연구논문(硏究論文): 소비가치와 와인선택속성의 관계 연구 -중국와인소비자를 중심으로-

• 영문명: A Study on the Relation between Consumption Value and Wine Selection Attributes in China Market
• 발행기관: 한국외식경영학회
• 저자명: 고재윤(Ko Jae Youn) 만명봉(Wan Ming feng) 이수백(Li Xiu bai)
• 간행물 정보: 『외식경영연구』14권 4호, 235~252쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.10.30

영문 초록

This study aims at empirically analyzing the relations between wine selection attributes and consumption value. Firstly, the study tries to divert the perception on the wine selection attributes and understand the significance of it in China. Secondly, it identifies causal relationship between consumption value and wine selection attributes through reviewing previous literature. Lastly, identifying the favorable wine selection attributes among wine consumers would further develop wine sales. The main findings of this study can be summarized as the follows: Firstly, consumption value and wine selection attributes have significant relationship. Consumers pursuing emotional value prefer the brand and grade factor rather than the products per se. Secondly, the Chinese consumers have been analyzed to have a preference for French wine and red wine. Thus, wine marketers should consider various factors such as recommendation of wine sellers, trade magazine, wine professional and taste, aroma, preference and harmony with cuisine to better cater to the needs of Chinese consumers.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사설계

Ⅳ. 실증분석결과

Ⅴ. 결론

참고문헌

키워드

Consumption value Wine selection attributes China market