摘要
葡萄酒赛事活动是评价葡萄酒产品等级、提升参赛企业葡萄酒品牌影响力的重要途径。当前葡萄酒赛事活动不断增加,企业参与葡萄酒赛事活动的积极性增加,然而葡萄酒赛事活动如何影响企业品牌营销仍然有待深入研究。基于对葡萄酒赛事活动类型、特征的梳理,以新疆产区葡萄酒企业为研究对象,统计葡萄酒企业参与各种类型赛事活动的表现,分析葡萄酒企业在赛事活动中的成长轨迹。结果表明:当前葡萄酒赛事活动数量、质量水平处于上升阶段,专业赛事的影响力不断增加;新疆产区葡萄酒企业的赛事获奖表现处于上升状态,但预测结果显示获奖数量增速有放缓趋势。提出以下建议:首先要提升葡萄酒赛事活动的影响力,既要规范化举办,又要大众化参与;其次葡萄酒赛事活动应当各有侧重,形成促进行业发展的赛事品牌体系;最后葡萄酒企业应当精准定位赛事活动,实现企业葡萄酒品牌与葡萄酒赛事品牌的有机融合,从而实现整体品牌影响力的提升。
Wine competitions are crucial for evaluating wine quality and enhancing the brand influence of participating enterprises.Currently,the number of wine competitions is increasing,and enterprises are showing greater enthusiasm for participation.However,the impact of these competitions on corporate brand marketing remains underexplored.This study categorizes and analyzes the characteristics of wine competitions,focusing on wine enterprises in the Xinjiang region.It statistically examines the performance of these enterprises in various competitions and investigates their growth trajectories.The findings indicate that both the number and quality of wine competitions are improving,with the influence of professional competitions growing.The performance of Xinjiang wine enterprises in these competitions is also improving,although the growth rate of awards is predicted to slow.The study recommends enhancing the influence of wine competitions through standardized organization and broad participation,creating a brand system for competitions that fosters industry development,and encouraging wine enterprises to strategically participate in competitions to achieve a seamless integration of their brands with competition brands,thereby enhancing overall brand influence.
作者
杨文光
陈晓晨
李妍
姜锡明
Yang Wenguang;Chen Xiaochen;Li Yan;Jiang Ximing(Xinjiang College of Science and Technology,Korla 841000)
出处
《中国果树》
2025年第9期136-143,共8页
China Fruits
基金
新疆维吾尔自治区自然科学基金项目(2022D01A60)
新疆维吾尔自治区高校科研项目(XJEDU2024P095)。
关键词
葡萄酒赛事
品牌体系
新疆产区
成长轨迹
wine competition
brand system
Xinjiang production area
growth trajectory
作者简介
杨文光,E-mail:1178162158@qq.com;通信作者:姜锡明,E-mail:y126520155@163.com。
