Channel partnership, conflict resolution and country of origin effect in the Taiwan wine market – A case study of Spanish Wine importers
Date Issued
2006
Date
2006
Author(s)
Roncero-Mayor, Luis
DOI
en-US
Abstract
Culture, tradition and reputation are irrevocably intertwined with the wine market, a product that is for some a symbol of status, for others a piece of art. Dominance of the Old World producers now belongs to the past; New World producers seem to be now taking the lead and are seen competing with the Old World even in their own territory. This increasing competition has led many wineries to look for emerging markets in Asia.
The current research is concerned with Spanish wines in Taiwan. A questionnaire was sent to all the importers of Spanish wines in this region, the representative market within the Greater China region that was chosen. The issues studied are the quality of the partnership between winery and importer, the influence of communication and trust on each member of the partnership and on the future expected performance of the winery, and the relevance of country of origin effect for the wine industry.
Following our research framework it was found that a high frequency of communication between importer and winery influences positively the degree of trust between both parties and viceversa. Likewise, a high level of trust also indicates high degree of expectation towards future performance of the wines in the market. On the contrary, the group of importers that showed low frequency of communication with importers also indicated low values of trust on future growth and sales from Spanish wines.
Results on country of origin indicate that both brand and region are two major factors when purchasing wine. There is no problem of suitability of Spanish wines tastes for local consumers, and importers consider country of origin as a relevant factor when importing wine. Spain is not regarded as a producer of quality wines, an image that has to be improved through promotions and events to reach the emerging market of consumers in the region.
Subjects
通路力量
衝突
原產地影響
西班牙
葡萄酒
channel power
conflict
country of origin effect
Spain
wine
SDGs
Type
thesis
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