对北京葡萄酒市场和大学生葡萄酒消费群体的调查

通过问卷,对在校大学生进行了葡萄酒市场和营销的调查.结果表明,在购买目的不同时,受访者对葡萄酒的心理期望价格存在明显的差异,自我期望价格在30～80元/瓶,而用于宴请和送礼等活动时,对葡萄酒的期望价格明显提高.产地是影响葡萄酒选购的另一个重要因素,国产酒具有显著的优势,用于自己消费时选购国产酒的占66.4%,对进口酒只有法国葡萄酒具有较高的消费认同度,且集中在以送礼等为目的的高端消费.与价格、产地因素相比,年份对受访群体的葡萄酒选购影响相对较小,同时受访者对葡萄酒的星级与获奖的信任程度也很低.

Investigation on Beijing Grape Wine Market and the Consumption Groups among University Students

Questionnaire investigation on grape wine market and marketing was performed among university students in Beijing. The results showed that the expected price for a bottle of grape wine had obvious difference when the consumptive purpose differed. For self-enjoyment, the popular range of price was 30-80 RMB. However, it could be doubled or tripled when the wine was bought as gift. Another factor influenced the decision of consumers was the country of wine origin. It was concluded that 66.4 % of the respondents would select domestic brands for self-enjoyments; the selection of the imported wine often occurred in the case of high consume such as gifts and business dinners. Among all the imported wine, only the French products were of high recognition. Compared with price and origin, vintage was not an important selection consideration in the mind of the respondent, and awards and medals were also of low trust.