The Wine Value Chain in China - Consumers, Marketing and the Wider World (Hardcover)

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.

General

Imprint:	Chandos Publishing (Oxford) Ltd
Country of origin:	United Kingdom
Release date:	November 2016
First published:	2017
Authors:	Roberta Capitello
Editors:	Steve Charters • David Menival
Dimensions:	234 x 156 x 22mm (L x W x T)
Format:	Hardcover
Pages:	330
ISBN-13:	978-0-08-100754-9
Categories:	Books > Business & Economics > Economics > Development economics Books > Social sciences > Sociology, social studies > Social groups & communities > Urban communities Books > Business & Economics > Economics > International economics > General Books > Business & Economics > Industry & industrial studies > Manufacturing industries > Food manufacturing & related industries > General Promotions
LSN:	0-08-100754-X
Barcode:	9780081007549

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