French wine enjoys a good reputation, compared with wine from other parts of the world and with prices generally much more affordable. The China market was previously price-oriented. There is a saying which was regarded with favor: the more expensive the wine is, the better quality it has. This gives opportunities to famous brands like Château Lafite.
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Nowadays, increasing numbers of Chinese start wine-tasting and enjoy imported wine. All kinds of wine are slowly getting into the Chinese market but the consumption is still dominated by red wine. Sometimes French wine is considered as a luxury product in China that is not yet accepted by everyone. Therefore, French brand needs marketing to make their products recognized by distributors and new consumers. If a well-known wine with a good brand image will be easy to sell, however, for an unknown wine the task will be harder. This paper will focus on French wine through a qualitative and quantitative research to analyse the consumer behavior, examine the driving forces and research key success factors for French wine marketing on the Chinese market. Hence, it can provide useful marketing strategies to French wineries.
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BUSZZ@Ressources en ligne - Université de Strasbourg
