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Le Marche Mondial Du Vin Et Les Nouvelles Orientations Du Marketing

Author

Listed:
  • Epuran Gheorghe

    () (Université de Bacau, Faculté de Sciences Economiques)

Abstract

Le marché mondial du vin est caractérisé par un développement sans précédent en ce qui concerne la production, mais aussi l'aire géographique qu'il comprend. La surproduction qui a tendance à dégénérer en une crise est due premièrement à l'apparition de nouveaux acteurs sur ce marché, c'est-à-dire les pays du nouveau monde du vin: les Etats-Unis, le Chili, l'Afrique de Sud, l'Australie. Dans ce contexte, les grands producteurs traditionnels de l'Europe sont soumis à une forte pression concurrentielle aussi bien sur leurs marchés qu'à l'extérieur. Même si en matière d'image et de notoriété les vins de ces pays sont restés encore très connus, les pays du nouveau monde des vins ont réussi, par un marketing "à l'américain", à pénétrer en force sur plusieurs marchés, inclusivement sur les pays qui étaient pas traditionnellement consommateurs de vins (la Russie, la Chine, etc.).

Suggested Citation

  • Epuran Gheorghe, 2008. "Le Marche Mondial Du Vin Et Les Nouvelles Orientations Du Marketing," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 4(1), pages 861-865, May.
  • Handle: RePEc:ora:journl:v:4:y:2008:i:1:p:861-865
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    File URL: http://steconomice.uoradea.ro/anale/volume/2008/v4-management-marketing/157.pdf
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    More about this item

    Keywords

    Marché; vin; offre; demande; marketing; distribution; marque;

    JEL classification:

    • E00 - Macroeconomics and Monetary Economics - - General - - - General
    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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