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Attitudes towards Italian wine of practitioners in the Chinese distribution

Author

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  • Marchesini, Sergio
  • Huliyeti, Hasimu
  • Canavari, Maurizio
  • Farneti, Alessandro

Abstract

China’s economy has grown at an impressive rate after the integration into the global trading system (WTO) in 2001, a major turning point in the Chinese economic history. The opening policy has increased business opportunities for both local and foreign operators; however, in spite of the great appeal of such cooperation, many obstacles yet exist: language, culture, education, business practices, and industrial development. Food products supply and access to the market are mastered by a relatively small group of businessmen: international buyers, purchasing agents, retailers and representatives of large-scale distribution chains. The perception they have of a potential source country is a key factor for a successful market approach. The present study aims at understanding the attitudes of distribution practitioners in the Chinese market towards imported Italian quality wine, as well as the current communication, marketing, strategic and organizational advantages or deficiencies of Italian producers, compared to other European counterparts. The primary data were collected through personal interviews with key informants in Shanghai, Beijing and Guangzhou. Such information has been completed with an analysis of the existing literature, meetings with sector operators as well as with talks and presentations of experts attending the “International Workshop on Chinese Wine Market”, held in Beijing on August 8-10, 2007. The interviews have been administered as conversation-like dialogues, on the base of a semi-structured interview outline, providing also the framework for a qualitative content analysis. This paper is aimed at giving an insight on import and distribution of Italian wine in China, highlighting both positive and negative feedbacks on the effectiveness of marketing strategies of Italian wine trading companies.

Suggested Citation

  • Marchesini, Sergio & Huliyeti, Hasimu & Canavari, Maurizio & Farneti, Alessandro, 2007. "Attitudes towards Italian wine of practitioners in the Chinese distribution," DEIAgra Working Papers 6930, Alma Mater Studiorum - University of Bologna, Department of Agricultural Economics and Agricultural Engineering.
    • Handle: RePEc:ags:amdawp:6930
    DOI: 10.22004/ag.econ.6930
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    References listed on IDEAS

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    1. Shang-Jin Wei & Guanzhong James Wen & Huizhong Zhou (ed.), 2002. "The Globalization of the Chinese Economy," Books, Edward Elgar Publishing, number 2589.
    2. Jan Johanson & Jan-Erik Vahlne, 1977. "The Internationalization Process of the Firm—A Model of Knowledge Development and Increasing Foreign Market Commitments," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 8(1), pages 23-32, March.
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    Cited by:

    1. Ping Qing & Aiqin Xi & Wuyang Hu, 2015. "Self-Consumption, Gifting, and Chinese Wine Consumers," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 601-620, December.
    2. Qing, Ping & Hu, Wuyang, 2016. "Chinese Consumer Preference for Red Wine Attributes," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235477, Agricultural and Applied Economics Association.

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    More about this item

    Keywords

    International Relations/Trade; Marketing;

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q17 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agriculture in International Trade

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