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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… Read more
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Immediately download your ebook while waiting for your print delivery. No promo code needed.
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.
SC
He develops research projects and courses relevant to the wine business generally. His research interests include the relationship of wine to place, drinker perceptions of quality in wine, the mythology surrounding wine consumption, the motivation to drink, and the motivations and experience of the wine tourist. He is a member of the editorial board of the Journal of Wine Research, the British Food Journal and the International Journal of Wine Business Research and is one of only 300 members, worldwide, of the Institute of Masters of Wine.
DM
He is a consultant on the economical context of champagne and writes articles for the Champagne Viticole review. His academic research is mainly focused on the quality signals and value creation of wines, the creation and/or improvement of reputation, generational habits, and the impact of wine tourism on the future sales of wine. His current publications look at the role and the evolution of territorial brands in wine industry.
RC