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The Marketing of Italian Wine Brands in China: The ‘Mainstreaming’ Approach

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  • Han Lin
  • Ernesto Tavoletti

Abstract

Italian wine is well known all around the world for its long history, nice taste and outstanding quality. However, when trying to enter the Chinese market, Italian wine producers do not obtain the proper market share or high reputation that they deserve. Based on empirical research, this article will provide explanation on the reasons behind this phenomenon. The authors argue that a ‘mainstreaming process’ marketing strategy should be adopted by Italian wine brands when facing competition from both domestic and other foreign wine producers in China. Copyright CEEUN 2013

Suggested Citation

  • Han Lin & Ernesto Tavoletti, 2013. "The Marketing of Italian Wine Brands in China: The ‘Mainstreaming’ Approach," Transition Studies Review, Springer;Central Eastern European University Network (CEEUN), vol. 20(2), pages 221-237, October.
    • Handle: RePEc:spr:trstrv:v:20:y:2013:i:2:p:221-237
    DOI: 10.1007/s11300-013-0273-7
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    1. AfDB AfDB, . "Annual Report 2012," Annual Report, African Development Bank, number 461.
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    Cited by:

    1. Yuanbo Li, 2020. "Sustainable Drinking Bars in China: Evidence, Initiatives, and Guidelines Based on the 2030 Agenda," Sustainability, MDPI, vol. 12(2), pages 1-29, January.
    2. Ping Qing & Aiqin Xi & Wuyang Hu, 2015. "Self-Consumption, Gifting, and Chinese Wine Consumers," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 601-620, December.
    3. Marc Dressler & Ivan Paunovic, 2021. "A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation," Sustainability, MDPI, vol. 13(2), pages 1-17, January.
    4. Qing, Ping & Hu, Wuyang, 2016. "Chinese Consumer Preference for Red Wine Attributes," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235477, Agricultural and Applied Economics Association.

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    More about this item

    Keywords

    Marketing strategies; Mainstreaming process; Italian wine brands; M31;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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