摘要: Writing a Master’s thesis or a paper about wine may not seem innovative at first glance, leading most readers to expect recurrent topics such as the history of this alcoholic beverage, a few numbers about international trade, and ... 展开 Writing a Master’s thesis or a paper about wine may not seem innovative at first glance, leading most readers to expect recurrent topics such as the history of this alcoholic beverage, a few numbers about international trade, and some fancy experiences. However, when it comes to talk about wine consumption in China, the matter can take a more significant approach, making emphasis on the consumer, in an attempt to understand such a vast, growing, and diverse marketplace. This paper first comments on the history of wine in the world, and on China’s ancient and modern role in the wine history and industry, and shares current numbers in terms of wine production and consumption, among others. Later on, the dissertation zooms into consumer behaviours with the purpose of understanding how Chinese citizens value, drink, and share wine. It is a really interesting and challenging endeavour, since China is the largest potential market in the world. Hence, this work will navigate and throw light on different aspects concerning wine consumption. It starts with historical data on trade and trends, and ends with factors influencing the average consumer when picking a bottle of wine from a gondola in a supermarket nearby. The first chapter focuses on the past and current state of the global wine industry, diving into the history of this beverage in the world and the participation of different nations and civilizations in making wine and building up the industry. Readers will be able to appreciate that wine has been evolving over thousands of years, which has not been an easy nor boring process, and that China has an extended tradition of wine making. Chapter 1 also sets out the research objectives, contribution and framework. Chapter 2 approaches the topic under study even more closely, first in general in the world and then specifically in China. It offers a framework in which factors affecting wine consumption are viewed both from a theoretical and an empirical perspective, citing several authors who studied one or various factors in the market under analysis. Chapter 3 explains the methodology and design followed for this study, as well as how the data was collected and will be analysed. Following, chapter 4 presents the results, describing the factors that influence wine consumption in China and analysing the influence or impact each factor has on consumers. Among the most important findings it is possible to say that Chinese consumers value extrinsic over intrinsic factors. Among them, awards and brand are the most significant ones. Besides, the industry shows there is still plenty of space to be conquered in terms of market share and forecasts about the future of the business are positive. Limitations are evident, and chapter 5 will acknowledge them after presenting the opportunities and challenges of the Chinese wine market. 收起