On The Development And Marketing Strategy Of China Grape Wine Industry

Grape wine is an international wine type, and a new generation wine in China. Recently, with the increase of China's per capita income and enhance of people's health awareness, regarded as a "rising sun industries," the Chinese wine sales are rising by about 10% annually. After joining the WTO, China wine industry has been fully integrated into the global competitive environment. In the new era of global economic integration, diversification of consumption and the internationalization of competition in the market, how to keep the stable and sustainable development of the wine industry in such a competitive environment, it is particularly important to develop effective marketing strategies, improve the overall level of the wine industry, grasp the market opportunities, expending domestic market share and exploiting the international market.According to the relevant theories of marketing and consumption economics, by using empirical and normative analysis methods, the paper analyses both the macro and micro environment which China's wine industry faces, reveals current situations and developing issues of our the industry. On the basis of the experience of other countries, the article proposes several related marketing strategy, which will make the healthy development of China's wine industry.There are six parts:The first chapter gives an elaboration on the background, purposes, significance of this paper, and also describes the research developments situation, research thoughts and methods, and the innovation points.The second chapter of the paper defines Grape Wine, and summarizes the marketing mixed theory and consumer behavior theory.The third chapter analyses the world's wine production and consumption changes, summarizes the development trends of the world wine industry and the success experience of the Australian wine industry.The fourth chapter clarifies marketing opportunities of wine industry in china, using SWOT analysis, to analyze the opportunities and threats existing in external environment and the strengths and weakness of resources in wine industry.The fifth chapter analyses the current situations and problems of our wine industry, it...