【摘要】 中国白酒消费升级的基本特征是从功能性消费转向文化消费。与此同时,大数据、虚拟现实、区块链和移动互联网等ICT技术客观上促进了白酒文化的文化意象、场景和符号的创造、传播和体验,这使得白酒产业发展战略在保证产品质量的前提下应当更加注重酒文化的重要作用。尽管白酒文化研究呈现上升趋势,但主要集中于酒文化本身和企业层面的酒文化策略分析,缺乏从白酒产业层面的战略协同分析。针对这一研究现状,本研究试图基于消费者文化消费的动机,应用消费者行为理论和新结构经济学理论,从酒文化视角给出一个白酒产业协同发展战略的理论分析框架,并应用该框架为四川白酒产业协同发展给出相应的政策建议。更具体地,在理论上,为分析企业酒文化战略与白酒产业文化战略协同策略之间的关系,不仅从企业层面构建了一个基于酒文化的"心-物匹配"战略定位(即酒企业利用自己的酒文化资源来唤醒消费者的文化意识,从而匹配消费者的文化需求)和"心-物互动"战略实施(即通过构建与消费者互动的传播渠道来形成和增强消费者对"企业产品和品牌所依赖的文化资源属性能够满足其特定文化需要"的信念,并通过设计相应的文化场景来激发消费者的积极情感体验)的决策分析框架,而且从产业层面提出了一个"文化基础设施+企业行为协调"的产业协同政策(即政府一方面提供充足的酒文化基础设施建设,另一方面协调酒企业之间的竞争行为,以克服酒文化公共品的"私人提供不足和私人使用中的囚徒困境"这一双重难题)分析框架。在应用上,基于理论分析框架,结合四川白酒产业发展的现实情况,为政府提供了相应的产业协同发展战略对策:(1)构建整体的酒文化形象;(2)构建酒文化的雁队型企业(品牌)承载体系;(3)构建体验型线上线下协调的酒文化传播渠道体系;(4)构建酒文化建设的基础性支撑体系。综合起来,从酒文化视角为白酒产业协同战略提供了一个具有可操作性的分析框架,也指出其应用条件是白酒产品的高品质。更多还原

【Abstract】 A fundamental characteristic of the upgrading of Chinese Baijiu consumption is that people switch from functional consumption to cultural consumption. Meanwhile, ICT technologies including big data,virtual reality, blockchain and mobile Internet improve actually the creation, communication and experience of Baijiu’s cultural images, scenes and signs. Under the prerequisite of guaranteeing the superior quality of Baijiu products, both consumption upgrading and ICT technologies make the development strategy of the Baijiu industry emphasize more the role of the Baijiu culture in the success of this industry. Although research on Baijiu culture is increasing, the research concentrates mainly on Baijiu culture itself and enterprises’ Baijiu culture-related strategies, but lacks analysis on strategic synergization at the industry level. Focusing on the research status quo and based on the cultural motives of consumption, this paper tries to employ the theory of consumer behavior and the new structural economics to build an analytic framework for figuring out synergic strategies for the development of Baijiu industry from a Baijiu culture perspective and applies the framework to Sichuan Baijiu industry to propose policy recommendations. More specifically, from a theoretical perspective,for the purpose of understanding the relationship between Baijiu-cultural strategies of enterprises and their industry-level synergization, this paper, on the one hand, proposes a decision-making framework for enterprises to position and implement their Baijiu-culture-based mind-matter matching and interacting strategies respectively. The position requires that Baijiu enterprises use their Baijiu-cultural resources to wake consumers’ cultural minds so as to match their cultural needs while the implementation highlights that enterprises build interactive communication channels for consumers to formulate and reinforce the beliefs on the ability of the attributes of enterprise’s cultural resources supporting their products/brands to satisfy consumers’ cultural needs. On the other hand, it provides an analytic framework to figure out industrial synergy policies that focus on the infrastructure construction for Baijiu culture and the coordination of enterprises’ behaviors in the industry. Such industrial synergy policies require governments to provide Baijiucultural infrastructure(to overcome the insufficiency of public good provision for the private) and coordinate enterprises’ competitive strategies(to solve the problem of the prisoner dilemma in the use of public goods).From a practical perspective, this paper applies the above theoretical frameworks to reveal the Baijiu-culturerelated weakness of Sichuan Baijiu industry and provides the corresponding strategic recommendations for governments’ to make policies to improve the strategic synergization in their Baijiu industries:(1) to build general images of their Baijiu cultures;(2) to build goose-fleet systems of enterprises(brands) to carry the cultural images;(3) to build communication channel systems of Baijiu cultures to improve consumers’ coordinated interactions between online and offline experiences;(4) to build basic supporting systems for Baijiu culture construction. To summarize, this paper provides an analytic and operational framework that is helpful to figure out synergic strategies for Baijiu industry development, but points out that the application of this framework has to be based on the superior quality of Baijiu products.更多还原