CAJ | 학술논문

结合中国白酒之都宜宾、世界葡萄酒中心法国波尔多、世界著名葡萄酒产区意大利蒙特普齐亚诺三地。通过对比分析，总结出波尔多的品牌发展模式，蒙特普齐亚诺的代工模式。宜宾酒业发展具有两种模式的特征，是两种模式的共存，但出现了两层皮现象。建议宜宾酒业从全球酒类市场着眼，定位自身在世界酒类市场中的地位和作用，明确自己的压力所在和动力源泉。把建设世界酒类产品集散中心和中国白酒营销中心作为宜宾酒业发展的目标，防止宜宾成为世界顶级白酒的代工基地，加速宜宾酒业国际化进程。深刻研究国际酒类市场的特点，创新驱动五粮液的国际化进程。
결합중국백주지도의빈、세계포도주중심법국파이다、세계저명포도주산구의대리몽특보제아낙삼지。통과대비분석，총결출파이다적품패발전모식，몽특보제아낙적대공모식。의빈주업발전구유량충모식적특정，시량충모식적공존，단출현료량층피현상。건의의빈주업종전구주류시장착안，정위자신재세계주류시장중적지위화작용，명학자기적압력소재화동력원천。파건설세계주류산품집산중심화중국백주영소중심작위의빈주업발전적목표，방지의빈성위세계정급백주적대공기지，가속의빈주업국제화진정。심각연구국제주류시장적특점，창신구동오량액적국제화진정。
In this paper, Yibin (Chinese liquor capital), Bordeaux in France (grape wine center in the world) and Montepulciano in Italy (famous grape wine producing area in the world) were investigated. Bordeaux is featured by its brand development model, Montepulciano is featured by its OEM development model, however, Yibin has both the features of the two development models which confuses Yibin's accurate positioning. The authors here suggested that, Yibin should understand clearly its role and its functions in the world, Yibin's goal is to build alcoholic beverage dis-tribution center in the world and the marketing center of Chinese Baijiu (liquor), Yibin should avoid becoming the world's top liquor OEM base, Yibin should accelerate the process of internationalization, and promote the internationalization of its typical representative-Wuliangye through deep research on international wine market characteristics.