声明
Contents
摘要
Abstract
Introduction
1.Country of origin,Image and Reputation
1.1 Country of origin
1.2 Country image and reputation
1.3 The Brand Role
2.Made in Italy
2.1 What Made in Italy is
2.2 “Made in” or “coming from” Italy?
2.3 Made in Italy and reputation
2.3.1 Beauty
2.3.2 Creativity
2.3.3 Quality craftsmanship
2.3.4 Culture
2.3.5 Lifestyle and passion
2.4 Italians do it better
3.The assessment of Made in Italy in the Chinese Market
3.1 Do Chinese love Italy?
3.2 Italy synonymous of quality
3.3 Limits of Made in Italy
3.4 The binomial culture and reputation
3.4.1 Guanxi
3.4.2 Face Consumption
3.4.3 When “Made in Italy” is Chinese:the Davinci Case
3.5 Who’s the Chinese Made in Italy consumer?
3.5.1 Can China save Made in Italy?
4.A focus on Hangzhou wine market
4.1.Wine,Luxury and Status in China
4.2 What possibilities in Hangzhou market?
Conclusion
References