Based On Traditional Chinese Cultural Values ​​of The White Wine Category Consumer Motivation Study

As China's traditional consumer goods, Distilled Spirit has a long history of culture, the splendid culture of wine has become an important component of Chinese culture. In that case, what impact is exist between China's traditional culture and the consumption of liquor consumers in the end? In addition, The Distilled Spirit industry continued to slump in recent years, which brought about a series of theoretical and practical issues need to address. Under such circumstances, white wine consumer research on consumer motivation is particularly important. According to analysis the relationship of china traditional culture and liquor consumption motivation from the point of view of Chinese traditional cultural values in this article, look forward to provide some reference in marketing plan for the Distilled Spirit industry.First of all, the author discovered that the consumption has some culture meanings besides its material use. Then the author realized quickly that there are some valuable connection between the consumption of distilled spirit and Chinese conventional value. The Distilled Spirit has a long history as a day-to-day consumer goods, it has a potential relationship between Distilled Spirit consumption and the values of our traditional culture.Secondly, there are some valuable connection between the Chinese traditional value and the consumption of distilled spirit after study. In this paper, therefore, we defined the concepts and connotation of cultural values firstly, then created a scale of the Chinese traditional cultural values, it is universal significance, and used it to discuss influence mechanism of the Chinese traditional cultural values to consumption motivation of Distilled Spirit.Thirdly, according to the study of culture and consumer motivation of consumption of liquor category, we extracted six motivation of Distilled Spirit consumption and created a category of Distilled Spirit consumption motivation scale. According to an Empirical Study, come to the impact mechanism of the Chinese traditional cultural values to category and consumer motivation of Distilled Spirit.Finally, according to Chinese traditional culture and values of different dimensions of the white wine category and the impact of consumer motivation mechanism, in the practice of marketing for liquor companies to develop marketing strategies to provide a good reference for the theory. At last, the article describes the research to continue to deepen this direction.