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Marketing wine in China

chapter
posted on 06.12.2017, 00:00 by M Beverland, P Carswell, Philip Bretherton
The world wine industry faces several problems. A recent report on the world wine trade found that the wine industry faced the following challenges: structural overproduction, changing consumer demand, increased retail power, increased competition, and the increased impact of marketing and branding (Geene, et al., 1999). The authors called for wineries to develop strong relationships with distributors and retailers, focus on improved wine quality, and develop strong brands. However, even if wineries successfully did this, it was unlikely that the industry could continue to survive without developing new markets. Wine producers have recently begun targeting Chinese consumers in an effort to develop new markets for wine. China does not have a tradition of grape wine consumption, preferring instead rice wine and spirits. The government has also been keen to encourage consumption of fruit-based wines.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Editor

Alon I; Li S

Start Page

150

End Page

162

Number of Pages

13

ISBN-10

1567205879

Publisher

Praeger

Place of Publication

Westport, Connecticut

Open Access

No

External Author Affiliations

Faculty of Business and Law; Monash University;

Era Eligible

Yes

Number of Chapters

21

Usage metrics

CQUniversity

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