Market Entry Strategies for Western Produced Wine into the Chinese Market

Abstract

The article gives an introduction to the wine market in China and outlines its development. It goes on to identify the key issues which need to be addressed in order to enter the market successfully. These revolve, tactically, around effective mangement of the 4 P's, with distribution and promotion being the most problematic. It would appear that cultural differences and both formal and informal entry barriers point towards a more strategic relational approach if successful market entry is to be achieved. The implications for would‐be market entrants are discussed, as is the need for specific further research into market structure.