葡萄酒营销学专家及其学术思想调查

1、葡萄酒营销学专家及其学术思想调查一、基本信息姓名Kym Anderson性别男国籍Australian出生年月26 February 1950工作单位、地址North Terrace School of Economics10 Pulteney Street职务、职称 Professor of Economics in the Arndt-Corden Department of Economics of ANU's Crawford School of Public Policy电话61 8 8313 4712传真61 8 8223 1460邮箱kym.andersonad

2、.au网页.au/directory/kym.anderson二、学习及工作经历1. 受教育经历： Stanford University: Completed MA 1976, Ph.D.University of Chicago: Completed 1st year of doctoral program.with first class honours and dux of 1970 class (conferred 04/1971)2. 工作经历：foundation Executive Director of the

3、Wine Economics Research Centre(1984- )Research Fellow in Economics at ANU's Research School of Pacific and Asian Studies (1977-83)undergraduate studies at the University of New England in Armidale (1967-70)Masters studies at the University of Adelaide (1971-74) SA Department of Agriculture

4、in Adelaide, and doctoral studies at the University of Chicago and Stanford University (1974-77)3. 担任社会职务：Korea's International Economics Institute (1979)Korea's Rural Economics Institute (1980-81 as Ford Foundation Visiting Fellow in International Economics)Australian Department of Trade (1

5、983)Stockholm University's Institute for International Economic Studies (1988)the GATT (now WTO) Secretariat in Geneva (1990-92)Research Group of the World Bank in Washington DC (2004-07)三、研究领域His research interests and publications are in the areas of international trade and development, agricu

6、ltural economics, environmental economics, and wine economics.四、主讲课程His teaching interests include microeconomics, international trade, agricultural economics and development economics at both undergraduate and postgraduate levels.五、科研成果及获奖情况（中、英文对照）1、科研项目情况Implications for Indonesia of Asias Rise i

7、n the Global EconomyContributions of the GATT/WTO to Global Economic Welfare: Empirical Evidence2、出版著作情况(1)Distortions to Agricultural Incentives: A Global Perspective, 1955-2007 全球范围农产品价格趋势的扭曲，1995至2007年作者：Kym Anderson出版社：Washington DC: World Bank, March 2010，Cambridge University Press, Septem

8、ber 2010(2) Which Winegrape Varieties are Grown Where? A Global Empirical Picture酿酒葡萄全球种植地图作者：Kym Anderson (with the assistance of NR Aryal) 出版社：Adelaide: University of Adelaide Press, 2013.(3) Growth and Cycles in Australia's Wine Industry: A Statistical Compendium, 1843 to 2013澳大利亚葡萄酒业的增长

9、与周期：统计汇编，1843至2013年作者：Kym Anderson (with the assistance of NR Aryal)出版社：Adelaide: University of Adelaide Press, 20153、发表论文情况Anderson, K and Strutt, A 2015, “Implications for Indonesia of Asias Rise in the Global Economy”, Bulletin of Indonesian Economic Studies 50 (forthcoming). 2015年，“全球经济下的印度尼西亚影响

10、亚洲的崛起”， 印尼经济研究通报 50（即将出版）Anderson, K 2015, “Contributions of the GATT/WTO to Global Economic Welfare: Empirical Evidence”, Journal of Economic Surveys 29 (forthcoming). “已实证的GATT/ WTO对全球经济的贡献” 经济杂志调查29（即将出版）Thennakoon, J and Anderson, K 2015, “Could the Proposed WTO Special Safeguard Mechanism Prote

11、ct Farmers from Low International Prices?” Food Policy 50(1): 106-113, January. “论WTO特殊保障机制，以低的国际价格保护农民”粮食政策2015一月 50（1）106-113 Anderson, K 2014, “Evolving Varietal Distinctiveness of the Worlds Wine Regions: Evidence from a New Global Database”, Journal of Wine Economics 9(3), December. “从全新的数据证明世界

12、葡萄酒产区的演变与品种独特性”，2014 十二月葡萄酒经济学杂志9（3）Anderson, K and Strutt, A 2014, “Food Security Policy Options for China: Lessons from Other Countries”, Food Policy 49(1): 50-58, December. “中国食品安全的政策走向：从其他国家的经验教训”， 2014十二月 粮食政策49（1）：50-58Anderson, K 2014, “Globalization and Agricultural Trade”, Australian Econom

13、ic History Review 54(3): 285-306, November.“全球化和农业贸易”，2014 十一月 澳大利亚的经济史回顾54（3）：285-306 Anderson, K 2014, “The Intersection of Trade Policy, Price Volatility, and Food Security”, Annual Review of Resource Economics 6: 513-32, October. “粮食安全的贸易政策与价格波动交叉点”，2014 十月 年度回顾资源经济6：513-32，Anderson, K and Strut

14、t, A 2014, “Emerging Economies, Productivity Growth, and Trade with Resource-Rich Economies by 2030”, Australian Journal of Agricultural and Resource Economics 58(4): 590-606, October. “到2030年新兴经济体的生产率增长和成为贸易与资源丰富的经济体”，2014十月 澳大利亚农业杂志和资源经济58（4）：590-606 Anderson, K and Wittwer, G 2013, “Modeling Glob

15、al Wine Markets to 2018: Exchange Rates, Taste Changes, and Chinas Import Growth”, Journal of Wine Economics 8(2): 131-58.“模拟全球葡萄酒市场到2018年：汇率的改变与中国的进口增长”2013 葡萄酒经济学杂志8（2）131-58Anderson, K 2013, “Agricultural Price Distortions: Trends and Volatility, Past and Prospective”, Agricultural Economics 44(S

16、): 163-71, November.“农产品价格的波动：趋势与波动，过去和前瞻”，2013 十一月 农业经济学44（S）：163-71 4、获得奖励情况Recipient of the Bruce Gardner memorial Prize of the (US) Agriculatural and Applied Economics Association, 2010应用经济学协会布鲁斯·加德纳纪念奖2010年Australian Agricultural and Resource Economics Society Quality of Research Discovery

17、 Prize, 2010澳大利亚农业和资源经济学会研究发现奖，2010年5、学术思想综述（不少于100字）Kym Anderson致力于研究第三世界国家的葡萄酒与农业市场，以纵观全球的角度研究市场走向与消费者心理。取证严谨，以数据作为所有推论的基础。高瞻远瞩，以现有资源合理的推论出市场走向，在大量数据与计算的基础下为产品的发展提供方向。六、附代表作全文1篇，需将论文题目、摘要及关键词翻译为中文。见下页Changing Varietal Distinctiveness of the World's Wine Regions: Evidence from a New Global Data

18、base  */*译：从全新的数据证明世界葡萄酒产区的演变与品种独特性*/Kym AndersonWine Economics Research Centre, School of Economics, University of Adelaide, Adelaide SA 5005, and Crawford School, Australian National University, Canberra, ACT 2600; e-mail: .auAbstractConsumers are always

19、 looking for new types of wines. Producers compete for their attention by trying to product differentiate at the same time as they are responding to technological improvements, climate change, and evolving demand patterns. In doing so, wineries are increasingly highlighting their regional and variet

20、al distinctiveness. This paper examines the extent to which the choice of winegrape varieties in wine regions has already changed over the first decade of the twenty-first century in both the Old World and New World. In doing so, it reports a varietal intensity index of different regions and an inde

21、x of similarity of varietal mix between regions. The study is based on a new database of vine-bearing areas circa 2000 and 2010 for nearly 1,300 DNA-distinct winegrape varieties, spanning over 600 regions in 44 countries that together account for 99 percent of the world's wine production. (JEL C

22、lassifications: D24, L66, Q13, Q15)/* 译：摘要：消费者总是在寻找新的类型的葡萄酒。生产者试图将产物分化的同时，注意力被技术改进，气候变化和不断变化的需求模式所吸引。这样，酒厂正日益凸显其区域和品种的独特性。本文考察到的酿酒葡萄品种的葡萄酒产区已经改变了二十一世纪的第一个十年中的旧世界和新世界的格局。在这样做时，它显示出不同的区域和区域之间的品种组合的相似性的一个指标：品种强度指数。这项研究是基于对葡萄酒领域的一个新的数据库，2000至2010年跨越了600地区的44个国家的共占99的世界葡萄酒生产的近1300种葡萄品种的 DNA。 */Keywords&#

23、183; terroir; · varietal intensity index; · varietal similarity index/*译：关键词土壤质量;品种强度指数;品种相似性指数*/Footnotes*  Revision of a paper presented at the Annual Conference of the American Association of Wine Economists, Stellenbosch, South Africa, June 2629, 2013. The author is grat

24、eful for meticulous research assistance by Nanda Aryal in compiling the database and indicators, for helpful comments from two anonymous referees, and for financial assistance from Australia's Grape and Wine Research and Development Corporation (Project Number UA 12/08). Views expressed are the

25、author's alone.I. Introductionzation of the world's wine markets over the past two or three decades has generated countless new wine consumers. This has added to both the opportunities and the competitive challenges for producers seeking to differentiate their product to attract the attentio

26、n of consumers. Consumers, in turn, are always looking for new types of wines and more so as wines within at least the lower-priced product ranges become more homogeneous, with the multinationalization of both wineries and wine retailers.One strategy for producers has been to display grape varietal

27、names on wine bottle labels. Its success, especially for lower-priced New World wines, has led to demands in the European Union (EU) for freeing up labeling laws so as to allow such labeling there also. Meanwhile, producers in the New World are increasingly realizing the marketing value of going bey

28、ond country of origin to regional labeling as another form of product differentiationsomething that has long been practiced by Europe's traditional producers.In addition to striving to differentiate their product, producers are also well aware of the impact that climate changes (higher temperatu

29、res, more extreme weather events) are having on their winegrapes. Adaptation strategies include switching to warmer-climate or more-resilient grape varieties and relocating to a higher latitude or altitude to retain the current mix of grape varieties. Especially in the New World, where regions are s

30、till trying to identify their varietal comparative advantages and where regulations do not restrict varietal choice, winegrowers are continually on the lookout for attractive alternative varieties that do well in climates similar to what they expect theirs to become in the decades ahead. Moreover, t

31、he biotechnology revolution is providing breeders with new opportunities, which is increasing the interest in exploring traits of little-known varieties.Some people also are concerned that the diversity of winegrapes is narrowing to a few “international” varieties. Johnson and Robinson (2013, p. 8)

32、note that vignerons are at last beginning to respond by reverting to neglected local varieties in the Old World and by exploring alternatives to the main “international” varieties in the New World. But how severe is the current concentration compared with earlier times, and how different is the conc

33、entration in the Old World compared with the New World?These biodiversity concerns, together with marketing and climate adaptation needs, are generating a rapidly growing demand for information on which winegrape varieties are grown in the world's various wine regions. Since 1971, The World

34、 Atlas of Wine has provided a great deal of information about where winegrapes are grown (the seventh edition is Johnson and Robinson 2013). That and other wine atlases have been complemented by a new book by Robinson, Harding, and Vouillamoz (2012), which provides a detailed guide to 1,368 of

35、the world's commercially grown “prime” varieties and their various synonyms, based on the latest DNA research. However, neither of those seminal books, nor any other wine atlas or wine encyclopedia, provides comprehensive global data on the bearing areas of winegrapes by region and variety.1This

36、 paper draws on a newly compiled global database (Anderson and Aryal, 2013) to estimate several indicators that capture changes over the first decade of the twenty-first century in the varietal mix of the world's wine regions. It builds on an earlier study of more limited data for 2000 by A

37、nderson (2010) in several ways: it has data for 2010 as well as 2000; it includes more than 30 additional countries so that the sample now covers as much as 99 percent of global wine production; it is far more detailed in terms of having more than 600 regions and 2,000 varieties (of which almost 1,3

38、00 are “primes” and the rest are their synonyms), compared with only 166 regions and 258 varieties previously; and it has removed spurious differences in varietal mixes resulting from the use of different varietal names for what have recently been shown to be DNA-identical varieties (thanks to the p

39、ainstaking scientific work that led to the book by Robinson et al., 2012).The paper is structured as follows. Section II describes the database. Section III defines two key indexes that have been calculated to help summarize the data. Those data are then used to provide an empirical picture of

40、the changing varietal distinctiveness of the world's wine regions. This is done in Section IV by answering a sample of questions which, in the process, provide a sense of the breadth of the database. (Space limitations prevent us from highlighting the depth of the database in terms of its within

41、-country regional detail.) The final section discusses possible extensions and other uses of the database.II. The New DatabaseData on the bearing area of winegrapes are available by variety and region for most key wine-producing countries. In the case of the EU countries, area data are available fro

42、m one source (Eurostat, 2013), while for other countries they are typically available online from a national wine industry body or the national statistical agency. The United States and Canada, where data are collected at the state/provincial level and only for those with significant wine produ

43、ction, are key exceptions.The years chosen correspond to the most recent decadal agricultural census periods of the European Union, which were 1999 or 2000 and 2009 or 2010. For the non-EU countries, data have been sought for the earlier year in the Northern Hemisphere and the latter year in the Sou

44、thern Hemisphere. Inevitably, not all other countries or regions had data for exactly those vintages, but in most cases the data refer to vintages that were only six months apart.The raw data have been compiled by Anderson and Aryal (2013), and various indicators from that database have been assembl

45、ed in comprehensive tables and figures by Anderson (2013). Appendix Table 1lists the countries included and their relative importance in the global bearing area of winegrapes and in wine production, and it also shows the other countries reported to be producing wine (although collectively the l

46、atter group accounts for just 1 percent of global wine output).Of the 44 countries included in Appendix Table 1, reliable area data for 2000 were unavailable for nine of them (China, Japan, Kazakhstan, Mexico, Myanmar, Peru, Thailand, Turkey, and Ukraine). The combined share of global wine prod

47、uction of those nine countries in 2000 was only 1.6% (compared with 5.1% in 2010), but their varietal contributions are included as a group (called “Missing 9 in 2000”) by assuming each of them had (i) the same varietal distribution in 2000 as in 2010 and (ii) a national area that was the same fract

48、ion of its 2010 area then as was its national wine production volume. As well, the global bearing area of the world's 50 most important varieties in 1990 has been estimated using data in Fegan (2003).The number of winegrape regions in each country for which bearing area data are available varies

49、 greatly across the sample of 44 countries (Appendix Table 2). And the number is not the same for each country in the two chosen years, which means that some regional detail is necessarily lost through aggregation when we seek to compare varietal mixes of each region in the two sample years. No

50、netheless, even for that comparative exercise there are as many as 410 matching regions globally.Thus the database on which this volume draws involves two years (2000 and 2010, plus some 1990 data), more than 600 regions (in 44 countries), and nearly 1,300 varieties. Such a large three-dimensional d

51、atabase potentially has 1.5 billion numbers in its cells (many of which are zeros). It can be sliced in three ways: across regions, years, or varieties. To assist in digesting such large spreadsheets, it is helpful to summarize the data by calculating a pair of indexes.III. Two IndexesIn addition to

52、 regional and varietal shares, two indexes that are used in the next section are defined in turn in this section: the varietal intensity index, and the varietal similarity index.A. Varietal Intensity IndexA varietal intensity index is defined as a variety's share of a region's winegrape

53、 area divided by that variety's share of the global winegrape bearing area. The varietal intensity index is thus a complement to share information in that it indicates the importance of a variety in a region not relative to other varieties in that region but, rather, relative to that variety in

54、the world.Specifically, define f im as the proportion of the bearing area of grape variety m in the total winegrape-bearing area in region or country i such that the proportions fall between 0 and 1 and sum to 1 (i.e., there is a total of Mdifferent grape vari

55、eties across the world, and 0  f im 1 and  m fim =1). For the world as a whole, f m is the bearing area of grape variety m as a proportion of the total global winegrape area, and 0  f m 1 and  m fm =1. Then the vari

56、etal intensity index, V im for variety m in region i, is:(1)B. Regional Similarity IndexAn index of varietal similarity has been defined by Anderson (2010) to measure the extent to which the varietal mix of one region or country matches that of another region or country

57、 or the world. It can also be used to compare the varietal mix of a region or country over time. In defining the index, Anderson (2010) borrows and adapts an approach introduced by Griliches (1979) and Jaffe (1986). That approach has been used subsequently by Jaffe (1989), and by others, including A

58、lston, Norton, and Pardey (1998) and Alston et al. (2010, ch. 4), to measure interfirm or interindustry or interregional technology spillover potential.The mix of grape varieties is a form of revealed preference or judgment by vignerons about what is best to grow in their region. That judgment is af

59、fected by not only terroir but also past and present economic considerations, including current expectations about future price trends, plus the sunk cost that would be involved in grafting new varieties onto existing rootstocks or grubbing out and replacing existing varieties.The vector of grape va

60、rietal shares defined above, f i =(f i1, , f iM ), locates region i in M-dimensional space. Noting that proximity is defined by the direction in which the f-vectors are pointing, but not necessarily their length, Jaffe (1989) proposes a measure

61、called the “angular separation of the vectors,” which is equal to the cosine of the angle between them. If there were just two varieties, m and n, and region i had 80% of its total vine area planted to variety m whereas only 40% of region j was planted to variety m, then their index of regional similarity is th