摘要:1997年香港通恒国际投资有限公司在云南弥勒投资创立了云南红葡萄酒业集团，凭借着独特的葡萄品种、自然环境和民族文化特色等资源条件，“云南红”迅速在国内葡萄酒行业引起了关注，成为了行业内的新宠。特有的竞争手段和政府的大力扶持加快了“云南红”的发展，“云南红”葡萄酒被云南人民喻为“红塔山（烟）后又一红(酒)”。“云南红”在快速发展的同时，也突显出了企业所面临的问题，诸如，企业发展历史短、品牌知名度区域性、葡萄质量不一致、终端营销模式带来的营销成本剧增以及创建企业文化的同时，忽略了与消费者消费心理的沟通等。
为此，本文主要分析微观环境下“云南红”葡萄酒的发展现状，从企业、供运商、营销中介、消费者、竞争者和政府公众这六方面来分析“云南红”在发展中所表现出来的主要的优势和存在的问题，并根据这些现状提出有效地改进策略，以达到“优势得以继续发扬，劣势得以不断改善”的目标。
关键词：微观环境；“云南红”葡萄酒；发展现状；对策
Abstract:In 1997 the Hong Kong Tongheng International Investment Limited company in Yunnan, Mi Le investment in the creation of the Yunnan red wine group, by virtue of the unique grape varieties, the natural environment and the features of national culture resources, "Yunnan red" rapidly in the wine industry caused concern, the industry has become new favorites. Unique means of competition and government give aid to energetically speed up the development of "Yunnan red", "Yunnan red" wine was Yunnan people known as the "Hong Ta Shan (smoke) and a red (wine)". But developing quickly while, also highlights the problems faced by enterprises, such as, enterprise development history is short, brand awareness regional, grape quality is not consistent, terminal marketing mode of the marketing costs soar and create a corporate culture at the same time, neglected and consumer psychology of communication.
Therefore, this article mainly analyzes the micro-environment "Yunnan red" wine development present situation, from the enterprise, for carriers, marketing agencies, consumer, competitor and government public this six aspects to analyze the "Yunnan red" in the development of the main advantages and existing problems, and according to the status quo of effectively improvement strategy, in order to achieve "to continue to carry forward the advantage, disadvantage to continuously improve" target.
Keywords: Micro-environment；"Yunnan red" wine；Development status；Countermeasure
