The Wine Value Chain in China: Global Dynamics, Marketing and Communication in the Contemporary Chinese Wine Market presents information on China and its role as a relevant player in the international wine industry, both as supplier and consumer. The book provides new insights into the global dynamics of the wine industry, expanding the knowledge of academics, practitioners, and students on the growing demand for wine in China.
Special attention is paid to the supply and demand changes, their impacts on Western wine supply chains, and new market opportunities. The book contributes the latest research findings to increase the understanding of the context of wine consumption in China and the most suitable marketing and communication approaches. The book aims to provide academics with the most adequate methodological tools to study a novice market, with both conceptual and empirical chapters included.
The book covers a range of topics, including the behavior of Chinese consumers and their attitudes towards wine, the cultural context of wine in China, the characteristics of the wine supply chain in China and its development, the impact of China on Western wine supply chains, wine marketing and communication in China, wine branding in China, including counterfeiting, wine education in China, the links between wine, food, luxury, and Western products in China, and wine tourism.
- Collects and collates research on wine consumer behavior in China
- Presents an outstanding scholarly look at wine marketing studies
- Offers a whole market perspective that focuses on demand
- Provide academics, practitioners, and students with new investigation tools in marketing and communication that are in-line with the characteristics of this market
- Draw conclusions relevant to other emerging markets, detailing why China is different from other such markets
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Part I: Context 1. Introduction 2. Some Fundamental Facts about the Wine Market in China 3. The Regulatory Environment for Wine in China
Part II: Consumers 4. Gift Culture in China: Consequences for the Fine Wine Sector 5. Young Chinese Consumers' Wine Socialization, Current Wine Behavior and Perceptions of Wine 6. Store Image Perception of Retail Outlets for Wine in China 7. Wine Consumption in China: Regional Differences in Territorial Brand Perceptions 8. Wine Purchasing Behaviour in China
Part III: Markets and Distribution 9. David versus Goliath: Market Entry Strategies of Small and Medium Sized Wine Estates 10. The Chinese Wine Market
An Analysis of Wine Distribution Channels in a Highly Competitive Market 11. Relationship Quality Between Portuguese Wine Producers and Chinese Distributors Insight and Recommendations 12. Rough Seas Ahead: Quality Concerns for China-bound Wine Shipments
Part IV: China in the Wider World of Wine 13. Chinese Foreign Investment in Wine Production: A Comparative Study of the Bordeaux Region in France and Western Australia 14. Wine as a Dimension of City Image: Preferences of Chinese Tourists for an Old World Wine Destination
Part V: Final Reflections 15. Practice Viewpoint: The Chinese Way 16. Development Process, Current Status and Future Trends of Chinese Grape and Wine Industry 17. Conclusion
Roberta Capitello Ph.D., is Associate Professor of Agricultural Economics at the University of Verona (Italy), Department of Business Administration. She teaches Wine Economics and Food and Wine Marketing.
Her special research interests are in consumer behavior and marketing and communication in the wine industry. Her recent publications include book chapters on the management of wine events and on the Chinese wine import demand, and scientific articles on the analysis of consumer behavior in new markets, the Generation Y's attitude towards wine and the online communication strategies of wineries.