Research On Modern China’s Wine Industry Development

China’s wine industry has a history of120years from1892when Changyu Wine Brewing Company was founded to2012. China’s wine industry has experienced three difficult periods:the periods of the wars before1949, the economic difficulty after1949and the10-year Great Cultural Revolution. Newly-born China’s wine industry has been surviving these hard times. From the reform and opening up to the outside world in the1980s to now, China’s wine industry has entered a period of its fast development with the rapid growth of China’s national economy. After a30-year rapid development, today its output and consumption have ranked the sixth place and the fifth place in the world respectively. Currently, in the world of wine culture, although China is one of the large wine producers in the world, China is not a powerful wine-producing country because China’s voice in the wine culture is still very weak. As an industry, the modern wine industry is introduced into China from western countries. Although today’s wine culture mainly refers to the western wine culture taking French wine culture as its chief source, China has a long history of using grape to brew wine. Due to the total negation of the wine culture, the primitive source or origin of the wine culture has been neglected and the essence and development orientation of the wine culture have not been revealed and established in modern China’s wine industry. From the perspective of industrialization, the systematic research on the development course of Modern China’s wine industry is done to rebuild the continuity of the history of China’s wine industry, to re-establish and discuss continuity of the historical knowledge and value framework of China’s wine industry, and to reexamine the development of China’s wine industry; this systematic research is done not for the history itself but for the future of China’s wine industry and the efforts to establish China’s wine industry culture; therefore, only from the perspective of historic consciousness, culture and politics can the positive, constructive and creative value of China’s wine industry be excavated out. From the perspective of its industrialized development, the systematic research on the history of Modern China’s wine industry is done to lay a foundation for studying the industrialized grape cultivation further, the development direction of the wine production technique and the centralized development of the wine industry, and for the future study on wine industry internationalization, which helps classify China’s wine industry into the system and framework of industrial economics, culture and policy for specialized research. With the wine industry chain as a horizontal axis and every link of about100-year modern wine industry chain as an ordinate axis, this study has mainly employed theories of history, industrial economics and culture to analyze the development course of modern wine industry and look into the future of the internationalized development of modern China’s wine industry. The focus and conclusion of this study are as follows:(1) The development history of China’s wine industry from its birth to present status is systematically analyzed to seek to establish the completeness of China’s wine industry development history through the research on the raw material cultivation, the wine production, the wine-making equipment, the distribution, the marketing, the path to its industrialization and its history of its development in the21st century.(2) The future internationalized prospect of China’s wine industry has been looked into after the development course of China’s wine industry is carefully studied in the light of its time and space. The consumption of wine in China will continue to increase rapidly for a long time; the wine culture will be established in China and China will become one of countries which export the wine in the world. In order to internationalize China’s wine industry, China wine industry will have to raise standards of the wine quality, focus its eyes upon the international market, actively participate in international competition, promote its competitiveness in the world wine market and gradually realize the internationalization of the wine industry.(3) The rapid increase in wine consumption on Chinese market has been attracting a large number of domestic and foreign Fortune Groups to invest in China’s wine industry. On the other hand, a large number of foreign investments and imported wine have not only brought the advanced technology and the management experience, but also challenged China’s wine industry on the other hand. Therefore, China’s wine industry has to improve the wine quality and the wine culture as soon as possible to promote its competitiveness on the world wine market and actively participate in the international competition so that the internationalized development of China’s wine industry can come true.(4) From the cultural and political perspective, because of the difference between Chinese culture and western culture, China’s wine culture cannot realize its modernization until it fights against the western wine culture. For there exists a great difference in the economic development models, the land system and the diet between China and western countries, once China’s wine industry accepts the western wine culture and its development models, the development of China’s wine industry will lose its own characteristic, which is equal to a loss of its popularity. If this happened, China’s wine industry would have no a good development future. Briefly, the path to the future development of China’s wine industry is to create a distinctive China’s wine culture through finding its own essence and having a will of displaying its own characteristic to the world; and the path to the future development of China’s wine industry is to study its own history systematically and theoretically. Only in this way can China’s wine industry develop successfully and not simply imitate the development path of the western wine industry. If it always imitates the western wine culture and catch up with the development of French wine industry, the development of China’s wine industry will only replicate the development of French wine industry or reach the extent of French wine industry development, and never be able to achieve the same development level of French wine industry or exceed its development level. In general, the great development of China’s wine industry has to depend upon its own innovation with Chinese characteristics based on finding its self-consciousness and self-confidence from its own development history.