| Author: | Yang, Kun |
| Title: | Identifying the drivers of and barriers to wine consumption in China |
| Advisors: | Song, Haiyan (SHTM) Hung, Kam (SHTM) |
| Degree: | DHTM |
| Year: | 2021 |
| Subject: | Wine industry -- China Wine as an investment -- China Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | ix, 153 pages : color illustrations |
| Language: | English |
| Abstract: | China has become the second-largest economy in the world since began to open up and reform its economy in 1978 and growth in wine consumption has been part of the overall economic trend. China's consumption and consumer market are important links between the country and the world and wine consumption patterns has been experienced dramatic changes as well. This study carries out an investigation of the drivers and barriers of wine consumption in China from a comprehensive perspective involving market segmentation variables, consumption habits and behavioral variables, and wine market dynamics. A qualitative research methodology has been followed and data has been collected from 8 participants each from different backgrounds with appropriate knowledge regarding different aspects of the Chinese wine market on the supply and demand side through conducting interviews. The thematic analysis of the data has been performed for highlighting relevant themes related to the research questions. From the demand side, this study has sampled consumers with an experience of wine consumption in the Chinese market. Also, general managers and sommeliers of the luxury restaurants and hotels in the country have been included in the demand side. Overall, 8 participants are from the demand side. Alternatively, the market's supply side includes senior managers of wine-producing and distributing companies, importers, and distributors. There are a total of 8 participants on the supply side. The results have revealed several drivers and barriers to the Chinese wine market's supply and demand sides. For the supply side, the drivers include economic growth, research and development, skilled workforce availability, quality standardization policies, incentives to foreign companies, foreign wine imports, local authorities' enforcement of standardization policies, and diversity of the distribution channels. Alternatively, the barriers include economic shocks, quality limitations, ineffective branding, limited small business development, counterfeit activities, and anti-competitive activities. For the demand side, the drivers include increasing purchasing power, social status consciousness, gift-giving practices, education, wine knowledge, advertisements, relationship building, customer outreach, and marketing activities. However, the barriers include economic shocks, product prices and low-quality, wine knowledge limitations, counterfeit activities, social prohibitions, and health concerns. Therefore, stakeholders should take advantage of drivers and deal with barriers to achieving the growth of the Chinese wine market. This study has made a comprehensive analysis of the drivers and barriers of the supply and demand side of the Chinese wine market in the current context. The data provided by customers and analysis has also included the Covid-19 perspective, which is valuable for understanding the current perspective and the validation of the findings of the previous studies. These findings have practical implications for stakeholders in the market because they can focus on the major drivers to improve existing efforts and barriers to deal with factors causing limitations. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 6067.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.95 MB | Adobe PDF | View/Open |
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