Chinese wine industry and marketing strategies: The case of Nanshan winery

According to the latest VINXPO global wine market report, the wine consumption in China in 2006-2010 has increased by more than 100%, which is about 1.156 billion bottles. It is well expected that by 2014 China will be the sixth largest wine consumption country in the world, and the total sales amount will reach 6 billion dollars. Chinese market has not only great development potential, but also vast profit spaces. The Chinese alcoholic drinks market has long been dominated by distilled spirits and beers. Wine becomes widely accepted by only very recent years. Although the Chinese wine market has achieved significant progress, it is still far from mature. Under a background of ever-increasing competition in Chinese wine market, the wine producers can only survive and make further development in case they have a sound knowledge of market environment, study well consumer behavior, and set appropriate marketing strategies. This thesis makes a case study of winery marketing strategies and raises suggestions on the existing problems of the winery in reference, based on a thorough research of Chinese wine market characteristics, wine consumer behaviors, and the marketing strategies in general in practice