中国白酒企业竞争力指数报告（2020）
| 书 名： |
中国白酒企业竞争力指数报告（2020） |
| 英 文 名： |
ANNUAL REPORT ON CHINESE BAIJIU ENTERPRISE COMPETITIVENESS INDEX （2020）
|
| 作 者： |
杨宏恩 王东 辛士波 徐玲 王康 |
| I S B N： |
978-7-5201-7736-8 |
| 丛 书 名： |
白酒行业蓝皮书
订阅
|
| 关 键 词： |
白酒工业 企业竞争 竞争力 |
| 出版日期： |
2021-01-01 |
中文摘要
白酒是传承中华优秀文化的载体，同时也是大宗商品。白酒走出国门不仅能够带来巨大的经济利益，而且能够很好地传播中华文化。在中华民族伟大复兴的背景下，提高中华文化影响力和文化软实力进而实现文化自信已经成为国家战略。虽然孔子学院等传播中华文化的途径发挥了重要作用，但也越来越走入瓶颈，应该有更新更好的途径向世界宣扬中国文化，而白酒就是途径之一。但是从目前来看，中国白酒品牌还没有走向国际市场，与此同时，很多的西方蒸馏酒如人头马、XO等的国际市场占有率都很高。另外，很多洋酒品牌涌入中国，给中国的白酒品牌造成了冲击。因此，中国白酒行业需要一个基于大数据的综合竞争力指数的指导，引导中国白酒企业通过不同途径提高自身竞争力进而提升整体行业竞争力。在全球化的大背景下，白酒更容易被世界人民了解，从而成为世界各国了解中国的窗口。白酒在国外的发展潜力巨大，我们可以向世界讲好中国白酒的文化故事，向世界介绍中国白酒标准，通过提升中国白酒的品牌价值，合力将中国白酒打造成中西方文化交流的“中国名片”。从国家的角度来说，中国白酒企业竞争力指数的编制，有助于中国白酒产品更加有信心地走上国际市场，通过自身竞争力去赢得国际市场认可。
本书以中国白酒企业竞争力指数编制及分析为主线，在介绍中国白酒企业竞争力指数编制的背景、意义与编制方法的基础上，给出中国白酒企业竞争力指数计算结果与200强企业排名，中国白酒企业竞争力分类指标（6类）计算结果与100强企业排名，中国白酒企业10强、20强和50强的特征分析。在此基础上，以中国白酒行业发展过程中遇到的诸多问题为主线，分析了中国白酒行业发展的历史变迁与新趋势，讨论了中国白酒行业的国际竞争力。面对2020年新冠肺炎疫情的暴发，本书分析了新冠肺炎疫情背景下白酒行业的供需变化特征及应对策略、新形势下中国白酒行业营销手段的新趋势、中国白酒行业人才队伍的现状与问题，以及中国白酒企业管理中存在的诸多问题。本书还在对2019年度白酒市场销售动态及原因进行分析的基础上，从如何在新冠肺炎疫情背景下成为逆流而上的优秀白酒企业、如何瞄准国际市场大胆成功“走出去”、如何在新环境下进行企业并购整合、如何践行白酒企业的社会责任、如何通过文化创新焕发白酒企业的生命力五个维度给出企业案例研究。最后以当前中国白酒企业名录为主线，给出中国白酒企业最多的贵州省、四川省、安徽省、山东省和河南省省内竞争力排名前50名的白酒企业。
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