外文翻譯---國(guó)際葡萄酒貿(mào)易近期趨勢(shì)和關(guān)鍵問(wèn)題（節(jié)選）

1、<p>　　2090漢字，1200單詞，6400英文字符</p><p>　　出處：Mariani A, Pomarici E, Boatto V. The international wine trade: Recent trends and critical issues[J]. Wine Economics & Policy, 2012, 1(1):24-40.</p>&l

2、t;p>　　The international wine trade: Recent trends and critical issues</p><p>　　Angela Mariania, Eugenio Pomaricib, Vasco Boattoc </p><p><b>　　Abstract</b></p><p&g

3、t;　　This paper aims to contribute to the understanding of international wine trade complexities, focusing on the period 2000–2011. Since 2000 the wine trade has grown significantly and its structure has experienced major

4、 changes. Such changes are shaping the current competitive scenario of the wine market and are the base elements for its future development. The paper analyses the growth of world wine imports, considering all wines toge

5、ther and the single categories recognized by global statistics (</p><p>　　Keywords: Wine; International trade; Competitive performance</p><p>　　Introduction</p><p>　　Wine has tradit

6、ionally been a traded good but only in the past two decades, the international wine trade has experienced considerable growth: in the 1960s the exported share of global wine production was 10% and in 1990 this share had

7、reached only 15%. However, by the year 2000 the exported production had reached 25% of global production and more than 30% in 2010.</p><p>　　The growth of the international wine trade is just one of the aspe

8、cts of the complex evolution of the world wine sector: there have been profound changes in the geography of production and consumption and in the direction of export flows (Anderson and Nelgen, 2011a, Banks and Over

9、ton, 2010 and Mariani et al., 2011). Indeed, the growth of the wine trade was caused during the 1990s by the wine consumption increase in Northern Europe and North America, compensating for the decrease in cons

10、umption i</p><p>　　A major consequence of the increasing importance of the international wine trade is the strong export orientation of the world's large producing countries and the dependence of the pro

11、fitability of the wine industry on expansion of international trade. The study of the international wine trade is therefore a very important issue but also not easy to tackle. As observed by Hugh Johnson, introducing Pie

12、rre Spahni's book on international wine trade: “Can there be a more complex trade than commerce </p><p>　　Given both the importance and complexity of such issues, an exhaustive analysis lies beyond the s

13、cope of our paper. The objective is simply to show, with statistics to hand, the overlying importance of some traits of the evolution of the international wine trade as elements of change and hence stress their importanc

14、e as critical issues for the business community and policy makers and as a specific research field for academics.</p><p>　　Our analysis of the international wine trade over the period 2000–2011 highlighted b

15、oth its growth and the way its structure has evolved. Having outlined the main trends, we now briefly discuss what appear to be the most critical issues in order to highlight the main aspects requiring specific and exten

16、sive research. Such issues comprise: (i) changes in the composition of flows; (ii) new trade routes; (iii) the peculiar progression of the competitive performance of suppliers; (iv) the increased </p><p>　　T

17、he changes in flow composition, with the increased share of bulk wine and sparkling wine, appear the result of two drivers: evolution of consumer demand and, for bulk wine, the search for a more efficient organisation to

18、 supply foreign markets. On the consumption side, the dominant trends in wine consumption highlighted by the most recent studies on drivers of customer preferences provide explanations for the increase in the internation

19、al trade in sparkling wine as well as wine for consumption </p><p>　　The trend towards indulgence and the natural tendency to differentiate the type of wine chosen when enhancing the experience appears consi

20、stent with the growth of sparkling wine consumption (Hannin et al., 2010). Such growth, as seen in Section 2, has been facilitated by the availability of affordable sparkling wine with an individual image which has

21、become trendy in some countries. For example, the London-based research agency Wine Intelligence claims that the current decade is becoming the Pro</p><p>　　At the same time, the reshaping of the supply chai

22、n reinforces the problem of the power distribution along the chain and of the competitive advantage of (different) producers. In the new scenario large multinationals with production and bottling/packing facilities scatt

23、ered over many countries could have specific advantages over other producers, and the spatial division of production and bottling could give more power to supermarket chains and give more space to their own-store labels.

24、 Such elem</p><p>　　The changes in trade routes, which affect the final destination and the path of flows, stem from the larger presence of wine in consumption habits in a growing number of markets. This lea

25、ds to significant opportunities for exporters, albeit in the context of a competitive landscape which is complex, dynamic and selective.</p><p>　　國(guó)際葡萄酒貿(mào)易:近期趨勢(shì)和關(guān)鍵問(wèn)題</p><p>　　Angela Mariania, Euge

26、nio Pomaricib, Vasco Boattoc</p><p><b>　　摘要</b></p><p>　　本文旨在通過(guò)分析2000年至2011年期間的數(shù)據(jù)，以更好的理解國(guó)際葡萄酒貿(mào)易的復(fù)雜性。自從2000年起，葡萄酒貿(mào)易量取得了顯著增長(zhǎng)，其貿(mào)易結(jié)構(gòu)也經(jīng)歷了重大變化。正是這種變化形成了當(dāng)前葡萄酒市場(chǎng)的競(jìng)爭(zhēng)格局，并成為了其未來(lái)發(fā)展的關(guān)鍵因素。本文分析了全球各

27、地葡萄酒進(jìn)口量，包括對(duì)全球范圍內(nèi)統(tǒng)計(jì)的葡萄酒總數(shù)據(jù)及單一品種葡萄酒數(shù)據(jù)的分析（含散裝葡萄酒，桶裝葡萄酒與起泡葡萄酒），并描述了葡萄酒進(jìn)口商伴隨著新興市場(chǎng)的出現(xiàn)在地理方面的變化和主要葡萄酒供應(yīng)商的市場(chǎng)競(jìng)爭(zhēng)力的變化。桶裝葡萄酒貿(mào)易，葡萄酒再出口貿(mào)易以及葡萄酒貿(mào)易遇到的貿(mào)易壁壘也在本文中有詳細(xì)的分析。最后聲明，本文基于對(duì)葡萄酒消費(fèi)量的主導(dǎo)趨勢(shì)和供應(yīng)鏈的變化的分析研究，其中得出的關(guān)鍵問(wèn)題都進(jìn)行過(guò)驗(yàn)證，而加下劃線的部分仍需要進(jìn)一步研究。</

28、p><p>　　關(guān)鍵詞:酒;國(guó)際貿(mào)易; 競(jìng)爭(zhēng)性績(jī)效</p><p><b>　　引言</b></p><p>　　葡萄酒一直是一種傳統(tǒng)的貿(mào)易貨物，然而就在過(guò)去的20年，國(guó)際葡萄酒貿(mào)易經(jīng)歷了飛速的增長(zhǎng)：20世紀(jì)60年代葡萄酒出口量占全球葡萄酒總產(chǎn)量的10%，直到20世紀(jì)90年代這個(gè)數(shù)據(jù)也僅僅增加到了15%。然而到2000年的時(shí)候，葡萄酒出口量對(duì)總產(chǎn)量

29、的占比達(dá)到了25%，到2010年更是增加到了30%。</p><p>　　國(guó)際葡萄酒貿(mào)易量的增長(zhǎng)只是復(fù)雜的世界葡萄酒行業(yè)發(fā)展的一個(gè)方面：在葡萄酒生產(chǎn)和消費(fèi)的地理位置和葡萄酒貿(mào)易的流動(dòng)方向等方面，同樣有著深刻的變化。實(shí)際上，葡萄酒貿(mào)易的增長(zhǎng)是由于1990年代的歐洲和北美北部的葡萄酒消費(fèi)量增加和地中海國(guó)家消費(fèi)水平提升，以及所謂的新世界葡萄酒生產(chǎn)商的出口增長(zhǎng)。近期，由于此前很少涉及葡萄酒貿(mào)易的亞洲國(guó)家對(duì)葡萄酒的需求迅速

30、增加以及一些葡萄酒進(jìn)口國(guó)（中國(guó)，印度，巴西）和具有巨大市場(chǎng)潛力的國(guó)家（烏克蘭）的葡萄酒產(chǎn)量增加，國(guó)際葡萄酒貿(mào)易受到了良好刺激。毫無(wú)疑問(wèn)的是，國(guó)際葡萄酒貿(mào)易的增長(zhǎng)使得葡萄酒行業(yè)成為了全球化影響的一個(gè)經(jīng)典案例。</p><p>　　隨著國(guó)際葡萄酒貿(mào)易的重要性不斷增加，它造成的一個(gè)主要結(jié)果就是這些葡萄酒生產(chǎn)國(guó)都有巨大的出口能力，而葡萄酒行業(yè)的盈利能力的只能依賴國(guó)際貿(mào)易的擴(kuò)張。因此國(guó)際葡萄酒貿(mào)易的研究成為了一個(gè)非常重要而

31、又不容易解決的課題。正如Hugh Johnson所引用的Pierre Spahni關(guān)于國(guó)際葡萄酒貿(mào)易方面的書中的話：“還有什么比葡萄酒貿(mào)易更復(fù)雜的商業(yè)貿(mào)易嗎？它的供應(yīng)是如此多種多樣，價(jià)格更是從廉價(jià)到奢華，有無(wú)數(shù)種可能。它的市場(chǎng)也如它本身一樣多種多樣，它可以是一個(gè)像面包一樣的日常飲品，也可以升華為豪華環(huán)境中的時(shí)髦玩意。政府對(duì)它的態(tài)度也是如此多樣，在一個(gè)國(guó)家葡萄酒的包裝上寫著對(duì)身體有害，而在另一個(gè)國(guó)家卻推薦你飲用，只要你不把空瓶子扔到路旁的

32、河溝里就行！”.</p><p>　　鑒于這些問(wèn)題的重要性和復(fù)雜性，在這篇論文之外我們進(jìn)行了詳盡的分析。本文的目標(biāo)是通過(guò)數(shù)據(jù)分析展示各因素的變化對(duì)國(guó)際葡萄酒貿(mào)易的發(fā)展的影響，并強(qiáng)調(diào)這些因素對(duì)商業(yè)貿(mào)易界的關(guān)鍵問(wèn)題和政策制定者以及專業(yè)領(lǐng)域?qū)W者的重要性。</p><p>　　本文對(duì)于2000年至2011年期間國(guó)際葡萄酒貿(mào)易的研究同時(shí)強(qiáng)調(diào)了其貿(mào)易量的增長(zhǎng)及其貿(mào)易結(jié)構(gòu)的演變。在總結(jié)了主要趨勢(shì)之后，為

33、了突出我們的主要研究方向，我們現(xiàn)在簡(jiǎn)明的討論一下什么是葡萄酒貿(mào)易中最關(guān)鍵的問(wèn)題。我們將在下列問(wèn)題中進(jìn)行選擇：(1)貿(mào)易流動(dòng)結(jié)構(gòu)的改變；(2)新的貿(mào)易路徑；(3)各供應(yīng)商獨(dú)特的競(jìng)爭(zhēng)力的發(fā)展；(4)市場(chǎng)的監(jiān)管框架復(fù)雜性增加。</p><p>　　貿(mào)易流動(dòng)結(jié)構(gòu)的改變。盒裝葡萄酒和起泡葡萄酒份額都有所增加，造成這個(gè)結(jié)果的原因有兩個(gè)：一是消費(fèi)需求的演變，二是散裝葡萄酒一直在尋求供應(yīng)國(guó)外市場(chǎng)的機(jī)會(huì)。在消費(fèi)方面，葡萄酒消費(fèi)的主

34、要趨勢(shì)可以明顯的從起泡葡萄酒與盒裝（散裝）葡萄酒的國(guó)際貿(mào)易量增長(zhǎng)上看出來(lái)。根據(jù)相關(guān)的研究，決定人們飲食選擇的主要有以下三個(gè)影響方面：健康，便利和偏好/優(yōu)質(zhì)。以及確定有八個(gè)不太重要的影響因素：益處，快速，大眾，可靠，合理，高雅，獨(dú)立和價(jià)值。</p><p>　　選擇葡萄酒類型時(shí)想要嘗鮮的個(gè)人傾向和自然趨勢(shì)似乎符合起泡葡萄酒消費(fèi)的增長(zhǎng)。這種增長(zhǎng)促進(jìn)了起泡葡萄酒的接納程度，使其飲品形象成為了一種時(shí)尚。舉個(gè)例子，倫敦研究

35、葡萄酒的機(jī)構(gòu)聲稱，當(dāng)前的十年是英國(guó)Prosecco十年（Prosecco白葡萄酒品種，起泡葡萄酒的一種）。由于趨勢(shì)的影響，盒裝葡萄酒的消費(fèi)的增長(zhǎng)也和合乎常理了：這種包裝可以增加生產(chǎn)商的生產(chǎn)能力，用起來(lái)也簡(jiǎn)單便捷，看起來(lái)生動(dòng)形象，并易于飲用與回收利用。這就是說(shuō)，對(duì)盒裝葡萄酒產(chǎn)生興趣并不與追求優(yōu)質(zhì)化相矛盾，只是消費(fèi)者變得越來(lái)越理性與折中，懂得在日常生活中選擇物美價(jià)廉的葡萄酒，同時(shí)也會(huì)在特殊場(chǎng)合選擇高價(jià)葡萄酒。</p><

36、p>　　同時(shí)，供應(yīng)鏈的重塑加劇了供應(yīng)鏈不同生產(chǎn)商的力量分布和競(jìng)爭(zhēng)優(yōu)勢(shì)問(wèn)題。新環(huán)境中的大型跨國(guó)公司將葡萄酒生產(chǎn)和包裝分散在許多國(guó)家，他們相較于其他生產(chǎn)商就有更大的優(yōu)勢(shì)，空間分散的生產(chǎn)和包裝意味著這些公司還能更方便的在全球各地供貨并貼上自己的標(biāo)簽。這些因素之間的變化可以在生產(chǎn)階段就對(duì)葡萄酒產(chǎn)業(yè)的結(jié)構(gòu)性變化施加巨大的壓力。</p><p>　　貿(mào)易路徑的改變可以改變葡萄酒貿(mào)易的最終目的地和流通渠道，而其原因源于越