葡萄酒产品的质量维度与市场表达体系

Quality Dimensions and Market Communication System of Wine Product

葡萄酒的产品质量表达是通过持续互动方式在企业与市场之间搭建起某种对话机制,进而使消费者对葡萄酒的产品质量获得更充分的认识、感知和认可,以稳步扩大葡萄酒在中国市场的品类价值。文章提出葡萄酒的产品质量分成两个维度:由质量安全、风土特性与感官特征构成的产品固有质量;由认知差异、顾客满意和品牌意义构成的产品感知质量。同时,通过分解葡萄酒的产品质量表达步骤,从目标受众、沟通媒介、沟通内容和沟通方法等方面分析了如何更好地构建葡萄酒产品质量的市场表达体系。

The quality expression of wine products is to establish a dialogue mechanism between enterprises and market through continuous interaction,so that all kinds of consumers in domestic market can fully know,perceive and recognize the quality of wine products,and steadily expand the category value of wine in Chinese market.Firstly,the article puts forward that the quality of wine products could be divided into two dimensions:the inherent quality of wine products was composed of quality safety,terroir characteristics and sensory characteristics;cognitive differences,customer satisfaction and brand meaning constitute the perceived quality of wine products.At the same time,by decomposing the quality expression steps of wine products,this paper analyzed how to better construct the market communication system of wine products from the aspects of target audience,communication media,communication content and communication methods.