중국인 와인소비자의 와인수요 결정요인 분석

A study on Determinants of Chinese Consumers's Wine Demand in China

Due to China’s economic development and changes of consuming patterns, the desire to consumer wine in China has increased constantly and in this context, the imported wine amount has skyrocketed as well. The purpose of this study is to assume the determinants affecting the consuming amount and the determining process on Chinese people’s wine drinking by establishing the wine demand model of Chinese people because understanding Chinese consumers in China’s wine market is essential for the food service industry related to wine. The analysis result on the determinants of Chinese people’s consuming amount using Truncated Poisson model is considered to propose various wine developments and development measures while promoting effectively targeting wine consumers in China. Through that, it can be used to set up marketing strategy and select target markets by proposing development direction of China’s wine market.