The Demand Chain Management for "New World" Winery: Key Features of Chinese Wine Market

Purpose - This paper illustrates an investigation of wine demand chain management. It explores what influence does the different consumer prefer, consumer behavior and traditional culture have on the wine-buying decisions in China, aiming to design a demand chain for new world wineries entering the Chinese wine market. Design/methodology/approach - This paper draws its conclusions based upon a literature review including desk-based research from many organizations and researchers. The proposed quality function deployment (QFD) approach provides a midway to designers of the demand chain and helps the wineries to build a system for entering and developing the wine market in China. Findings -Obvious advantages of new world wine are rational price, scale operation, and popular taste. Among all links of the demand chain, consumer segments, pricing, and promotion are key to the success of the demand chain for new world winery. Originality/value -This paper is probably the first attempt to present a systematic Demand Chain Management in China for new world wineries and provide a framework that guides the wineries to improve the strategic demand in China. Research limitations/implications - Researcher put more emphasis on consumer demand and ignore other links of demand chain.