1998年对白酒行业来说是个“灾难年”。新春伊始,新闻界披露了山西朔州、大同等地发生千人假酒中毒的消息,随着党中央、国务院各部委一道道政令的颁布,一场全国性的追缴、围歼假酒的活动声势空前地展开,打假中也使得一些名牌白酒无辜受到株连,消费者的“恐酒症”给整个白酒的销售带来了负面影响。其实,假酒中毒事件的发生只是一个导火索,白酒市场的整体走弱有着更为深刻的多层面的原因,本文试图在分析这些原因方面做_点尝试。供大于求,买方市场特征明显改革开放以来,我国的社会生产力显著提高,经济持续发展,多种所有制经济共同并行,有效地搞活了城乡市场。从1993年下半年开始,党中央及时采取了加强和改善宏观调控的一系列举措,至1997年,我国国民经济增长速度为8.8％,而全年商品零售价 In 1998, it was a “disaster year” for the liquor industry. At the beginning of the new year, the news media disclosed the news that thousands of fake wine poisonings occurred in the same provinces of Shanxi and Dazhou. With the promulgation of a decree of the Party Central Committee and all ministries and commissions of the State Council, a nationwide campaign to recover and cope with fake wine was launched. Unprecedented expansion, and the use of counterfeiting, have also caused some brand-name liquors to be harmless, and consumers’ “terrorism” has had a negative impact on the overall sales of liquor. In fact, the occurrence of fake alcohol poisoning incident is just a fuse, and the overall weakness of the liquor market has a more profound multi-layered reason. This article attempts to do some analysis of these reasons. Supply exceeds demand, the buyer’s market has obvious characteristics Since the reform and opening up, China’s social productivity has increased significantly, the economy continues to develop, and the multiple ownership economies have been working side by side to effectively invigorate the urban and rural markets. Since the second half of 1993, the Party Central Committee has adopted a series of measures to strengthen and improve macro-control in a timely manner. By 1997, China’s national economic growth rate was 8.8%, and the retail price of the whole year was