新疆吐鲁番市葡萄酒产业提质升级的对策研究

吐鲁番是新疆最早酿造葡萄酒和葡萄酒企业最多的区域，也是新疆四大葡萄酒生产地之一。借助实地调查、访谈法，发现目前该产区定位不清楚，产区推广不够导致产区公共品牌影响力低；葡萄酒制造相关配套匮乏，企业生产成本高，经营收益较低，无法有效聚焦更优质生产要素以促成产业提质升级。为破解此困境，建议该产区充分依托本地葡萄知名度，将吐鲁番打造成中国“白兰地之都”，打响葡萄酒产区品牌知名度；继续强化对葡萄酒产业发展的统筹管理，在融资、人才、土地等方面优化现有的产业支持政策，提升葡萄酒产业集聚水平；充分发挥吐鲁番市旅游资源和葡萄酒庄相互内嵌的天然优势，打造一批“葡萄酒＋旅游”双向融合的旅游产品，实现吐鲁番葡萄酒一、二、三产业的融合。

Countermeasures of improving quality and upgrading of wine industry in Turpan of Xinjiang

Turpan is the earliest wine-making region with the largest number of wine enterprises in Xinjiang, and it is also one of the four major wine producers in Xinjiang. With the help of field investigation and interview method, the location is unclear and the lack of production area promotion leads to low public brands influence; poor supporting facilities of wine manufacturing, high production cost and low operating income, which cannot effectively focus on better production factors to promote industrial quality upgrading. In order to solve this dilemma, it was suggested that Turpan should fully rely on the popularity of local grapes, and make Turpan the "Brandy Capital" of China, so as to arouse the brand awareness of wine producing areas. Turpan should continue to strengthen the overall management of the development of the wine industry, optimize the existing industrial support policies in financing, talent, land and other aspects, improve the level of wine industry agglomeration, give full play to the inherent advantages of Turpan's tourism resources and wineries, create a batch of two-way integration of "wine + tourism" tourism products, and realize the integration of the first, second and third industries of Turpan wine.