中国白酒须关注的"四大问题"

中国白酒业的发展应关注以下“四大问题”：（1）辩证看待“集中度”。中国进入市场经济比较晚，走过的路不长，尚未形成垄断头企业，给中小企业的发展和崛起提供了机遇。今日之“酒业大王”未必是明日之垄断巨头，现实的“大”不代表未来的“大”，但中国白酒走向垄断和集中却是历史的必然；（2）“改制”是“妙药”，但绝非“灵丹”。“改制”是企业发展的一种手段，是过程而非目的，关键是解放生产力，理顺企业经营状况与经营者收益的关系；（3）“通路”后要解决消费者的需求问题。只有把握消费者的需求和变化，才能真正赢得市场，树造白酒品牌应基于人性诉求和自我主张；（4）面对新税制，调整以自救。调整产品结构是核心，必须提高产品档次，才能找到摆脱困境的出路。

Four Problems in Need of Attention in Liquor-making Industry in China

Four problems were in need of special attention in the development of liquor-making industry in China as follows :1.Com-prehensive analysis of the development trend of monopoly.Since China just transited from planned economy to market economy ,the monopolistic liquor-making enterprises had not formed yet.Large amount of medium-size or small-size liquor-making enterprises faced the unprecedented development opportunities to the monopolistic enterprises.Accordingly,the ambitious enterprises should recognize such development trend and understand at the same time the difficulty of being the monopolistic enterprises.2.Enterprise institutional reform was effective but not allpurpose.Institutional reform was an effective measure for enterprise development and it was an imple-mentary procedure but not the ultimate goal of enterprise development.The keys to enterprise development included the release of pro-ductive forces and harmonious relations of enterprise management and enterprise profits.3.Full consideration of the requirements of consumers.The enterprise could achieve the largest market share only by understanding clearly the requirements of consumers and the changes of consumption habits.The formation of a successful brand depended on humanization and individualization.4.Self-adjustment of enterprises in the face of new tax system.Products structure adjustment and products upgrade were the measures to settle thisprob-lem.(Tran.by YUE Yang)