A hazai bormarketing aktuális kérdései

The growing role of the wine market is an important economic and cultural goal for our country, but at the same time, amidst domestic and international market changes, increasing global competition and natural challenges, it is a great challenge to develop a sectoral strategy based on stable foundations, yet flexible. The fundamental objective of our study is to identify the determining factors along which the determining strategic pillars of domestic wine marketing can be further strengthened. We adapted our primary research to the systematically processed aspects of current international and domestic studies along the determining strategic dimensions, the prominent role of wine tourism, and the changed consumer habits. The study summarizes the lessons and main conclusions of four semi-structured expert interviews involving domestic experts with significant experience in the field of wine. The interviews were conducted in person and by telephone, and after the content analysis, the factors that surfaced were synthesized in a comprehensive SWOT analysis. The results pointed out that regional cooperation that goes beyond individual producers and the implementation of a comprehensive, coordinated national wine marketing strategy are necessary, which effectively builds on the social and cultural dimension of wine, while being able to respond in a sustainable way to the constantly changing consumer habits that show slight differences from generation to generation. Based on the outlined options, the basic condition supporting entry into the domestic, but even more so international market, may be the maintenance of the research and variety breeding infrastructure, and the development and communication of a strategy based on its results. The role of central coordination, which fits into the ethical marketing guidelines, is particularly important because business and marketing activities serving the needs of individual generations must be approached in a differentiated manner, and all this must be implemented in cooperation with the integrated management of other sectors of strategic importance.