French wine marketing in China
Langue Anglais
Langue Anglais
Auteur(s) : Xu, Sijing
Directeur : Thierry Lorey
Composante : EMS
Date de création : 30-06-2013
Description : International and European Business, French wine enjoys a good reputation, compared with wine from other parts of the world and with prices generally much more affordable. The China market was previously price-oriented. There is a saying which was regarded with favor: the more expensive the wine is, the better quality it has. This gives opportunities to famous brands like Château Lafite. Nowadays, increasing numbers of Chinese start wine-tasting and enjoy imported wine. All kinds of wine are slowly getting into the Chinese market but the consumption is still dominated by red wine. Sometimes French wine is considered as a luxury product in China that is not yet accepted by everyone. Therefore, French brand needs marketing to make their products recognized by distributors and new consumers. If a well-known wine with a good brand image will be easy to sell, however, for an unknown wine the task will be harder. This paper will focus on French wine through a qualitative and quantitative research to analyse the consumer behavior, examine the driving forces and research key success factors for French wine marketing on the Chinese market. Hence, it can provide useful marketing strategies to French wineries., Thèses et écrits académiques
Mots-clés libres : Vin Industrie et commerce Chine, Vin de France Marketing, International and European Business, French wine, Chinese wine market, marketing strategy, success factor, 650
Couverture : FR
Directeur : Thierry Lorey
Composante : EMS
Date de création : 30-06-2013
Description : International and European Business, French wine enjoys a good reputation, compared with wine from other parts of the world and with prices generally much more affordable. The China market was previously price-oriented. There is a saying which was regarded with favor: the more expensive the wine is, the better quality it has. This gives opportunities to famous brands like Château Lafite. Nowadays, increasing numbers of Chinese start wine-tasting and enjoy imported wine. All kinds of wine are slowly getting into the Chinese market but the consumption is still dominated by red wine. Sometimes French wine is considered as a luxury product in China that is not yet accepted by everyone. Therefore, French brand needs marketing to make their products recognized by distributors and new consumers. If a well-known wine with a good brand image will be easy to sell, however, for an unknown wine the task will be harder. This paper will focus on French wine through a qualitative and quantitative research to analyse the consumer behavior, examine the driving forces and research key success factors for French wine marketing on the Chinese market. Hence, it can provide useful marketing strategies to French wineries., Thèses et écrits académiques
Mots-clés libres : Vin Industrie et commerce Chine, Vin de France Marketing, International and European Business, French wine, Chinese wine market, marketing strategy, success factor, 650
Couverture : FR
Type : Mémoire de Master
Format : PDF
Source(s) :
Format : PDF
Source(s) :
- http://www.sudoc.fr/243203462
Entrepôt d'origine :
Identifiant : ecrin-ori-355004
Type de ressource : Ressource documentaire
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Identifiant : ecrin-ori-355004
Type de ressource : Ressource documentaire