Interpretation keys in the process of sensitization and education of the Chinese consumer as to the consumption of wine

¹ Università di Torino, DISAFA, Largo Paolo Braccini, 2, 10095 Grugliasco (TO), Italy
² BS Business Strategies, via De’ Bardi, 28, 50125 Firenze, Italy

Abstract

China’ wine consumption has ever and ever increased during the last decade but there are still difficulties in the communication of this product. This is caused by the great social, cultural and economical diversities among Chinese themselves and between eastern and western culture. In fact, the diversities between the population of urban areas of greater development and the rural ones and the differences between the profound and radical eastern culture and the western culture outline a very different consumer-type compared to the western one. For this reason, for years, the marketing strategies in the wine sector have not brought about the attended results. The Chinese wine consumer reveals much instability caused by cultural reasons, which have emerged in this work, joined by an experimental analysis that could bring into light reliable evaluative results. The output of the analysis of these results is a list of interpretation key points that can be used as a tool to improve the education and the communication towards Chinese wine consumer.