Abstract：With the economic globalization and the change of people’s consuming concept, wine marketing has shown profound national characteristics. Especially after entering WTO, China has to face both challenges and new conditions with pressure to take the opportunities, to catch up with the development so as to become one of the important members to show our special positions to all. The objective of the dissertation is to emphasize the importance of national characteristics for Chinese liquor’s marketing. To begin with, the differences of national characteristics in French wine’s marketing and Chinese liquor’s marketing are introduced and comparatively analyzed. Then there follows a discussion about the importance of national characteristics for Chinese liquor’s marketing. At last, some suggestions are put forward, hoping to be helpful to the practical marketing of Chinese liquor industry.

Key words: French wine; Chinese liquor; national characteristics; wine marketing

摘要：随着经济的全球化及人们消费观念的改变，为顺应21世纪“文化营销”的潮流，酒的营销彰显出令人目不暇接的民族特色，其中有优势也有劣势。中国加入了WTO后，承受着挑战与机遇的双重压力，民族特色就显得尤为重要。本文的目的在于强调民族特色对于中国白酒营销的重要性，首先对法国葡萄酒与中国白酒在营销中所体现的民族特色差异进行分析，然后简单阐述中国白酒营销中民族特色的重要性，最后有针对性地总结出一些建议，希望能对中国白酒营销中民族特色的运用与发展有所帮助。

关键词：法国葡萄酒;中国白酒;民族特色;酒营销

　　　The present dissertation has listed characteristics both in French wine’s marketing and Chinese liquor’s marketing, and made further study on analyzing the importance of national characteristics in wine marketing for the development of Chinese liquor industry. And the three objectives mentioned in the opening chapter have been done in the main part of the dissertation. It is certain that: First, the national characteristics of French wine conveyed in the marketing are mainly about its matching between wine and food, its unique tasting way and the creation of wine based cocktail, while those of Chinese liquor involve its packing design and different customs from different regions. Second, the importance of national characteristics for Chinese liquor industry has been showed with both its successful cases, like the connotation of the advertisements and the development of the unique industrial tourism, and unsuccessful cases, such as the blindly craze about wine, the lack of young customers and professional English enterprise introduction and so on. Third, to be more competitive with national characteristics, Chinese liquor industry needs to hold traditions as well as follow the trends of the world.