During this last decade China experienced a fast economic rise that let the Country

become one of the world's economic powers. The Open Door Policy, promoted by Deng Xiao

Ping, gave Chinese economy the great growing impulse which attracted investors from all

over the world. Intense economic growth, market opportunities, foreign investors changed

Chinese consumers lifestyle,due also to the increasing purchasing power and urbanization.

As a consequence to the economic growth, food demand raised up along with the

progressive entry of western-style distribution formulas and presence of international

restaurants.

Starting from a general overview of the food market, this thesis studies the evolution

of the food demand consequently to the rising purchasing power of Chinese people, along

with the strong urbanization and the influence of western life-style on food habits, with

attention to Italian food products. Market

definitely on the rise, Chinese people like

products.

The above considerations plus the

opportunities in China for Italian products are

Italy and have a high consideration of its food

recent agreement between Chinese and Italian

Governments (2008) for the export of pork meat toChina encouraged the Italian Prosciutto

producer to take the risk and enter the market. Despite Prosciutto is still not very popular

among Chinese people, its sell registered good revenues these years and the number of

companies willing to enter is on the rise.

The thesis conducts market research and aims to delineate the best entry strategy for

Falerias.r.L, an Italian SME that produces Prosciutto. At the end of the study, the company

will be provided the line to follow in order to penetrate the Chinese market and the real

possibilities of conquer Chinese costumers.

Faleria风干火腿公司中国市场进入策略研究

本文的研究目的是对中国消费者关于意大利食品特别是对意大利风千火腿的知

名度调研。

基于分析研究,本文首先分析中国食品市场国家经济发展以后的情况和变化。

最近最后年,越来越多意大利食品公司进去了中国市场,意大利饭馆儿一年比一年多,

在超市里意大利所知名的食品都可得到而且中国消费对意大利菜的舆论很高,特别是

富有的客户。

意式风干火腿在中国还不太有名,但是,从2008年开始怕人马和圣达尼进入中

国市场后,中国人的知名度更高。所以,很多意大利公司幵始或计划进取中国市场。

作者进行研究的一个工具就是调查问卷,这样可以调查消费者购买力,他们对

火腿和意大利菜的知名度,同时能了解消费者的意见。

最后,论文的目的是给Falerias.r.1.,一家小火腿公司,计划进入中国市场的策

略。