葡萄酒消费行为影响因素分析

葡萄酒是一种健康的酒精饮料,在我国潜在消费市场巨大,发展前景良好。葡萄酒的消费行为受外在因素、内在因素、营销因素三个方面的影响。葡萄酒企业制定营销计划应以消费者为中心,针对葡萄酒消费市场的特点以及消费者的需求,巧妙灵活、广泛宣传葡萄酒健康功能、美容功能、社交功能,刺激消费者的购买欲望,建立消费者对葡萄酒的认知度和忠诚度。同时,结合我国传统文化、各区域历史、民族、饮食等文化,建立具有中国特色的葡萄酒文化,使葡萄酒真正的走进消费者的生活中。

Influencing Factors of Wine Consumer Behavior

As wine is a healthy alcoholic beverage, there is a huge potential consumer market in China. Wine consumer behavior is influ- enced by external factors, internal factors and marketing factors. Wine businesses could formulate consumer-oriented marketing projects to stimulate buying desire and establish consumer recognition and loyalty, which focus on the characteristics of the consumer market and consumer demand by popularizing the health, beauty and social function of wine. Meanwhile, they should build wine culture with Chinese characteristics, integrating with cultures concerning Chinese tradition, regional history, ethnic and diet, so as to let wines take root in Chinese consumers＇ daily life.