在商务会客、家庭饮用和礼品赠送等场合的产品和服务消费中,越来越多的消费者会将葡萄酒作为他们的选择目标之一。通过对消费心理的分析,消费者的购买理由可以说是千差万别的。但是究其深层次的原因,在以休闲享受或者健康导向的整个消费购买过程中,葡萄酒购买者或 In the consumption of products and services such as business meetings, family drinking and gift giving, more and more consumers consider wine as one of their choices. Through the analysis of consumer psychology, consumer buying reasons can be said to vary widely. However, the underlying reason for this, in the leisure or health-oriented consumer spending throughout the purchase process, the wine buyer or