The Promotion Of "Made In Italy" In China Through The Perspective Of Country Reputation

"Made in Italy" is a collective brand that since80’s has gradually gain prestige and affirmation in the international landscape in significant areas like fashion, design, food, and luxury. That "made in" label, it’s not only a geographical mark indicating the place of production, but a complex identity difficult to imitate. In particular the excellent performances achieved by Italy in exports are thus due to a qualitative differentiation which allows Italian products to position themselves on the high bands market, evading the competition on costs.The proposal of my work is exactly that to analyse Made in Italy through the perspective of country’s reputation and its importance as effective strategy to enter the complex Chinese market. In particular the focus of this Master’s thesis will be on the positive influence that Italian reputation exerts on Chinese consumers’purchasing choices, with some considerations devoted to the role that typical Chinese cultural and social elements have in further facilitating the approaching to the needs of Chinese consumers. My hope, in particular is that to offer, through this work, a complete panorama of the potentialities of "Made in Italy" to all that Italian companies that want to invest in China. Many of them indeed not only ignore the advantages that the reputation of their country offers to the entrance into Asian market but also the effect that the specificity of the Chinese culture can have in turn. The last chapter of this work is dedicated to the consumption of Wine and to the opportunities that its commercialization could offer in a rich city like Hangzhou. My study have finally confirmed that reputation represents the container from which to draw all those stereotypical images that in turn, are used by Chinese consumers in making judgments on foreign products. The Made in Italy is a great opportunity for the development of Italian enterprises, a strength to be exploited in every way and a push for the entire business system, but only on condition that Italian companies develop as soon as possible a better effective strategy to exploit it.