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| Title: | 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 |
| Authors: | 絲利阿
Bourdel, Celia |
| Contributors: | 冷則剛
Leng, Tse-Kang
絲利阿
Celia Bourdel |
| Keywords: | 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 |
| Date: | 2019 |
| Issue Date: | 2019-08-07 16:22:08 (UTC+8) |
| Abstract: | 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! |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
107933063 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107933063 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU201900140 |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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