Quotation Wen, Haitao, Tong, Jian, Shun, Yao. 2010. The Demand Chain Management for "New World" Winery: Key Features of Chinese Wine Market. In 2010 International Conference of Logistics Engineering and Management (ICLEM) 2010: Logistics for Sustained Economic Development © 2010 ASCE, Hrsg. Zhang Xiaoqiang, 4382-4388. Chengdu: American Society of Civil Engineers.


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Abstract

Purpose - This paper illustrates an investigation of wine demand chain management. It explores what influence does the different consumer prefer, consumer behavior and traditional culture have on the wine-buying decisions in China, aiming to design a demand chain for new world wineries entering the Chinese wine market. Design/methodology/approach - This paper draws its conclusions based upon a literature review including desk-based research from many organizations and researchers. The proposed quality function deployment (QFD) approach provides a midway to designers of the demand chain and helps the wineries to build a system for entering and developing the wine market in China. Findings -Obvious advantages of new world wine are rational price, scale operation, and popular taste. Among all links of the demand chain, consumer segments, pricing, and promotion are key to the success of the demand chain for new world winery. Originality/value -This paper is probably the first attempt to present a systematic Demand Chain Management in China for new world wineries and provide a framework that guides the wineries to improve the strategic demand in China. Research limitations/implications - Researcher put more emphasis on consumer demand and ignore other links of demand chain.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Contribution to conference proceedings
Language English
Title The Demand Chain Management for "New World" Winery: Key Features of Chinese Wine Market
Title of whole publication 2010 International Conference of Logistics Engineering and Management (ICLEM) 2010: Logistics for Sustained Economic Development © 2010 ASCE
Editor Zhang Xiaoqiang
Page from 4382
Page to 4388
Location Chengdu
Publisher American Society of Civil Engineers
Year 2010
ISBN 978-0-7844-1139-1
URL http://cedb.asce.org/cgi/WWWdisplay.cgi?270377

Associations

People
Wen, Haitao (Former researcher)
Tong, Jian (Former researcher)
External
Shun, Yao (China)
Organization
Institute for Transport and Logistics Management (Details)
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