The Investigation Of Teachers' And Student's Perception And Consumption To Wine In Qinhuangdao Colleges And Universities

The competition and development of wine market make the home market of wine turn to " micromarketing" from mass marketing, segmentation of market is the important marketing tool for the era of micro marketing, So enterprise must strengthen the research of wine consumers .Based on this purpose, in this paper the teacher's and students' perception and consumption were investigated trough literature searching and surveying , University students are the main wine consumers of today ,and they will also be the main wine consumers in the future, so in a certain extent their perception and consumption of wine will determine the directions and trends of our wine industry in the future. In order to provide our wine enterprise or wine marketing with theoretical basis or reference on further segmentation, the teacher's and students' perception and consumption of wine in Qinhuangdao were investigated. Using software of excel, the results showed that the teachers in colleges and universities are very interested in taking part in wine club that our department proposed; their taste is inclined to the dry red wine ;the supermarket is the main purchase place ;quality and brand are main considerations; teachers in colleges and universities buy wine are main used to drinking; the higher income they have the more consuming on the wine; with the years, teachers in colleges and universities drinking purpose of wine from pursuing atmosphere to pursuing health care carry out the transition.In the university, the results showed that overwhelming of college and university students have drinking wine, but they don't always drink, so have not yet become specific consumption habits; dry wine is not well suited to them, but most of them like red wine; Most students don't know of the role of health of wine, but are willing to understand its role of health and knowledge through a variety of channels; the vast majority have not participated in the cultural tourism and the wine seminars and wine tasting, but most would like to try, they are faithful to the wine of traditional packaging but unacceptable to that of simple packaging; most students purchase wine for themselves; quality is the primary factor when they buy wine, followed by brand and price; they would like to buy wine in the supermarket and wine shops.