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The manuscript discusses the evolving preferences of Chinese consumers towards grape wine, highlighting the shift from viewing wine as a symbol of Western sophistication to a more casual beverage enjoyed by the middle class. It presents findings from the China Wine Barometer, which surveys attitudes and behaviors of wine consumers in China, revealing trends in awareness of wine-producing countries and motivations for wine consumption. The research employs various marketing techniques to understand consumer

Author

黄子晗

Language

EN