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论文编号：	3551
作者编号：	2220090587
上传时间：	2011/10/15 16:33:45
中文题目：	波尔多红酒价格影响因素研究
英文题目：	A Research on Bordeaux WinesPrice Influence Factors
指导老师：	李莉
中文关键字：	关键词：波尔多红酒;红酒定价;价格影响因素
英文关键字：	Key Words: Bordeaux Wines; Wine Pricing; Price Influencing Factors
中文摘要：	摘 要今天，当金融危机等不确定因素发生时，精明的投资者就会选择红酒投资作为财富增值保值的手段，红酒与投资不但紧密结合，并且以其稳定的投资回报率和集投资与爱好为一体的特性，越来越受到投资者的追捧。世界著名的葡萄酒出产国主要包括“旧世界”的法国、意大利、德国、西班牙和“新世界”的澳洲、美国、智利、新西兰。本文主要以旧世界葡萄酒——法国波尔多葡萄酒为研究对象探讨红酒定价影响因素问题。本文第一部分探讨了研究背景与研究意义，并介绍本文的研究方法与研究内容。第二部分中从两个方面对于相关理论研究及其文献进行回顾、梳理，并进行评述：一是产品定价理论，二是顾客认知价值定价和顾客需求差异定价的相关理论回顾，同时介绍了现行的几种定价方法。本文的第三部分从三个发面介绍波尔多红酒生产和购买的基本现状：①简要的介绍了世界红酒的基本格局，以及法国波尔多的基本概况；②波尔多红酒出产的基本情况和法国葡萄酒特殊的产业链；③波尔多红酒的销售与收藏情况。第四部分主要介绍波尔多红酒价格主要影响因素。首先分析研究的必要性和可行性，再介绍几种葡萄酒评分方法，最后探讨波尔多红酒价格的影响因素。第五部分主要介绍基于顾客认知的波尔多红酒价格影响因素分析与投资。首先介绍基于顾客认知的波尔多红酒价格影响因素分析框架，包括各影响因素间的关系图和价格影响因素关系分析，并对投资性波尔多红酒进行了简单分析。通过研究，本文得出以下主要结论：第一，对于红酒而言，其价格除了受自身质量、价值的影响，还受外界因素的间接作用，如葡萄酒的产地、交易市场，以及其所面对的消费者，这些都对葡萄酒的价格产生影响。法国葡萄酒供应链对葡萄酒价格有重要影响。第二，如今投资顶级葡萄酒一直处于供不应求的状态，价格存在严重泡沫。第三，红酒投资也存在着各种风险，同时中国还没有成熟的投资葡萄酒的渠道；普通投资者不能盲目进入。第四，投资葡萄酒是要注意选购具有升值空间的知名酒庄的葡萄酒，在购买时还要注意葡萄酒的年份，要记得买大、买整，不买小，同时还要建立组合，这样可以防范风险。
英文摘要：	Abstract Today, when financial crisis such uncertainties, accidental element occurs, shrewd investor will choose wine invest as wealth appreciation value means. Red wine and investment is not only closely, and with its stable return on investment, and collect investment and hobby as one of the characteristics of more and more investors in both hands. The world famous wines produced countries mainly includes "old world" of France, Italy, Germany, Spain and the "new world" of Australia, USA, Chile, New Zealand. Talking about the old world wine -- French Bordeaux wines as the research objects to explore wine pricing influence factors problem. This paper discusses the research background and significance of the research, and introduces the research method and the research content. Then from two aspects for the related theory study and literature review, comb, and carries on the relevant comments: one is the product pricing theory, two is the customer perceived value pricing and customer demand difference pricing related theory. After that, from three charges introduced red Bordeaux basic present situation: ①Produce the basic situation and the basic situation of world wine and Bordeaux wine, France;② Produce the basic situation of Bordeaux wine and its industrial chain;③Bordeaux wine's sales and collecting situation. Then, analyze and red Bordeaux prices of models of necessity and feasibility and explore the influence factors of red Bordeaux price. Later, decision through discussion red Bordeaux price analysis framework, including the relation between affecting factors figure and price decision mode analysis framework. After that, introduced several wine grading methods and from four aspects of a simple analysis of the investment red Bordeaux. Through the study, the article concludes the following main conclusions: First, the red wine price suffers own quality, value influence, but also by external factors, such as indirect effect wine producing area, trading market, and consumer. The French wine supply chain of wine has a significant effect on the price. Second, nowadays the wines in top-level class are in short supply, leading to serious price bubbles. And red wine also exist all sorts of investment risk. While China has not mature investment wine channels, the average investors cannot blindly enter. Third, while invest in wine, attention must be paid to choose and buy those wines have appreciation of the space and are made in well-known chateau. Even when buy, investors should note wine vintage, and remember to buy big, buy the whole, don't buy small. While also establish combination, so can guard against risks.
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