Using QFD to Analyse Demand Chain Management in China for European Winery

Haitao Wen; Jian Tong; Xuemei Fan; Sebastian Kummer

Using QFD to Analyse Demand Chain Management in China for European Winery

Haitao Wen
, Jian Tong
, Xuemei Fan
, Sebastian Kummer

Publication: Chapter in book/Conference proceeding › Contribution to conference proceedings

Abstract

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.

Original language	English
Title of host publication	Proceeding: The IEEE International Conference on Industrial Engineering and Engineering Management (IEEM2010)
Editors	IEEE
Place of Publication	Macao
Publisher	IEEE Press
Pages	265 - 269
ISBN (Print)	978-1-4244-8502-4
Publication status	Published - 1 Apr 2010

Cite this

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title = "Using QFD to Analyse Demand Chain Management in China for European Winery",

abstract = "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.",

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Using QFD to Analyse Demand Chain Management in China for European Winery. / Wen, Haitao; Tong, Jian; Fan, Xuemei et al.
Proceeding: The IEEE International Conference on Industrial Engineering and Engineering Management (IEEM2010). ed. / IEEE. Macao: IEEE Press, 2010. p. 265 - 269.

Publication: Chapter in book/Conference proceeding › Contribution to conference proceedings

TY - GEN

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N2 - 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.

AB - 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.

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Using QFD to Analyse Demand Chain Management in China for European Winery

Abstract

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