葡萄产业保险体系中，“企业+合作组织+农户”的利益共同体的形成，大胆和葡萄产业链的延伸。

{zh1}，一个健全的研发和新产品的推广机制。烟台市综合研究符合葡萄的产量互补技术的实际质量，特别是在品种，反区域化，霜冻，根系受损，如低，收益公园改造，重点突破的技术，科学和技术的使用记者机制，选定的科学和技术联络员的葡萄产业重点县，为当地企业和农民提供技术信息，生产和市场服务的整个葡萄种植园，大力支持作为新品种，新技术企业为主体，新产品开发系统通过特殊产品，特殊工艺的研发，xxxx，加快培育和建设实力烟台葡萄酒品牌，增强竞争力，扩大和产业升级。此外，外国居民也都进入消费习惯，消费水平，在市场细分的科学和技术推广为基础，以加速寻找不同消费群体，高，中，低端葡萄酒，形成了发展步伐广泛的一两个“烟台特色”的葡萄酒类型。

第三，完善政府监管，行业管理，监督部门，企业自律，宏观管理的葡萄酒产业的健康发展体系，创造良好的宏观环境。

{dy}，要严格执行国家颁布了一系列的葡萄酒行业有关的法律，法规和市场准入制度，在整体规划植物葡萄和葡萄酒生产，预防和制止盲目政府主管部门，扶贫项目准备就绪实施，避免低水平重复建设和同行业的恶性竞争。

其次，葡萄酒发挥专业协会的中介作用，协会协助政府宏观指导和规划工作，例如，协助生产标准，规范和其他商品价格的发展，引导市场参与者遵守规则，加强对绩效的意识，保护市场主体利益，促进行业的健康发展。

再次，葡萄合作社协会还要质检，工商，经济，贸易和其他有关部门，采取国家葡萄与葡萄酒检测中心的功能充分利用，将受到强制检验和考试合格分数组合手段，促进QS认证和绿色认证项目，这样的产品，在保护工作做好地理来源的执行情况。

{zh1}，统一思想，集中做大做强“国际葡萄葡萄酒城”工作，对葡萄酒业的发展，积极创造条件，烟台已成为名副其实的“国际葡萄葡萄酒城”。

第四，建立一个葡萄酒文化，加快开放的对外开放，促进烟台葡萄酒业的国际化。

首先，我们利用亚洲{wy}的“国际葡萄葡萄酒城”的城市品牌规划，逐步充分利用分步规划，推广计划，旨在形成一个强大的葡萄酒文化。重要的城市地区，醒目展示烟台“国际葡萄葡萄酒城”的迹象，以增加房地产葡萄酒，葡萄，葡萄长廊景点，向“百年工业文化的历史”，探索文化，规划和广泛的显示器建设广场后，张裕葡萄酒或葡萄与葡萄酒博览会，正式命名为定期举办交易会和“烟台国际葡萄酒节”，扩大“国际葡萄葡萄酒城”的品牌效应。

第二，加快与国际市场接轨，引导企业熟悉和利用国际贸易规则，按照国际动植物卫生质量标准和国际市场需求，葡萄种植和葡萄酒生产标准化的引进;做生意好，产业，区域对接，专业的投资集团联合组成，有针对性的世界葡萄种植和葡萄酒酿造业发达地区考察交流，建立了友好地区，友好城市，区域合作，建立合作在葡萄种植，葡萄酒酿造的发展，以及葡萄酒旅游业。

再次，在葡萄种植和葡萄酒学院成立的引进，为加快葡萄及葡萄酒产业的培养专业技术人员培训，并与国际葡萄栽培和葡萄酒教育和培训机构对接，生产交流技术的发展，葡萄酒文化的传播。

{zh1}，鼓励生产，流通，如葡萄和葡萄酒服务有关的企业，通过国际，文化国际化网络，标准，市场国际化等，国际化，参与国际市场竞争，增加产品的出口，一个国际品牌形象逐步建立。

Yantai Wine Industry Development Status and Analysis

As people improve the level of consumption and lifestyle changes, wine has become the fastest growing food industries in the sunrise industry. China’s wine production, development and expansion of consumer demand, attracted a lot of international capital and wine enterprises to enter the Chinese market, with the result that China’s wine market is becoming increasingly fierce. As Asia’s only “international grape wine city” and the OIV observer for the Organization of Yantai, how to cultivate high-quality grapes, the wine growing industry, and improve “Yantai wine” brand value, an urgent need to be addressed.

1, Yantai development of wine industry

Yantai is the birthplace of China’s wine industry. In 1892, Mr. Zhang Bishi from the West to introduce the fine grape varieties and wine mechanized modes of production, set up in Yantai and the vineyards and wine companies (Zhangyu), China began a new era of industrial production of wine. 110 years, Yantai wine industry prosperity and recession in the emerging alternative. Today, Yantai, China has become the main producing areas of quality grapes is known as one of the world’s seven major grape coast; wine production accounts for the national wine production for more than 48 percent, becoming China’s largest industrial base wine; to Zhangyu represented by “yantai” the success of wine products to overseas markets, to become the European market in the domestic wine brand.

Yantai wine industry has shown a good development trend. Specifically:

First wine industry has a certain size. As of the end of 2006, Yantai grape acreage has reached 15 million mu, wine producers more than 150 households across 12 counties and districts of the city. Among them, Zhangyu, COFCO Great Wall, Weilong represented by group of wine business neighbors, Zhangyu bottle, Lai Peng packaging, Chi Lihua cork production services which enterprise can flourish, and form a grape cultivation, wine production and processing of service-based industry chain. The annual grape and wine production value reached 100 billion yuan, accounting for Yantai GNP 4%, Yantai has become one of the six industry clusters.

Second Wine production capacity are rising. As of the end of 2006, Yantai wine production reached 19.76 million liters, accounting for 0.5 percent of global output, accounting for 48 percent of national output, accounting for 90% of the province’s production, wine industry has become Yantai food industry one of the five strong industry.

are three wine industry sales continued to grow. As of the end of 2006, Yantai wine production enterprises above designated size achieved sales income of 7.037 billion yuan, 1.802 billion yuan in profits and taxes, profit 1.027 billion yuan, respectively, the country’s total wine industry sales 54.33%, 60.73% and 75.90%. Yantai

four wines are well-known rising. Yantai Changyu Pioneer has, Valence, the Great Wall and a number of other national, provincial food industry brand, and successfully at home and abroad to market, “wine, yantai” has attracted worldwide attention. In 1987, Yantai wine grapes by the International Bureau was formally named as the “city of the international grape wine”; in 1989, National Wine Quality Supervision and Testing Center to set up in Yantai; in 2002 by the National Quality Supervision and Quarantine Administration approval, Yantai wine by the original Product origin protection; in 2006, the international grape wine approved the resumption of Yantai in the organization as observers.

Second, Yantai wine industry development analysis of the advantages and disadvantages

Yantai wine industry has the advantage:

First, the advantages of grape plant. Yantai geographical latitude, soil, light, humidity is very suitable for growing grapes, the grapes are well-known Chinese growth of high-quality region; Yantai land rich in resources, there is much more suitable for grape growing farms and land reclamation, plant size has a larger expansion of space ; Yantai plant has a long history of grape, fruit plant experienced, but also has the enthusiasm of grape plant.

two leading enterprises are concentrated. At present, Yantai in Yantai Changyu Pioneer has developed as the leading wine producer groups, and a number of other brands owned Zhangyu enterprises and brand-name products, the initial formation of the wine industry’s “industrial clusters”, have a high degree of concentration of industries.

are three advantages to expand the industrial chain. Yantai development of wine industry development services required for the production of relatively complete industry or sector, in particular bottle, Muse, caps, packaging, printing and other industries supporting a strong production capacity. Them with grape cultivation and production of brewing wine enterprises together constitute the basic framework of industrial development, that is, grape cultivation and plant (base) - the acquisition and screening of high-quality grapes (raw material suppliers) - Winery (wine producers) - Wine packaging (production services business) - wine sales (agents and promoters), such as pluralism, integration, three-dimensional chain of the industry.

try for the four are the advantages of consumer demand. With the improvement of living standards in eastern coastal and western areas of rapid development, people’s consumption has improved continuously, have a significant lifestyle change, a gradual understanding of wine culture and accept, wine consumer demand gradually upgrade. At the same time, Yantai wine characteristics of cultural tourism, sightseeing, holiday quietly rising, magnified the effect of Yantai wine brand, greatly try for the Yantai wine consumption growth in space.

are five funds, industrial agglomeration advantages. Yantai unique climatic conditions, geographical environment and the wine industry’s history and capability to attract customers at home and abroad have invest now gather domestic COFCO, Tianjin Dynasty, Anhui Furui, Beijing金六福, Xinjiang Suntime International , Zhejiang Red Eagle and other well-known enterprises and France, Italy, the United States, Canada, the Netherlands, the Philippines, Hong Kong, and other nine countries or regions of the merchants, and foreign investment has reached more than 20 billion yuan, industry agglomeration advantages.

At the same time, Yantai in the wine industry development, there are many deficiencies:

First, grape cultivation and grape nursery stock base construction to be improve. Yantai grape varieties of hybrid seedlings degradation, the quality is not high; grape base in the management of loose and farmers rely on only natural plant, common grape production, and relatively small proportion of high-quality grapes; quality grape cultivation slower R & D, the impact of grape growing and winemaking of the high quality. The most serious is that the existence of the above problems did not cause the production of enough importance to brewing companies.

II production enterprises are wine industry structure to be adjusted. Yantai, more than 150 households brewing wine production enterprises, above-scale enterprises account for only 11.4% registered capital of one million yuan the following enterprises accounted for 64.2 percent, the proportion of small businesses is too large, the share of small medium-sized enterprises. A large number of small businesses at a low level long-term status, and its production level, management tools, brewing technology, enterprise and culture, have yet to be improve. Three wines are

Products homogenization problems. Some enterprises in the grape cultivation and wine-making plant, the low level of technology, features not obvious, difference is not prominent, homogenization serious impact on grape and wine quality of the development of personality.

four are not strong wine culture. Yantai is also not fully make good use of “international grape wine city” the city brand, widely spread wine culture. At the same time, the grape and wine professional educational institutions and training departments have yet to be established.

five are wine market regulation needs to be strengthened. As market competition intensifies, wine production emerged in the phenomenon of fake and shoddy, so Yantai wine reputation emerged in the noise, the market order regulation and supervision needs to be strengthened.

three, Yantai Wine Industry Development Strategy Analysis

2005, the Yantai municipal government established a “By 2010, the city’s grape and wine industry achieved sales revenues of 16 billion yuan, with an average annual an increase of 23% “of the wine industry development goals. At the same time, established a prominent “Yantai wine” regional advantage and foster high-quality grape seedlings to enhance grape base, speeding up the wine-making enterprise development, improve the matching of wine industry professionals to do a good job of grape wine tourism, wine culture to accelerate the spread of three-dimensional wine industry in Yantai of development.

and wine industry development goals and the development of ideas to adapt, Yantai wine industry must have a well-established measures.

First, strengthen and guide support, do a good job in grape cultivation, the Yantai-building into a national center to cultivate grapes and grape nursery stock plant bases.

First, the Government unified planning to plant grape land, and encouraging the use of barren mountains, slope development of grape plant professional park, explore the grape cultivation, production, tourism, integrated development of roads, forming Yantai plant base grape characteristics .

Secondly, the base building and adjust the agricultural structure, increasing the income of the farmers together. Speed up the Zhangyu Corporation (Penglai) mu grape planting base building, base construction of large enterprises to play a scale of exemplary and leading role; to Penglaizhen foundation bases, and gradually to the Zhaoyuan, Longkou, Qixia, such as regional development, actively explore the Haiyang mountain industry the feasibility of grape plant, with a view to changing the local agricultural structure and increase their income.

again, the establishment of viticulture research and development centers and professional associations of agricultural grapes. R & D center to develop and introduce new varieties of grapes, there are advantages of virus-free breeding species, scientific research and development of new ways to plant grapes; plant play an intermediary role in associations, organizations explore the mechanized farmers, improve the efficiency of grape production and conduct standardized grape production and management , improve the quality of grape production.

Finally, when the competent authorities shall also plant and harvest grapes, the Cooperative Agricultural Association viticulture and wine production enterprises, issued guidance grape market prices to protect farmers enthusiasm for the grape plant sustainability of development protection.

Secondly, the innovation and development of mechanisms to promote industrial upgrading, to build brands in Yantai wine.

First of all, to perfect the mechanism of production inputs, increase the input of the wine industry, expanding the size of the secondary industry. Yantai wine industry to implement the market access system as an opportunity to rely on the strength of enterprise groups, expansion of the development of key enterprises, make great efforts to cultivate leading enterprises, and property rights as a link to the formation of cross-country, regional, cross-sectoral, cross-ownership of large enterprises Group, led the overall development of wine industry.

Secondly, the full use of cooperation mechanisms and take the open road of development. Create a favorable environment for industrial development, use well, and use of geographical indications of the advantages of living resources, and actively introducing domestic and foreign well-known wine business and marketing company, to invest in the construction of production base in Yantai, processing enterprises; guide the focus of supporting the project into the park development in order to improve Park unit area of production rate, production rate and profit rate.

once again, set up a mechanism to connect benefits to actively promote the business and the docking base to explore the set up risk funds and grape industry insurance system, the formation of “enterprise + Cooperation Organization + farmers” the interests of Community, the bold and the extension of grape industry chain.

Finally, a sound R & D and new product promotion mechanism. Yantai Integrated Research in line with the actual quality of the grape yield complementary technologies, especially in the regionalization of cultivated varieties, anti-frost, root damage, such as low-yield Park transformation to focus on breakthrough technologies; the use of science and technology correspondent mechanism, selected science and technology correspondent to the grape industry focus County, grape plant garden for local businesses and farmers and provide technical information, production and market the whole of services; strong support to enterprises as the mainstay of the new varieties, new techniques, new product development system, through special products, special process R & D, leading enterprises to accelerate the cultivation of strength and build Yantai wine brands and enhance their competitiveness, expansion and upgrading of industries. In addition, foreign residents also have to look into consumer habits, consumption level, in market segmentation, based on the promotion of science and technology to accelerate the pace of development for different consumer groups, high, medium and low-end wine, the formation of a broad range both “Yantai Characteristics” wine types.

Third, the perfection of government regulation, industry regulation, supervision departments, enterprises and self-disciplined macro-management system for the healthy development of wine industry to create a favorable macro environment.

First, strictly enforce the country has promulgated a series of wine industry-related laws, regulations and market access system, the Government department in charge of overall planning plant grapes and wine production, the prevention and suppression of blindly launched, poor projects ready for implementation, avoid low-level redundant construction and vicious competition in the same industry.

Secondly, wine exert the intermediary role of professional associations, the Association to …