| 中国宏大的生齿和对于对外商业愈来愈有益的年夜情况，使它为东方企业供给了很多机会。在这几年，因为葡萄酒久长以来的产量多余，和就花费行动而言的市场变更，法国一向面对着构造上的危机，因此中国确切为法国葡萄酒供给了一个重要的发卖渠道。本文的写作目标在于剖析法国葡萄酒在中国分销的主要胜利身分，而且构成与之相干的进入市场和市场成长的基本不雅念。为了肯定这些身分的界说，我们将在中国从事出口葡萄酒行业中的一些企业，作为代表做了一次定性的调研。研究的成果显示：它们呈一种以“微型公司”为主，看重信用，且疏散于中国市场为特色，从而得出最主要的胜利身分与其文明和地舆身分相干。所谓的信用，是指生意来往须要它，花费者对于产物自己异样也须要树立这类信用。而对于法国葡萄酒来讲，法语论文题目，这类信用的树立会加倍轻易。很多中国人对于酒文明常识的缺少，法语论文题目，国际葡萄酒市场的主导位置和中国人对于国外葡萄酒品牌的不知晓，招致了本国葡萄酒临盆商和分销商在进入中国市场时的定位艰苦。是以，较好的进入中国市场的战略应当聚焦一个地域性市场，经由过程某种产物转达好的价值效应，以传统的产区为基本或运用品牌的办法，加以流传。 Abstract: China's vast population and a foreign business has become more and more beneficial conditions to make it Oriental company offers a lot of opportunities. In the past few years, because wine for a long time the yield of excess, and takes action in terms of market change, France always face face the crisis of structure. Therefore, the exact to the French wine supply the an important sales channels. The purpose of this paper is to analyze the main factors of victory of the distribution of French wine in China, and constitute the basic concept of the development of the market and the market. To confirm the identity of the definition, we will in China engaged in exports of wine industry in some of the company, as the representative made a qualitative study. The results of the study show that: they are a "micro enterprise", the value of credit, and the evacuation of the Chinese market as a feature, so as to draw the most important factor in the success of its cultural and geographical identity. The so-called credit, is refers to the business needs it, the consumer on the product itself also need to establish this kind of credit. And about French wine, this kind of credit the establishment can be more easily. Many Chinese people lack of a culture of wine knowledge, the dominant position of the international wine market and Chinese of foreign wine brands do not know, incurring the domestic wine producers and distributors hard to enter the Chinese market positioning. Is, better to enter the Chinese market strategy should focus on a regional market, through the process of a product convey a good effect of value, basic or applied brand approach to traditional areas, to be spread. 目录: Abstract 5 1. Introduction 10-14 1.1. Research Background and Motivations 10-11 1.2. Definition of the Research Question 11 1.3. Objective and Topicality of the Research Question 11 1.4. Main Concepts 11-12 1.5. Work Process and Limits 12-13 1.6. Outline 13-14 2. Overview of the Chinese Wine Market 14-23 2.1. Consumption:a huge potential 14-19 2.2. Competition:the challenge 19-23 3. Review of the Critical Success Factors 23-47 3.1. Mastering its Presence over the Market 24-31 3.2. The need to segment 31-35 3.3 A Participative Promotion 35-39 3.4. Increasing Value through the Product Origin 39-42 3.5. Increasing Value through the Product Packaging 42-47 4. Research Methodology 47-50 4.1. Objective 47 4.2. Method of Data Collection 47-48 4.3. Sample Description 48-50 5. Conclusion 50-55 5.1. Research Results 50-53 5.2. Recommendations and Perspectives 53-55 Bibliography 55-58 Appendix 1 58-59 Appendix 2 59-60 Acknowledgements 60-61 卷内备考表 61 |
