果酒行业的发展研究[总结].doc

果酒行业发展研究 On the Development of Fruit Wine 作者：刘洪福 单位：深圳双保良投资有限公司 日期：2008年5月9日 内容摘要 果酒在中国有2000多年悠久的历史，然而发展缓慢甚至一度出现倒退的现象，直到现在也没有完全被广大消费者所熟知，排在白酒、啤酒、葡萄酒和黄酒之后，仅是中国酒类中一个非常小的品种。目前，在世界上虽然果酒占饮料酒的比例为15—20％， 而在中国果酒只占饮料酒的1％不到。我国果酒的人均年消费量为0.2—0.3升，而世界人均年消费量为6升，彼此之间相差甚远，但同时说明我国果酒市场有潜力可挖。随着人们健康意识的加强，果酒正以其低酒度、高营养、好口感的特点而越来越被众多消费者认同和接受。 在国家酒类宏观政策基础上，一些果酒企业整合自身的优势，生产出一些具有代表性的果酒，在国内外市场中形成良好的反响，培养了一些忠诚的消费者。但在中国果酒快速发展的同时，也出现了许多问题，在认识果酒方面还存在很多误区。因此本文针对中国果酒市场的情况，提出一些参考性的建议。相信中国的果酒企业能够健康成长，做大做强，果酒行业必将成为中国酒类中的一朵奇葩。 关键词：果酒；行业标准；市场定位；荔枝酒 Abstract Despite having a 2,000-year history of fruit wine, China still lags far behind in the global development of it. At present, it has been small market proportion while distilled spirit, beer, and wine are far more recognized by customers. The market share of fruit wine in the world is about 15 to 20%, but in China, this is less than 1%; while the annual per-capita consumption in the world is 6 liters but that of Chinese is 0.2to 0.3 liters. However, that situation also proves the promising market of fruit wine in China. With the popularizing of health life, it has been gradually recognized because of its unique characteristics of low alcohol containing, high nourishment, as well as good taste. In recent years, some fruit wine enterprises who can produce specialties have obtained certain overseas market share, with the push of the government as well as their own advantages. Meanwhile, some problems appeared in quick development, in particular, their understanding of fruit wine. Therefore, this paper studies on these problems in the development of fruit wine, in the hope of being help to Chinese wine enterprises be strong in international market. Key words: fruit wine; industry standard; litchi wine; market positioning 目 录 TOC \o 1-2 \h \z \u HYPERLINK \l _Toc164342566 一、果酒行业市场潜力巨大5 HYPERLINK \l _Toc164342567 （一） 果酒的分类及其特点5 HYPERLINK \l _Toc164342568 （二） 果酒原料资源丰富6 （三） HYPERLINK \l _Toc164342569 我国果酒行业现状分析7 HYPERLINK \l _Toc164342570 二、果酒业的机遇与