摘 要:随着中国经济的发展，国民消费水平的提高，中国消费者对葡萄酒的需求也日益增加，然而国产葡萄酒的品质难以满足日益增长的消费者需求，购买进口葡萄酒也就成为了一种重要选择。潜在的进口需求吸引了更多葡萄酒外贸与外资的进入。从2008年至今，中国进口红酒市场的销售异常火爆，特别是以拉菲、玛歌、奥比昂等为代表法国几大庄园酒庄葡萄酒销量与价格一路飞涨。然而，目前中国葡萄酒进口贸易现状却依然不容乐观，存在着诸多问题：进口葡萄酒价格远远高于其离岸价，价格关系扭曲；大量进口红酒以次充好，或者采取“假进口”、公海灌装等方式进口至我国国内，尤其是大量假拉菲的出现，严重侵犯中国消费者的权益。本文通过“钻石”模型对比分析中法葡萄酒行业竞争力得出进口葡萄酒在国内发展的原因和中国相关行业存在的问题来提出相应解决中国国产葡萄酒的进口替代难的问题。同时，通过信息不对称理论解释由于厂商与消费者所掌握的信息的不对称，以及政府、行业协会对于使交易双方信息量平衡的机制的缺失，导致市场上乱象频生，消费者权益受到极大侵害。最后，本文使用进口替代和规范进口的方法，从企业、消费者、政府、行业协会四大方面对于加强中国国产葡萄酒竞争力以及规范进口提出了相应对策。
关键词：葡萄酒；进口贸易；钻石模型；信息不对称
ABSTRACT:With the development of Chinese economy, the national consumption level increases, consumer demand for wine in China is also increasing, however, domestic wine quality is difficult to meet the increasing consumer demand, purchase imported wine also has become an important choice. Potential demand for imports has attracted more foreign trade and foreign investment into the wine. Since 2008, the Chinese imported wine market sales unusually hot, especially in Lafite and Margaux, Haut-Brion France represented several big manor wine sales and prices soaring. However, the Chinese wine import trade situation is still not optimistic, there are many problems: the imported wine well above its fob price, price distortion relationship; A large number of imported red wine shoddy, or take the "fake imports", such as high filling way to import to our country home, especially the emergence of a large number of fake Lafite, serious infringement of the rights and interests of Chinese consumers. In this paper, through the "diamond" model analysis method in the wine industry competitiveness and found the cause of development of the imported wine in the domestic and problems existing in the related industry in China to put forward the corresponding solution to China's domestic wine import substitution of difficult problems. At the same time, through the information asymmetry theory to explain due to manufacturers and consumers have the asymmetry of information, as well as the government, industry associations for the balance of trade both sides information is missing, the mechanism of frequency caused chaos on the market, consumer rights have been violated. Finally, this article adopt the import substitution and import specification method, from the enterprise, customers, government, industry association four aspects to strengthen China's domestic wine and imported specification put forward the corresponding countermeasures
Keywords: Wine; Import; Diamond model; Information asymmetry theory
