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Titre : |
Digitalization and mutation of the wine sector in France : how the digitalization impacts the communication and marketing strategies of French wine sector? |
Type de document : |
Mémoire |
Auteurs : |
Lise CHEVILLARD |
Année de publication : |
2018 |
Importance : |
31 p. |
Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. |
Langues : |
Anglais (eng) |
Mots-clés : |
Management COMMUNICATION ; MARKETING STRATEGIQUE ; SITE INTERNET ; VIN SECTEUR
|
Résumé : |
This seminar paper aims at studying more the impacts of digitalization on wine sector in France. Please be aware that it will only focus my analysis on wines and not champagne because they are for me in terms of production, quality and image and therefore, communication strategies would differ. In my seminar paper, I will explain briefly different impacts on every step of wine making in general and focus specifically on Marketing and Communication strategies for the analysis part. I will detail below how wine sector has been profoundly impacted by digitalization with the boom of digital devices, the change of consumers ’behavior, the growth of online purchases and the democratization of websites and social networks. You will also find the main reasons why wine owners should adapt their communication strategies to digitalization. For the data collection, I chose to interview two actors of wine sector: one choosing to keep using only traditional communication channels and the other having adopted progressively digital communication channels. Both of them show that due to the lack of resources, small producers do not really have real communication strategies and do it without any specific action plan. In fact, both of my interviewees recognize the importance of having an online presence. Finally, I want to broaden my researches to study the potential impacts of digitalization to all the steps of wine making process for the next decade. What I have found is that the current situation is quite alarming since wine actors are not informed enough about technological disruptions and are not ready to face technological changes. Therefore, they will be even less prepared for coming years if any remedied solutions are taken. On the consumption plan, I wonder whether consumers are really aware of this situation and will accept the fact that wine is a symbolical and traditional product that it is normal for wine sector to be late in term of digital and technological changes. |
Note de contenu : |
Bibliogr. p. 29-31 |
Programme : |
PGE-Rouen |
Spécialisation : |
Marketing |
Permalink : |
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