中国葡萄酒市场与西班牙葡萄酒对华销售分析——以托雷斯中国为例

Song Yujia
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摘要

目的:为了寻找西班牙葡萄酒在中国开拓更广阔市场的方法,本文分析了西班牙葡萄酒在中国市场面临的机遇和威胁,以了解中国和西班牙葡萄酒市场,并分析了西班牙葡萄酒出口商如何向中国出口葡萄酒。方法:数据分析、文献检索和案例研究。中国和西班牙葡萄酒市场数据的主要来源是国际葡萄与葡萄酒组织(OIV)。对于这起案件的信息,托雷斯公司表示,这主要是从他们官网上发布的内容中获得的。结果:研究发现,西班牙葡萄酒在中国葡萄酒市场的主要竞争对手是法国、智利和澳大利亚。国家之间的经济关系和贸易政策对葡萄酒贸易有重大影响。此外,西班牙葡萄酒出口商需要关注中国市场的消费者特征,让西班牙葡萄酒为中国消费者塑造清晰的形象,结合多种线上和线下分销渠道,提高在中国市场的表现。局限性:本研究确定了影响西班牙葡萄酒出口到中国市场的不同因素,但缺乏更具体的数据,再加上信息,无法深入分析这些因素的不同重要程度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Analysis of the Chinese Wine Market and Sales of Spanish Wine to China: The Case of Torres China
Aim: With a view to finding a method for Spanish wine to open up a wider market in China, this paper analyses the opportunities and threats that Spanish wine faces in the Chinese market in order to understand the Chinese and Spanish wine market, and analyses how Spanish wine exporters export wine to China.

Methodology: Data analysis, bibliographical search and case study. The main source of data on the wine market in China and Spain was the International Organization of Vine and Wine (OIV). For the information on the case, the company Torres, this was obtained mainly from the content published on their official website.

Results: The study revealed that the main competitors of Spanish wine in the Chinese wine market are France, Chile and Australia. Economic relations and trade policies between countries have a major impact on the wine trade. In addition, Spanish wine exporters need to pay attention to consumer characteristics in the Chinese market, so that Spanish wine can create a clear image for Chinese consumers, combining multiple online and offline distribution channels to improve their performance in the Chinese market.

Limitations: The study identifies different factors that influence the export of Spanish wine to the Chinese market, but lacks more specific figures, coupled with information to be able to analyse in depth the different degrees of importance of these factors.
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