Entering the Wine Industry in China

Possible Marketing Strategies

Business & Finance, Marketing & Sales
Cover of the book Entering the Wine Industry in China by Melanie Bobik, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Melanie Bobik ISBN: 9783656108771
Publisher: GRIN Verlag Publication: January 24, 2012
Imprint: GRIN Verlag Language: English
Author: Melanie Bobik
ISBN: 9783656108771
Publisher: GRIN Verlag
Publication: January 24, 2012
Imprint: GRIN Verlag
Language: English

Master's Thesis from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Berlin School of Economics and Law, language: English, abstract: China is turning into one of the world's largest, most lucrative food and beverage markets. With a growing middle class, the demand for premium lifestyle products is constantly increasing. A new generation of consumers, typically located in urban areas, is emerging, with more disposable income and a greater awareness and willingness to pay for high quality, often imported products - including wine. Wine has become 'fashionable' as a symbol of social status and this trend is likely to continue. Further, the health benefits associated with red wine in particular, have convinced some consumers to switch from traditional Chinese alcoholic beverages to grape wine. Although China traditionally is a rice-wine-consuming country and unlike in many Western countries, grape wine is considered a luxury product, the grape wine market1 has grown rapidly since its emergence in the mid 1990s, with still wine being the most lucrative. According to a recent survey, in 2009 the Chinese wine market generated total revenues of US$ 7,2 billion which constitutes a compound annual growth rate of 5,3% for the period from 2005 to 20092. As wine consumption in China is closely related to income, there is no end in sight to this positive trend.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Master's Thesis from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Berlin School of Economics and Law, language: English, abstract: China is turning into one of the world's largest, most lucrative food and beverage markets. With a growing middle class, the demand for premium lifestyle products is constantly increasing. A new generation of consumers, typically located in urban areas, is emerging, with more disposable income and a greater awareness and willingness to pay for high quality, often imported products - including wine. Wine has become 'fashionable' as a symbol of social status and this trend is likely to continue. Further, the health benefits associated with red wine in particular, have convinced some consumers to switch from traditional Chinese alcoholic beverages to grape wine. Although China traditionally is a rice-wine-consuming country and unlike in many Western countries, grape wine is considered a luxury product, the grape wine market1 has grown rapidly since its emergence in the mid 1990s, with still wine being the most lucrative. According to a recent survey, in 2009 the Chinese wine market generated total revenues of US$ 7,2 billion which constitutes a compound annual growth rate of 5,3% for the period from 2005 to 20092. As wine consumption in China is closely related to income, there is no end in sight to this positive trend.

More books from GRIN Verlag

Cover of the book Bilanzierung und Prüfung aktiver latenter Steuern by Melanie Bobik
Cover of the book 'Das doppelte Lottchen'. Der Kinderroman im Vergleich mit der deutschen Verfilmung von 1994 by Melanie Bobik
Cover of the book Unbegleitete minderjährige Asylsuchende. Ein Resilienzkonzept im Bereich der Kinder- und Jugendhilfe by Melanie Bobik
Cover of the book Modes of entrapment in James Joyce's 'Eveline' by Melanie Bobik
Cover of the book Der kategorische Imperativ als Lehrstück by Melanie Bobik
Cover of the book Effekt der Heirat auf den Erwerbsverlauf von Frauen und Männern by Melanie Bobik
Cover of the book Kriminalisierung von Jugendlichen durch Massenmedien by Melanie Bobik
Cover of the book Männersprache / Frauensprache. Geschlechtsspezifische Kommunikation by Melanie Bobik
Cover of the book Die Kennzeichen der Kirche. Analyse auf Grundlage des Nicäno-Constantinopolitanums, der Confessio Augustana und ausgewählter Schriften Martin Luthers by Melanie Bobik
Cover of the book Traditionelle und wertorientierte Managemententlohnung vor dem Hintergrund der Finanzkrise by Melanie Bobik
Cover of the book Die Goldene Bulle by Melanie Bobik
Cover of the book 'Thatcherism' und die 'campus novel': Eine Untersuchung von David Lodges 'Nice Work' by Melanie Bobik
Cover of the book Die englische Limited im Vergleich zur GmbH. Eine Analyse mit den Themenschwerpunkten Kapitalerhaltung, Interessen von Financiers sowie Kunden und Lieferanten by Melanie Bobik
Cover of the book Der Regionalplan in Sachsen by Melanie Bobik
Cover of the book Das präoperative Aufklärungsgespräch by Melanie Bobik
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy