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中文摘要：
目前，我国饮酒习惯正在发生变化。但从红酒消费的主流来看，更多的还是集中在宴会、酒吧这类场所，离大众消费仍有一段距离。我国对葡萄酒文化认知以及饮酒消费习惯制约了葡萄酒产业的发展。采用隐性营销传播模式，立足于顾客心理价值的开发，塑造全新的葡萄酒文化，可促进我国葡萄酒业的快速发展。
英文摘要：
Now, our drinking habit is occurring change. Coming from the main stream of red wine consumption to see, still concentrating in banquet and bar from the masses. Chinese accepting for grape wine culture to know as well as drinking consumer habit, they have restricted the development of grape wine industry. With the spread pattern of recessiveness sale, stand in the development that customer worth at heart, mould brand - new grape wine culture, it may promote the fast development of our grape wine industry.
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