Reading keys in the communication of wine in China. Wine marketing strategies

Bibliographic Details
Main Author: Trotta, Alessandro
Publication Date: 2015
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10400.5/12221
Summary: Mestrado Vinifera Euromaster - Instituto Superior de Agronomia - UL
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spelling Reading keys in the communication of wine in China. Wine marketing strategieswinemarketingChinaMestrado Vinifera Euromaster - Instituto Superior de Agronomia - ULThe wine market in China is currently the most attractive one because of its prospect of economic growth in volumes of consumption and trends during several years of promotion of wine in the Chinese market as a product, which expresses territoriality and authenticity. It has been realized that the classic marketing tools do not work, as they should. The market today is partially unstable and unpredictable. The aim of this research is to find ways of marketing and promotion functional for the Chinese market. The objective of the research is to identify guidelines and directions to optimize functional communicative content in the produced wine, which can transmit the added value that makes the product stable in the cultural imagination. The method of research is based in part on an analysis of bibliographic data, with the reclassification of the weak points of communication and potential adaptations of language for a culture very different from that of Western Europe. A questionnaire on quality samples was proposed during a trip in China. The respondents were the main wine journalists, importers, caterers and distributors in China. The questionnaire was distributed during the event of the Consortium of “Carignano del Sulcis” in Shanghai. The interviewees were asked which product they liked most highlighting features and details which could catch their clients’ interest. The third part of the research is based on an experimental study with the French magazine "Revue du Vin de France", the leading trade magazine in China. The managing editor and two senior class journalists has represented the magazine. The RVF group made a trip to several wineries in different Italian regions (Alto Adige, Veneto, Umbria and Marche) tasting their wines. A questionnaire has been studied for the journalists that could collect fees impressions, preferences, vision and communicative functionality of the wineries visited. The results obtained by this magazine during the last decade prove that the Chinese consumer market has been largely dominated by French brands. The communicative filters seem to be one of the keys on the process of transformation in the language of communication of the wine. The newspaper and the readers have a strong correspondence, this leads to identify new trends and tastes. The synergistic analysis of various experiments leads to an apparent complexity to matching the results of the experiments. This complexity is described as a list of warnings and directions that can be used as multipliers of the normal marketing tools. In particular the result involving in four different topics: the verbal communication, the promotion strategies, the perception of the graphic impact to the Chinese client and the practical strategies to fit in the marketISA-ULMassaglia, StefanoRepositório da Universidade de LisboaTrotta, Alessandro2016-09-26T16:09:20Z20152015-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.5/12221TID:203738446engTrotta, A. - Reading keys in the communication of wine in China. Wine marketing strategies. Lisboa: ISA, 2015, 109 p.info:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2025-03-17T16:06:03Zoai:repositorio.ulisboa.pt:10400.5/12221Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-29T04:02:42.652863Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Reading keys in the communication of wine in China. Wine marketing strategies
title Reading keys in the communication of wine in China. Wine marketing strategies
spellingShingle Reading keys in the communication of wine in China. Wine marketing strategies
Trotta, Alessandro
wine
marketing
China
title_short Reading keys in the communication of wine in China. Wine marketing strategies
title_full Reading keys in the communication of wine in China. Wine marketing strategies
title_fullStr Reading keys in the communication of wine in China. Wine marketing strategies
title_full_unstemmed Reading keys in the communication of wine in China. Wine marketing strategies
title_sort Reading keys in the communication of wine in China. Wine marketing strategies
author Trotta, Alessandro
author_facet Trotta, Alessandro
author_role author
dc.contributor.none.fl_str_mv Massaglia, Stefano
Repositório da Universidade de Lisboa
dc.contributor.author.fl_str_mv Trotta, Alessandro
dc.subject.por.fl_str_mv wine
marketing
China
topic wine
marketing
China
description Mestrado Vinifera Euromaster - Instituto Superior de Agronomia - UL
publishDate 2015
dc.date.none.fl_str_mv 2015
2015-01-01T00:00:00Z
2016-09-26T16:09:20Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.5/12221
TID:203738446
url http://hdl.handle.net/10400.5/12221
identifier_str_mv TID:203738446
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Trotta, A. - Reading keys in the communication of wine in China. Wine marketing strategies. Lisboa: ISA, 2015, 109 p.
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv ISA-UL
publisher.none.fl_str_mv ISA-UL
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
_version_ 1833601923212640256

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