The Italian Wine Entering In The Chinese Market

The wine industry is one of the main actor of the Italian export economy, in fact was the only one sector that in 2010 was not in recession. In this paper I will analyze the Italian industry with the possibility that this business has to be successful in the Chinese market.China represents the hugest market in the world and it is important to understand how to enter in this market and how to approach to the customer, because it is completely different from the western countries, and it is important now for the Italian companies to improve their relation with PRC in order to became one of the main partner and to take advantage from this relations.In this thesis I will analyze the Chinese competition, the international competition, the wine market and the customer behavior in this field, and I will focus mainly on the Italian wine analysis.I choose to develop this topic because I am interested in the food and beverage field, and I have a passion for the Italian wine. My goals is to find the main problem that the wine industry have here in China, I will try to understand the mistake and the wrong action that the Italian companies do entering in this market and I will give some advice to improve their ranking as exporter.