| Abstract | 第1-6页 |
| 摘要 | 第6-9页 |
| 1.Introduction | 第9-11页 |
| ·Background | 第9页 |
| ·Purpose | 第9页 |
| ·Significance | 第9-10页 |
| ·Objectives | 第10-11页 |
| 2.Wine in China:a successful concept | 第11-32页 |
| ·Presentation of country and market of large retailers | 第11-16页 |
| ·China | 第11页 |
| ·Market Characteristics of mass distribution | 第11-12页 |
| ·The Chinese Economy and the importance of Shanghai | 第12-16页 |
| ·The Chinese Wine Market | 第16-29页 |
| ·A market with high growth potential | 第16-17页 |
| ·An important but modest local supply of quality | 第17-18页 |
| ·The growing imported wine market | 第18-24页 |
| ·The regulations on imports | 第24-27页 |
| ·The various distributions of imported wines | 第27-29页 |
| ·Wine consumption in China | 第29-32页 |
| ·Three areas of consumption:luxury, gifts and holidays | 第29页 |
| ·Characteristics of the consumption of imported wines by nationality | 第29-30页 |
| ·Communication in aid of sale | 第30-32页 |
| 3.The main actors:the producer, the importer and the distributor | 第32-51页 |
| ·Vignobles Boissonneau | 第33-36页 |
| ·History of Bordeaux wines | 第33页 |
| ·Bordeaux and Bordeaux Superieur Appellations | 第33页 |
| ·Vignobles Boissonneau:History and Geography | 第33-35页 |
| ·Vignobles Boissonneau in China | 第35-36页 |
| ·Importers/distributors:FWP and the others | 第36-44页 |
| ·FWP:a reference for French Wine Importation | 第37-41页 |
| ·DT Asia:direct competitors of FWP | 第41-42页 |
| ·ASC Fine Wines:first in foreign wines and On Trade | 第42-43页 |
| ·Other competitors | 第43-44页 |
| ·An example of wine distribution in China:Carrefour | 第44-51页 |
| ·Supermarkets in China | 第44-45页 |
| ·The universe of Carrefour stores in China | 第45-47页 |
| ·Comparison of wine section between Carrefour France and China | 第47-48页 |
| ·Cellars consumer Profile | 第48-51页 |
| 4.VB, FWP, Carrefour and the Chinese puzzle | 第51-64页 |
| ·Details of the mission and challenges | 第51-52页 |
| ·A mission focused on three sectors:sales, marketing, sociological | 第51页 |
| ·To better target consumer and adapt to customers | 第51-52页 |
| ·The strengths of Vignobles Boissonneau | 第52页 |
| ·Study of linear | 第52-56页 |
| ·The organization of the linear at Carrefour | 第52-55页 |
| ·FWP positioning relative to competition | 第55-56页 |
| ·Different product strategies adopted by companies | 第56-58页 |
| ·Strategy "wide range" | 第56-57页 |
| ·Strategy "deep end" | 第57-58页 |
| ·Strategy "deep end", with a Reserve | 第58页 |
| ·The pricing policies applied by companies: Price in the marketing mix | 第58-59页 |
| ·Merchandising directed by Vignobles Boissonneau | 第59-61页 |
| ·The promotional events | 第60页 |
| ·Management of end displays | 第60-61页 |
| ·A different vision of the American wine marketing | 第61-64页 |
| 5.Recommendations | 第64-72页 |
| ·BCG Matrix of distribution for FW | 第64-65页 |
| ·Analysis of FWP | 第65-67页 |
| ·Policy that is too much oriented to development | 第65-66页 |
| ·A problem in the Management of Human resources | 第66页 |
| ·A cash flow problem | 第66-67页 |
| ·SWOT Analysis | 第67-68页 |
| ·Summary of Marketing Mix: FWP's place compared to its competitors | 第68-71页 |
| ·FWP and new patterns of consumption | 第71-72页 |
| 6.Conclusion | 第72-74页 |
| Table of Figures | 第74-75页 |
| Bibliography | 第75-77页 |
| Aeknowledgments | 第77-78页 |
| 卷内备考表 | 第78-79页 |
