Comprehensive Evaluation Method Based On Fuzzy Core Wine Industry Evaluation Of The Competitiveness

Wine is one of the six internationally recognized health drink beneficial to humans.In recent years, with significant improvement of people’s living standards, on the dietregimen enhanced degree of attention, as an important health drinks wine is increasinglyfavored by consumers. Although the wine industry has experienced in foreign countriesfor hundreds of years of development history, but in our country is still in a relativelyearly stage of development. According to statistics, in2003and2013, annual sales ofChinese wine accounted for only1%to2%of the annual sales of alcoholic beverages,which accounted for about30%of the imported wine total wine sales. China has apopulation of one-fifth of the world’s largest market in the global consumer spending indecline, the Chinese market has become the battleground of wine sellers. Chinese wineindustry is not only faced with a liquor consumption dominated the competition of otheralcoholic beverage, is also facing competition with foreign wine business. Chinese wineindustry in order to develop and grow in a highly competitive environment, we mustestablish their own competitive advantages, enhance their core competitiveness.Firstly, the core competitiveness of enterprises conducted a literature review andsummarize the system, and then combine the value chain theory and our wine industrydevelopment status and characteristics of China’s wine industry by exploring the corecompetitiveness of the value chain activities, our proposed elements of the wineindustry’s core competitiveness, and according to the principles of constructing indexsystem, by making the experts on the basis of the survey, from business managementcapacity, human resource management, technological innovation capability, marketingcapability and brand competitiveness five aspects of the evaluation index system of thecore competitiveness of the wine industry. Finally, select the three most representativeof the wine business as an example, the use of fuzzy comprehensive evaluation methodwas evaluated on its core competencies, based on the evaluation results, the proposedtargeted to enhance our core competitiveness of wine countermeasures and suggestions.