Roberta Capitello

The Wine Value Chain in China (eBook, ePUB)

Consumers, Marketing and the Wider World
Redaktion: Charters, Steve; Menival, David

• Format: ePub

Produktbeschreibung

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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Produktdetails

• Verlag: Elsevier Science & Techn.
• Seitenzahl: 330
• Erscheinungstermin: 21. November 2016
• Englisch
• ISBN-13: 9780081007600
• Artikelnr.: 47274523

Autorenporträt

Dr. Roberta Capitello, PhD, is an associate professor at the Department of Business Administration, University of Verona, Italy, where she teaches wine economics and food and wine marketing. Her research focuses on consumer behavior, marketing, communication and sustainability in the food and beverage industry. Her publications include academic journal articles and book chapters on subjects such as wine demand in new markets, Generation Y's attitude towards wine, food and wine consumer behavior, and marketing and communication strategies in the food and wine businesses. She is a project coordinator of the H2020 SUSFOOD2 ERA-Net project "SUSCHOICE: Towards sustainable food and drink choices among European young adults¿ (2018-2021).

Inhaltsangabe

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