| Abstract | 第5页 |
| 摘要 | 第6-9页 |
| Ⅰ Introduction | 第9-12页 |
| 1.1 Background | 第9-10页 |
| 1.2 Problem Definition | 第10页 |
| 1.3 Research Framework | 第10-12页 |
| Ⅱ Literary Review | 第12-15页 |
| Ⅲ The Chinese F&B Industry:the Wine market | 第15-49页 |
| 3.1 Introduction on the Industry | 第15-29页 |
| 3.1.1 The demand in the Chinese Wine market | 第19-22页 |
| 3.1.2 The offer in the Chinese Wine market | 第22-29页 |
| 3.2 Major Competitors | 第29-41页 |
| 3.2.1 Domestic Competitors | 第30-32页 |
| 3.2.2 Foreign Competitors | 第32-41页 |
| 3.3 Brand Management in the Chinese Wine Industry | 第41-46页 |
| 3.4 SWOT analysis of the Chilean wine in the Chinese Wine Industry | 第46-49页 |
| Ⅳ The Chinese Wine Customer | 第49-82页 |
| 4.1 Introduction on the top level-market of wine:the luxury market | 第49-55页 |
| 4.2 Description of the Chinese wine customer: target of the market | 第55-63页 |
| 4.2.1 Characteristics of the typical Chinese customer of high-quality wine | 第59-62页 |
| 4.2.2 The Chinese customer loyalty | 第62-63页 |
| 4.3 4p of new world foreign companies in the Wine marketing targeting the Chinese Customer | 第63-82页 |
| 4.3.1 Place:Distribution in the Chinese Wine Industry | 第64-69页 |
| 4.3.2 Price and strategy applied in the Chinese Wine Industry | 第69-72页 |
| 4.3.3 Promotion:Communicating in the Chinese wine industry | 第72-75页 |
| 4.3.3.1 Communication strategy adopted by the foreign companies:the example of Concha y Toro | 第74-75页 |
| 4.3.4 Product: a description of the foreign wine in the Chinese Wine Industry | 第75-82页 |
| Ⅴ Case study:the marketing strategy of Talented Fine Brands in targeting the Chinese Customer | 第82-108页 |
| 5.1 Introduction on Talented Fine Brands | 第82-96页 |
| 5.2 Position of the company in the Chinese Wine Market: at the beginning and now | 第96-103页 |
| 5.3 Communication strategy of Talented Fine Brands | 第103-106页 |
| 5.4 Degree of success obtained by Talented Fine Brands | 第106-108页 |
| Ⅵ Conclusions and Recommendations | 第108-117页 |
| 6.1 Main conclusions | 第108-114页 |
| 6.2 Suggestions and recommendations for Talented Fine Brands | 第114-117页 |
| References | 第117-124页 |
| Appendix | 第124-132页 |
| Acknowledgements | 第132页 |
