100行业观察2024.1中外葡萄与葡萄酒SINO-OVERSEASGRAPEVINE&WINE进口葡萄酒在中国市场的分销渠道演进唐文龙1，火兴三2*，肖永杰3，盛建刚4（1.山东工商学院管理学院，山东烟台264005；2.中国酒业协会葡萄酒分会，北京100831；3.烟台张裕葡萄酿酒股份有限公司先锋酒业，山东烟台264000；4.烟台市投资促进中心，山东烟台264000）摘要：1992—2022年，进口葡萄酒在中国市场的分销渠道演进大致经历了3个典型阶段：由外资型贸易商在部分一线城市发挥主导作用、国内酒类流通大商深入参与并推动渠道全国化和各类大中小型运营商建设线上、线下复合型渠道。文章以国内营商环境改善与优化、民众消费逐步升级为背景，分析进口葡萄酒分销商这一市场主体在此过程中的组成结构与变换逻辑，并探讨在特定市场发展阶段下各市场主体采用不同分销模式的商业动机、运营思路及其对市场竞争格局、行业发展走向所产生的一系列持续性影响。关键词：寄售；进口许可证；配额；国内分销权；对外贸易权；供应链管理中图分类号：TS262.61文献标志码：ADOI：10.13414/j.cnki.zwpp.2024.01.013EvolutionofDistributionChannelsofImportedWineinChinaMarketTANGWenlong1,HUOXingsan2*,XIAOYongjie3,SHENGJiangang4（1.SchoolofBusinessAdministration,ShandongInstituteofBusinessandTechnology,Yantai264005,China;2.WineBranch,ChinaAlcoholicDrinksAssociation,Beijing100831,China;3.PioneerInternational,YantaiChangyuWineCo.,Ltd.,Yantai264000,China;4.YantaiInvestmentDevelopmentBoard,Yantai264000,China)Abstract:From1992to2022,thedistributionchannelevolutionofimportedwineinChinamarketroughlywentthroughthreetypicalstages:foreigntradersplayedaleadingroleinsomefirst-tiercities,leadingdomesticwinedistributorsdeeplyparticipatedinandpromotedthenationalizationofchannels,andvariousonlineandofflineoperatorsjointlybuiltcompositechannels.Basedontheimprovementandoptimizationofdomesticbusinessenvironmentandthegradualupgradingofpeople'sconsumption,thecompositionstructureandtransformationlogicofimportedwinedistributorsinthisprocesswasanalyzed,andthebusinessmotivesandoperationideasofdifferentdistributionmodelsadoptedbyvariousmarketentitiesinaspecificmarketdevelopmentstage,aswellasaseriesoflastingeffectsonthemarketcomp...
