Dynamika exportu vína z EU do Číny: Středoevropská perspektiva

This bachelor thesis analyses the international trade dynamics of wine exports from the European Union to China, with a specific focus on the strategic positioning of small and medium-sized wineries from the Central European wine belt. The research addresses a critical economic paradox: how micro-producers from landlocked nations like Slovakia, Austria, and Czechia can compete in a massive, volatile market dominated by global giants and zero-tariff competitors. The first chapter provides the theoretical foundation, bridging the gap between classical and modern trade economics. It starts by explaining the Ricardian theory of comparative advantage and continues with the Heckscher-Ohlin framework. Furthermore, it applies New Trade Theory and the Melitz model to explain why "vertical differentiation" is the only viable path for small firms. The chapter argues that when economies of scale are absent, survival depends entirely on a consumer’s love of variety and the marketing of unique, non-substitutable products. The second chapter shifts to a macro-level practical analysis of the EU-China trade corridor. It identifies the "push" factors of a stagnant European market and the "pull" factors of a maturing Chinese middle class. A significant portion of this section is dedicated to the cost of doing business. It provides a mathematical breakdown of the cumulative tax wedge which inflates prices and pushes wines into luxury sector. It also examines technical and institutional barriers, such as the digital compliance requirements of Decree 248 and the protection offered by the EU-China Agreement on Geographical Indications. The third chapter presents an empirical case study of a representative Slovak enterprise, referred to as Winery XY. It analyses internal financial records, corporate assets and specific export batches. By this the study demonstrates the need for strong financial planning necessary to enter the Chinese market. The data proves that without the financial shield of the Common Agricultural Policy, micro-exporters would be unable to absorb the high fixed costs of internationalisation. In conclusion, the findings suggest that the era of China as a volume-driven market for European wine is over. Successful export strategies now rely on niche targeting, high-value storytelling and the preservation of regional authenticity. The thesis concludes that for Central European producers, wine is no longer a simple commodity but liquid geography, where the only way to sustainable growth is selling the irreplaceable heritage of the land.