The Wine Value Chain in China: Global Dynamics, Marketing and Communication in the Contemporary Chinese Wine Market

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 ChinaPresents an outstanding scholarly look at wine marketing studies Offers a whole market perspective that focuses on demandProvide academics, practitioners, and students with new investigation tools in marketing and communication that are in-line with the characteristics of this marketDraw conclusions relevant to other emerging markets, detailing why China is different from other such markets INDICE: Part 1 The context 1. Some fundamental facts about the wine market in China Lishi Zeng and Gergely Szolnoki 2. The legal environment of the Chinese wine market David Menival Part 2 Consumers 3. Gift culture in China: Consequences for the fine wine sector Vera Seidemann, Glyn Atwal and Klaus Heine 4. Young Chinese consumers' wine socialisation, current wine behaviour and perceptions of wine Joanna Fountain and Zhu Mingfang 5. Store image perception of retail outlets for wine in China Armando Maria Corsi, Justin Cohen and Larry Lockshin 6. Wine consumption in China: Regional differences in territorial brand perceptions David Menival and Huai Yuan Han 7. Wine purchasing behaviour in China Hongbo Liu and Breda McCarthy Part 3 Markets and Distribution 8. David versus Goliath: Market Entry Strategies of small and medium sized wine estates Jon Hanf and Peter Winter 9. The Chinese wine market - An analysis of wine distribution channels in a highly competitive market Tatiana Bouzdine-Chameeva, Jon H. Hanf and Wenxiao Zhang 10. Relationship Quality between Portuguese Wine producers and Chinese distributors: insight and recommendations Sandra Maria Correia Loureiro and Namércio Cunha 11. Rough Seas Ahead: Quality Concerns for China-Bound Wine Shipments Tom Atkin and Susan Cholette Part 4 China in the wider world of wine 12. Chinese foreign investment in wine production: a comparative study of the Bordeaux region in France and Western Australia Louise Curran and Michael Thorpe 13. Wine as a dimension of city image: preferences of Chinese tourists for an old world wine destination Roberta Capitello, Lara Agnoli, Steve Charters and Diego Begalli Part 5 Final reflections 14. Practice viewpoint: The Chinese way Bianca Mazzinghi 15. Twenty years of wine in China Prof. Fang

• ISBN: 978-0-08-100754-9
• Editorial: Chandos Publishing
• Encuadernacion: Cartoné
• Páginas: 334
• Fecha Publicación: 01/12/2016
• Nº Volúmenes: 1
• Idioma: Inglés