中国在葡萄酒行业在全球竞争中的作.pdfVIP

C ASE REPORT China’s role in global competition in the wine industry: A new contestant and future trends Darryl J Mitry1,2 David E Smith2,3 Per V Jenster3,4 1Norwich University, Graduate School Faculty, Northfield, VT, USA; 2National University, San Diego, California, USA; 3Copenhagen Business School, Copenhagen, Denmark; 4China Europe International Business School, Shanghai, People’s Republic of China Abstract: The producers in the wine industry are competing in an increasingly global marketplace. More speci?cally this article is interested in China’s wine market and the role of China in global competitive strategies. The phenomenal growth of the Chinese economy over the past decade has encouraged international suppliers to enter the Chinese market. International wine suppliers lust after a huge potential market in a country of over 1,300,000,000 people. Simultaneously, there has also been a signi?cant growth of production and marketing of wines by Chinese-owned wineries. This contribution explores the implications of China’s marketplace and also China as a creative and strategic producer. Keywords: China, wine, competition Correspondence: David E Smith National University, San Diego, California, USA Tel +1 949 786 6361 Email dsmith8@ “To make intelligent investments within your organization, you need to understand how your whole industry is changing.”1 Competition through strategic marketing Modern strategic marketing is a relatively new concept in the wine industry, as not only a subject for academic research, but also in the diffusion of modern methods into industry practice. During the early 1990s the industry began to transition from traditional supply-driven production to market-orientated business models of consumer demand.2 The suppliers who were ?rst to recognize these changes have enjoyed tremendous growth and have often become the high volume producers.3 These high volume producers have developed systematic marketing strategies. Such suppliers have creat