Using QFD to analyse demand chain management in China for European winery

The European wine industry is experiencing acute difficulties during global economic crisis. China will be a big potential wine market in the near future. This research illustrates an investigation of wine demand management and explores the influence of different consumer preferences, consumer behavior and traditional culture on the wine-buying decision aiming to design a demand chain for European wineries in China. Consumption data were obtained by desk-based research from some investigation organizations and researchers. The proposed QFD method which provides a communication tool to designers can posit midway between Chinese wine market and European wine production to help European wineries to build a system for entering and developing the wine market in China. Results show that obvious advantages of European wine lie on good quality, brand loyalty and nation loyalty. Among all links of demand chain, wine acculturation and marketing model are the most important success determinants.