二线葡萄酒庄电子商务策略的研究

发布时间：2018-02-26 02:05

本文关键词： 网站质量葡萄酒商业化电子商务 Cadillac Cotes de Bordeaux　出处：《华中科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：本文以Cadillac C tes酒庄为例，主要研究二线产区的酒庄适合采用电子商务战略的条件。在法国市场萎缩，消费减少的时候，发展电子商务变得日益迫切。实际上，消费模式已经发生改变。这不仅存在于如美国、日本和欧洲这样成熟的市场，，也存在于所谓的新兴市场中，如中国、印度和俄罗斯。然而，和很多产业一样，葡萄酒产业也是双层产业。很明显，有一些主要的品牌，例如特级红酒，依旧活跃在市场上。尽管国内市场销售量下降，但它们能够通过出口，在国外市场上繁荣发展。但是，由于很多酒庄无法承担这么多的成本，电子商务就成为了一个可行的替代方案。因为它花费很少的成本就能够接触到全球各地的大量潜在客户。为了真正发挥这一优势，必须掌握电子商务工具。首先，本文通过对电子商务和葡萄酒商业化的文献回顾，提出了研究的理论框架通过梳理电子商务的定义以及优缺点，定义了一个使网站具有电子服务质量的要素。针对红酒商业化，从不同的角度分析了葡萄酒市场，集中研究了网络销售模式，并且重点挖掘了网络消费者的葡萄酒消费习惯。最后，讨论了使葡萄酒商业化的主要决定因素：原产地名称。本文基于文献分析及消费者网络购买行为调查，对红酒原产地与消费者购买决策的关系进行了实证研究。选择了位于凯迪拉克阿摩尔波尔多产区的Birot葡萄酒酒庄作为研究对象，并从其互交网站的回复者中寻找该红酒的消费者。本文的研究目的是提出一个框架，使得处于二线产区的酒庄能依据这个框架从电子商务策略中得到最大利益。本文的研究贡献在于为葡萄酒酒庄成功地开展电子商务提出了一些建议。
[Abstract]:Taking Cadillac C tes Winery as an example, this paper mainly studies the suitable condition of adopting e-commerce strategy for the winery in the second line producing area. As the French market shrinks and consumption shrinks, it becomes increasingly urgent to develop e-commerce. In fact, consumption patterns have changed. This exists not only in mature markets such as the United States, Japan and Europe. They also exist in so-called emerging markets, such as China, India and Russia. However, like many other industries, the wine industry is also a two-tier industry. Obviously, there are some major brands, such as premium wines, that are still active in the market. Despite the decline in sales in the domestic market, they can be exported. Prosper in foreign markets. But because many wineries can't afford so much, E-commerce has become a viable alternative because it can reach a large number of potential customers around the world at a low cost. In order to really take advantage of this advantage, it is necessary to master the tools of e-commerce. First of all, by reviewing the literature on E-commerce and wine commercialization, this paper puts forward the theoretical framework of the research, through combing the definition of E-commerce and its advantages and disadvantages. This paper defines a key factor to make the website electronic quality of service. Aiming at the commercialization of red wine, this paper analyzes the wine market from different angles and focuses on the network sales model. Finally, the paper discusses the main determinants of the commercialization of wine: the name of origin. This paper is based on literature analysis and consumer network purchase behavior survey, This paper makes an empirical study on the relationship between the origin of red wine and the purchasing decision of consumers. The Birot winery located in the region of Cadillac Amor Bordeaux is chosen as the research object. The purpose of this study is to propose a framework for finding consumers of the wine from the respondents to their reciprocal websites. So that the winery in the second-line producing area can get the most benefit from the e-commerce strategy according to this framework. The research contribution of this paper is to put forward some suggestions for the wine winery to successfully carry out e-commerce.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.82;F713.36

【共引文献】