澳大利亚葡萄酒出口研究--加拿大Assignment代写范文

加拿大Assignment代写范文:“澳大利亚葡萄酒出国研究”，这篇论文主要描述的是中国最为澳大利亚最大的葡萄酒进口国之一，是葡萄酒行业中最具价值的目标市场，每年都有着大量的葡萄酒从澳大利亚运往中国，饮用葡萄酒能够减少心脏病病发的几率，澳大利亚有着大量的葡萄酒生产商，能够满足中国对于葡萄酒的各种需求。

1 Abstract

This reports aims to illustrate how Australia sale export wine to China and what kinds of opportunity China provide to make business. It will explain the fact according to marketing segmentation and consumers needs and wants. What kinds of information should marketers pay attention to and how to make the business successful, this report will demonstrate in details.

2 Introductions

Nowadays, people drink wine not only for taste but also for health which can reduce heart attack(Rosenberg May 31, 2007)Wine is one of the most export products from Australia to China. As a matter of fact, the number of wines export from Australia to China is increasing annual. According to Australia government research, Australia wine in Chinese wine market consist the largest part above 20%（China agribusiness& food& Beverage team）In addition, being a large country with large population, china provides marketable opportunitiesfor Australia where has lots of wine industries all around the land can satisfy lots of diverse consumers’ needs and wants with its taste. What marketer needs to do is do marketing research to divide consumers into groups according to economy and allocate the products.

3 Target market selections

With highly developing in China, consumption alcoholic drink is forecasting to rise from 47bn liters in 2009 to 61bn liters in 2014. (Datamonitor tips growth potential of wine in China, Jan 01, 2011, info. ) According to this report, Baiju, which has been the favored alcoholic beverage in China, is now threatened by low-strength alcohols being promoted by wine producers.

Based on the theories of Schiffman, China will become the best valuable target market. Thereare theoretical reasons for selection this country to be the target market for Australian wine exporters. As a nature consequent of population and economic stably increase, it is sizable enough to be profitable and growing. Nevertheless, although the competitors are millions in the global market, Australian wine producer are capable to stand out of crowed. Other important impacts includes the nature resource advantage, political encouragement lead to assessable to reach the target market and also achieved objectives and missions of Australian producers.

4 Market segmentation

4.1 Use-related Segmentation:

Use-related segmentation focuses on the usage rate, awareness status and band loyalty. The usage of wine is widely difference in the whole country. Those extremely huge cities, such as Beijing and Shanghai, can easily adopt western culture. Because of crowed heavy users, the warehouse and semi-companies should be established in those places. Others might still be in favor of the traditional alcoholic drink, promoting the habits of wine is one of the primary projects to reach the enormous market.

Moreover, the awareness and band loyalty will be reflected more obviously in medium and light users comparing to these heavy. Since the major standard tools of wine are taste and color, those who do release the wine is not just alcoholic products but work of arts would seek for the famous band and interest. Normally they are located in these high class club which is members only in the major cities in China.

4.2 Demographic Segmentation:

Demographic segmentation consists of dividing the market into groups based on variables such as age, gender family size, income, occupation, education, religion, race and nationality. Demographics help to locate a target market. The Chinese student population going overseas generally has increased, which an increase 68% of Chinese students in Australia jumped from 5273to 8859 between 1998 and 1999. Also, 57579 Chinese students enrolled in Australia in 2002 (Yao, 2004). According to this information, Chinese may have much understanding of Australia culture. Then Australian wine would be much easier to accept in Chinese market by Chinese students studying in Australian.

4.3 Geographic segmentation:

In geographic segmentation, the market focuses on the location; people who live in different areas would have different needs and wants. China has divided into a number of distinctive regions: South, North, East, Northeast, Central, Southwest and Northwest. As top five markets in china, Guangdong, Jiangsu, Zhejiang, Shanghai and Beijing have 16.9% of the country’s population, which could provide a great market for Australian wine. In addition, consumers from coastal areas are innovative and receptive to foreign goods, so that Australia wine has a potential opportunity for their wine market (Cui and Zhu, 1998, p38-44). In contract, Australian population spread very wide, where do not have a great market as china. Therefore, Australian wine exporters would focus on overseas export as the value and volume growing in China.

4.4 Psychographic/ Behavioural segmentation:

Psychographic/ behavioural segmentation occurs when markets are divided into different groups based on attitudes, interests and opinions as lifestyle. The lifestyle between China and Australia are totally different. In Australia, the lifestyle is the same as Western World; however, China is more traditional. In China, there are four types of consumers such as fashion-oriented, tradition-oriented, achievement-oriented and moderate-orientated consumers. As export of wine to China, fashion-oriented consumers would become a target market because this type of group would like to try new brands and new products. Australian wine is new culture to China, so targeting fashion-oriented consumers are suitable (Ma, 2004)

5 Market opportunity analysis and the impact of needs and motivation of Chinese consumers

The consumption pattern of wine in China has witnessed an uptrend since eight to ten years due to the developing business taste and inclination of Chinese recently. The Chinese market in fact was stable as an importer of world class wine even during the global crisis. As a matter of fact, Australian red wine has overshadowed the other rivals with the consistent supply, rich flavors and best standard production techniques from the best fruits to match with the richness of the Chinese cuisine. In the otherwise non-traditional drinking culture of Asia, there has been a surge in the demand of importing wines, especially red wine due to the changing consumer behaviour patterns per statement (Sumegi, 2011). Before going ahead, it is very important to understand that in China the use of red wine is quite symbolic. This symbolism drives the Consumers and motivates them to choose the red wine. There are different factors based on the demography, topography, socio-economic factors. that influences the choice of the consumers. For instance, in urban areas more expensive, imported brands of wines are preferred than in the rural areas; youth consumes more wine than others and more on the line. As per (Li and Su, 2007), the Chinese spend extravagantly on the luxurious items, even to the extent of wastage. Although this principle goes against the Maslow’s hierarchy of needs where a consumer, as an individual climbs the pyramid and goes to the next level only when his or her prior stage needs are fulfilled. But this has brought business opportunity to Australia wine industry. However, per the alternative model based on trio of basic needs as proposed by various psychologists, this is justified. The Power need, achievement need and affiliation need are not hierarchical in nature and co-exist simultaneously. Red wine can meet all these needs for different types of consumers at different levels. The Chinese consumers are ready to pay for value of the product and Australian wineries offer just the right combination – great quality, taste and price. It is indeed not feasible for China to rely on indigenous production to meet the increasing demand of fine red wine in China (Zhang and Li, 2008).

6 Consumer needs and motivation

Consumer needs include the products value in use, esthetic, service etc. Thanks to the Open and Reform policies, China’s economy keeps growing during these two decades. Western lifestyle, as well as technology, is widely spreading and becoming a fashion in China, especially among young people. Besides, China’s population had reached 1, 300 million in 2012. One can imagine how large the food market is in China. While food supply marketing in Australia, with a small population and wide land cultivatable, is always at surplus. What’s more, Australia’s mechanized farming is far more efficient than Chinese traditional agriculture. All the difference situations between China and Australia indicate that Chinese market is broader than Australia.

Consumer motivation comes from consumer needs, and it is the driving force within individuals that impels them to action. There are several types of Consumer motivation: Physiological motivation, psychogenic motivation, Conscious motivation unconscious motivation, Positive motivation and negative motivation (Batra＆Kazmi，2009，p84). Physiological motivation refers to people’s needs to maintain life. Salaries risen, working and living condition improved, Chinese people are now pursuing higher-quality life. China has too large a population, and its food supply has yet to be fulfilled, while Australia can produce much more food than it needed. In this case, China’s food market is a stage for Australian exporter. Psychogenic motivation is resulted from psychogenic needs. Most Chinese people care about “face” very much. Due to their love for western culture, products imported from western country are considered to be decent gift which can help save their face. In the eve of Chinese important festivals, Chinese do a lot of purchasing, and products from foreign countries are rather popular. This can be seen as a big advantage for Australian exporters. China’s food safety are not positive in recent years, many people would rather pay more money to buy food and other commodity from developed countries, some even go abroad to do purchase. Among various commodities, milk powder from foreign countries is the most popular one. In 2008, about 13,000 children were sent to hospital because they eat the milk powder owned by Sanlu cooperation owned by state. After this event, several other brands reported contain harmful elements. This series of food crisis’s lead to the famine of milk powder in China. Nowadays, Chinese people spend much money on education, especially on English learning. Since Australia is a native English speaking country, language training school run by Australian will be very popular in China.

7 Conclusion

It is obviously, Australia has a great chance to trade wine with China where can provide lots of chances. Australian’s various wines can satisfy Chinese consumers’ particular needs and wants which stimulate their motivation to purchase. Australian exporters can direct their eye on China, the new emerging market. After all, the most important part is marketers need to concentrate on analyzing consumer habit and behaviorsin order to expend business with making a comprehensive strategy.

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