通过分析消费者对葡萄酒认知情况,对宁夏贺兰山东麓葡萄酒的市场需求进行分析,了解银川葡萄酒零售市场消费者需求规律,掌握消费者的葡萄酒产品偏好和对价格变动的敏感度,加强品牌推广和强调文化因素,提高贺兰山东麓葡萄酒的知名度。 By analyzing consumers’ cognition of wines, the paper analyzes the market demand of wines in the east of Helan Mountain in Ningxia, understand the consumer demand rules of Yinchuan wine retail market, grasp consumer’s preference of wine products and the sensitivity to price changes, Promote and emphasize cultural factors and improve the visibility of wine in the east of Helan Mountain.