Akademische Arbeit aus dem Jahr 2010 im Fachbereich BWL -
Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule für
Wirtschaft und Recht Berlin, Sprache: Deutsch, Abstract: China is
turning into one of the world's largest, most lucrative food and
beverage markets. With a growing middle class, the demand for premium
lifestyle products is constantly increasing. A new generation of
consumers, typically located in urban areas, is emerging, with more
disposable income and a greater awareness and willingness to pay for
high quality, often imported products - including wine. Wine has become
"fashionable" as a symbol of social status and this trend is likely to
continue. Further, the health benefits associated with red wine in
particular, have convinced some consumers to switch from traditional
Chinese alcoholic beverages to grape wine. Although China traditionally
is a rice-wine-consuming country and unlike in many Western countries,
grape wine is considered a luxury product, the grape wine market has
grown rapidly since its emergence in the mid 1990s, with still wine
being the most lucrative. According to a recent survey, in 2009 the
Chinese wine market generated total revenues of US$ 7,2 billion which
constitutes a compound annual growth rate of 5,3% for the period from
2005 to 2009 . As wine consumption in China is closely related to
income, there is no end in sight to this positive trend.
