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題名 中國對法國葡萄酒的渴望分析: 論關係在中國商業和社會中的強大影響力
An analysis of the thirst for French wines in China: The powerful impact of guanxi in Chinese business and society作者 絲利阿
Bourdel, Celia貢獻者 冷則剛
Leng, Tse-Kang
絲利阿
Celia Bourdel關鍵詞 酒品市場
關係
消費者行為
來源國效應
中國
Wine market
Guanxi
Consumer behavior
Country of origin effect
China日期 2019 上傳時間 7-八月-2019 16:22:08 (UTC+8) 摘要 This thesis will first provide an overview about the reasons behind the recent thirst for grape wine in China. My goal by doing this overview is to prove why it is strongly believed both by researchers and businesses that China has the potential to become the biggest export market for international wine producers and –traders, both in volume and value sales in Asia. A decade ago, the Chinese barely purchased French wines. Nevertheless, today French Wines have become the main lead in Chinese imported fine wine market. This master thesis goal will be to apprehend the reasons behind that trend, thanks to previous research about country of origin’s effect, the impact of wine education and the recent anti-corruption campaign in China. Focusing on Bordeaux strategy to enter Chinese wine market, this master thesis will demonstrate how guanxi is still a key aspect of China’s culture, not to be disregarded when doing business in China. But also, how the cultivation of guanxi is fueling the long-term growth of wine consumption in China. This study finds that Bordeaux wines have promoted their wines through face-to-face exchanges with Chinese elite instead of using mass communication to impact Chinese consumers. A unique decision proving that guanxi may be the most effective public relations strategy for luxury brands targeting China! 參考文獻 Alaimo K. (2014): “Public Relations as Personal Relationships: How Top Bordeaux Wines are promoted in China”Anderson P.M. & He X. (1998): “Price influence and age segments of Beijing consumers”, Journal of Consumer Marketing.Balestrini, P. & Gamble, P. (2006): “Country-of-origin effects on Chinese wine consumers”. British Food JournalBjerén, G (1992): “Drinking and masculinity in everyday Swedish culture”.Bobik, M (2010): “China Wine Industry. A brief history, facts and figures” ~ abstractsBobik, M. (2014): “Thirst for Wine – Inside China’s Wine Industry: The Success Factors of Marketing” Wine in China”Breherton P. & Carswell P., (2001): “Market Entry Strategies for Western Produced Wine into the Chinese Market”, Journal of Wine MarketingCamillo A.A. (2012): “A strategic investigation of the determinants of wine consumption in China”, International Journal of Wine Business ResearchCampbell G. & Guibert N. (2007): “Wine, Society and Globalization: Multidisciplinary perspectives on the wine industry” ~ Chapter 9. Domestic Demand and Export Imperatives for French and Australian Wines: A Historical OverviewChee H. & West C. (2007): Myths about doing business in China. ~ Chapter 6. Guanxi is a time-consuming sideshow to the real business of business.Cheng, M (2017): “ecommerce in China—the future is already here”Chi Z. & Seock-Jin H. (2017): “The China Business Model” ~ Part I. Management and culture ~ Chapter 2. Guanxi culture, how it affects the business model of Chinese firmCosta-Font M. & Revoredo-Giha C. (2019): “Introduction of New Food Products in China: Is There a Trend towards Healthier and Safer Products?” Article from the Land Economy, Environment and Society Research Group of Scotland’s Rural College (SRUC)Dawson, J. (2013): “Retailer activity in shaping food choice. Food Quality and Preference”Heath D.B. & Cottino A. (1995): “International Handbook on Alcohol and Culture”Hivon, M. (1994): “Vodka: The ‘spirit’ of exchange”, Cambridge AnthropologyHu H.C. (1944): `The Chinese concepts of ‘face’`, American AnthropologistHu X., Li L., Xie C. & Zhou, J. (2008): “The effects of country-of-origin on Chinese consumers` wine purchasing behavior”. Journal of Technology Management in ChinaJin, W. (2004): “The forecast of wine market in China”. SINO-Overseas Grapevine and WineLi Y. & Bardaji I. (2009): “A new wine superpower? An analysis of the wine industry”Li J., Jia J., Taylor, D., Bruwer, J. & Li, E. (2011): “The wine drinking behavior of young adults: an exploratory study in China”. British Food JournalLiu F. & Murphy J. (2007): “A qualitative study of Chinese wine consumption and purchasing”, International Journal of Wine Business ResearchLoizos P. & Papataxiarchis E. (1991): “Contested identities: gender and kinship in modern Greece”McKinsey Insights China (2010): “Annual Chinese Consumer Study: Digital nation on the rise: Profiting from China’s Internet revolution”McKinsey Quaterly (2010): “The Internet in China: China’s new pragmatic users”Mora, P. (2016): “Wine Positioning: A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World” (Management for Professionals) ~ Chapter 2. Understanding consumer behavior & Chapter 3 Identity, Segmentation, Positioning. 3.4 Wine and Family Lifestyle (p.36)Nagashima A. (1970): “A comparison of Japanese and US attitudes toward foreign products”Nahoum-Grappe, V. (1995): “International Handbook on Alcohol and Culture”Noppé, R. (2012): “Rise of the Dragon: The Chinese Wine Market”, Master Thesis, Cape Wine Academy, South Africa.Papadopoulos N. & Heslop L. (1993): “Product-country images: impact and role in international marketing”Papagaroufali E. (1992): “Uses of alcohol among women: Games of resistance, power and pleasure. Alcohol, Gender and Culture”.Piron F. (2000): “Consumers’ perceptions of the country-of origin effect on purchasing intentions of (in) conspicuous products”, Journal of Consumer MarketingQiu H.Z., Yuan J., Ye B.H., Hung K. (2013): “Wine tourism phenomena in China: an emerging market”. International Journal of Contemporary Hospitality ManagementSeidemann V., Atwal G. & Heine K. (2017): “The Wine Value Chain in China” ~ Part II Consumers ~ Chapter 4. Gift culture in China: Consequences for the Fine Wine SectorSIRC Social Issue Research Center (March 1998): “Social & Cultural Aspects of Drinking - A Report to the European Commission” ~ Introduction, Chapter 3. Rules and regulationsSomogyi S., Li E., Johnson T., Bruwer J. & Bastian S. (2011): “The underlying motivations of Chinese wine consumer behavior”. Asia Pacific Journal of Marketing and LogisticsTalukdar D., Sudhir K., Ainslie A. (2002): “Investigating new product diffusion across products and countries”. Marketing ScienceTsang E.W.K. (1998): “Can guanxi be a source of sustained competitive advantage for doing business in China?”USDA Foreign Agriculture Service (2012) “Marketing U.S. Wine in China.”Westermeyer, J. (1985): “Hmong drinking practices in the United States: The influence of migration. In L.A. The American Experience with Alcohol: Contrasting Cultural Perspectives”.Wine Intelligence (2012): “Who will be the winners in China’s “Wine Market 2.0”?”Wong N.Y. & Ahuvia A.C. (1998): “Personal taste and family face: Luxury consumption in Confucian and western societies”, Psychology MarketingYu Y., Sun H., Goodman S., Chen S. & Ma H. (2009): “Chinese choices: a survey of wine consumers in Beijing”. International Journal of Wine Business ResearchZhang, A., Shen, H., & Jiang, H. (2009): “Culture and Chinese public relations: A multimethod “inside out” approach”. Public Relations ReviewZhai F.Y. (2014): “Dynamics of the Chinese diet and the role of urbanicity, 1991–2011”. 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
107933063資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107933063 資料類型 thesis dc.contributor.advisor 冷則剛 zh_TW dc.contributor.advisor Leng, Tse-Kang en_US dc.contributor.author (作者) 絲利阿 zh_TW dc.contributor.author (作者) Celia Bourdel en_US dc.creator (作者) 絲利阿 zh_TW dc.creator (作者) Bourdel, Celia en_US dc.date (日期) 2019 en_US dc.date.accessioned 7-八月-2019 16:22:08 (UTC+8) - dc.date.available 7-八月-2019 16:22:08 (UTC+8) - dc.date.issued (上傳時間) 7-八月-2019 16:22:08 (UTC+8) - dc.identifier (其他 識別碼) G0107933063 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124806 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 107933063 zh_TW dc.description.abstract (摘要) This thesis will first provide an overview about the reasons behind the recent thirst for grape wine in China. My goal by doing this overview is to prove why it is strongly believed both by researchers and businesses that China has the potential to become the biggest export market for international wine producers and –traders, both in volume and value sales in Asia. A decade ago, the Chinese barely purchased French wines. Nevertheless, today French Wines have become the main lead in Chinese imported fine wine market. This master thesis goal will be to apprehend the reasons behind that trend, thanks to previous research about country of origin’s effect, the impact of wine education and the recent anti-corruption campaign in China. Focusing on Bordeaux strategy to enter Chinese wine market, this master thesis will demonstrate how guanxi is still a key aspect of China’s culture, not to be disregarded when doing business in China. But also, how the cultivation of guanxi is fueling the long-term growth of wine consumption in China. This study finds that Bordeaux wines have promoted their wines through face-to-face exchanges with Chinese elite instead of using mass communication to impact Chinese consumers. A unique decision proving that guanxi may be the most effective public relations strategy for luxury brands targeting China! en_US dc.description.tableofcontents 1. Introduction 12. Literature review 52.1. A brief story about the origin of alcohol and the impact of cross-cultural rules on drinking in China 52.1.1. The origin of the need for alcohol 52.1.2. A brief history of wine in China 62.1.3. Key cross-cultural social norms on consumer behavior of alcoholic beverages 72.2. Behind the thirst for French imported wine in China 162.2.1. An emerging demand for wine resulted of government regulations, economic growth and renewed consumers 162.2.2. The thrive of French imported wines in China 273. An Analysis of the strategy behind the thrive of Bordeaux wines in China 383.1. Back ground information 383.2. Research Methodology 413.3. How Top Bordeaux Wines penetrated China’s fine wine market using a multidimensional guanxi strategy 423.3.1. Private Dinners 433.3.2. Diplomacy, Cultural Exchange and Wine Education 443.3.3. Media Outreach, Digital & Advertising 473.3.4. Wine Labels and Packaging 493.4. Discussion of findings & Analysis 504. Conclusion 635. Reference 686. Appendix 72 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107933063 en_US dc.subject (關鍵詞) 酒品市場 zh_TW dc.subject (關鍵詞) 關係 zh_TW dc.subject (關鍵詞) 消費者行為 zh_TW dc.subject (關鍵詞) 來源國效應 zh_TW dc.subject (關鍵詞) 中國 zh_TW dc.subject (關鍵詞) Wine market en_US dc.subject (關鍵詞) Guanxi en_US dc.subject (關鍵詞) Consumer behavior en_US dc.subject (關鍵詞) Country of origin effect en_US dc.subject (關鍵詞) China en_US dc.title (題名) 中國對法國葡萄酒的渴望分析: 論關係在中國商業和社會中的強大影響力 zh_TW dc.title (題名) An analysis of the thirst for French wines in China: The powerful impact of guanxi in Chinese business and society en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Alaimo K. (2014): “Public Relations as Personal Relationships: How Top Bordeaux Wines are promoted in China”Anderson P.M. & He X. (1998): “Price influence and age segments of Beijing consumers”, Journal of Consumer Marketing.Balestrini, P. & Gamble, P. (2006): “Country-of-origin effects on Chinese wine consumers”. British Food JournalBjerén, G (1992): “Drinking and masculinity in everyday Swedish culture”.Bobik, M (2010): “China Wine Industry. A brief history, facts and figures” ~ abstractsBobik, M. (2014): “Thirst for Wine – Inside China’s Wine Industry: The Success Factors of Marketing” Wine in China”Breherton P. & Carswell P., (2001): “Market Entry Strategies for Western Produced Wine into the Chinese Market”, Journal of Wine MarketingCamillo A.A. (2012): “A strategic investigation of the determinants of wine consumption in China”, International Journal of Wine Business ResearchCampbell G. & Guibert N. (2007): “Wine, Society and Globalization: Multidisciplinary perspectives on the wine industry” ~ Chapter 9. Domestic Demand and Export Imperatives for French and Australian Wines: A Historical OverviewChee H. & West C. (2007): Myths about doing business in China. ~ Chapter 6. Guanxi is a time-consuming sideshow to the real business of business.Cheng, M (2017): “ecommerce in China—the future is already here”Chi Z. & Seock-Jin H. (2017): “The China Business Model” ~ Part I. Management and culture ~ Chapter 2. Guanxi culture, how it affects the business model of Chinese firmCosta-Font M. & Revoredo-Giha C. (2019): “Introduction of New Food Products in China: Is There a Trend towards Healthier and Safer Products?” Article from the Land Economy, Environment and Society Research Group of Scotland’s Rural College (SRUC)Dawson, J. (2013): “Retailer activity in shaping food choice. Food Quality and Preference”Heath D.B. & Cottino A. (1995): “International Handbook on Alcohol and Culture”Hivon, M. (1994): “Vodka: The ‘spirit’ of exchange”, Cambridge AnthropologyHu H.C. (1944): `The Chinese concepts of ‘face’`, American AnthropologistHu X., Li L., Xie C. & Zhou, J. (2008): “The effects of country-of-origin on Chinese consumers` wine purchasing behavior”. Journal of Technology Management in ChinaJin, W. (2004): “The forecast of wine market in China”. SINO-Overseas Grapevine and WineLi Y. & Bardaji I. (2009): “A new wine superpower? An analysis of the wine industry”Li J., Jia J., Taylor, D., Bruwer, J. & Li, E. (2011): “The wine drinking behavior of young adults: an exploratory study in China”. British Food JournalLiu F. & Murphy J. (2007): “A qualitative study of Chinese wine consumption and purchasing”, International Journal of Wine Business ResearchLoizos P. & Papataxiarchis E. (1991): “Contested identities: gender and kinship in modern Greece”McKinsey Insights China (2010): “Annual Chinese Consumer Study: Digital nation on the rise: Profiting from China’s Internet revolution”McKinsey Quaterly (2010): “The Internet in China: China’s new pragmatic users”Mora, P. (2016): “Wine Positioning: A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World” (Management for Professionals) ~ Chapter 2. Understanding consumer behavior & Chapter 3 Identity, Segmentation, Positioning. 3.4 Wine and Family Lifestyle (p.36)Nagashima A. (1970): “A comparison of Japanese and US attitudes toward foreign products”Nahoum-Grappe, V. (1995): “International Handbook on Alcohol and Culture”Noppé, R. (2012): “Rise of the Dragon: The Chinese Wine Market”, Master Thesis, Cape Wine Academy, South Africa.Papadopoulos N. & Heslop L. (1993): “Product-country images: impact and role in international marketing”Papagaroufali E. (1992): “Uses of alcohol among women: Games of resistance, power and pleasure. Alcohol, Gender and Culture”.Piron F. (2000): “Consumers’ perceptions of the country-of origin effect on purchasing intentions of (in) conspicuous products”, Journal of Consumer MarketingQiu H.Z., Yuan J., Ye B.H., Hung K. (2013): “Wine tourism phenomena in China: an emerging market”. International Journal of Contemporary Hospitality ManagementSeidemann V., Atwal G. & Heine K. (2017): “The Wine Value Chain in China” ~ Part II Consumers ~ Chapter 4. Gift culture in China: Consequences for the Fine Wine SectorSIRC Social Issue Research Center (March 1998): “Social & Cultural Aspects of Drinking - A Report to the European Commission” ~ Introduction, Chapter 3. Rules and regulationsSomogyi S., Li E., Johnson T., Bruwer J. & Bastian S. (2011): “The underlying motivations of Chinese wine consumer behavior”. Asia Pacific Journal of Marketing and LogisticsTalukdar D., Sudhir K., Ainslie A. (2002): “Investigating new product diffusion across products and countries”. Marketing ScienceTsang E.W.K. (1998): “Can guanxi be a source of sustained competitive advantage for doing business in China?”USDA Foreign Agriculture Service (2012) “Marketing U.S. Wine in China.”Westermeyer, J. (1985): “Hmong drinking practices in the United States: The influence of migration. In L.A. The American Experience with Alcohol: Contrasting Cultural Perspectives”.Wine Intelligence (2012): “Who will be the winners in China’s “Wine Market 2.0”?”Wong N.Y. & Ahuvia A.C. (1998): “Personal taste and family face: Luxury consumption in Confucian and western societies”, Psychology MarketingYu Y., Sun H., Goodman S., Chen S. & Ma H. (2009): “Chinese choices: a survey of wine consumers in Beijing”. International Journal of Wine Business ResearchZhang, A., Shen, H., & Jiang, H. (2009): “Culture and Chinese public relations: A multimethod “inside out” approach”. Public Relations ReviewZhai F.Y. (2014): “Dynamics of the Chinese diet and the role of urbanicity, 1991–2011”. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU201900140 en_US
