摘要：One of the most important expectation of the new Common Market Organization for Wine was the strengthening of territorial policy as the main instrument to protect the marketing policies of traditional wine areas. The territorial entity, which is nearly always conceived as a micro-zone in the Old World rather than as a large geographic district as in the New World, is turned to an active subject of collective marketing strategies. The Regulation (EC) No. 479/2008 doesn’t seems to completely meet these aims, as well as the instruments of economic policy of the second pillar seem to be inadequately improved. The provided measures and the financial allocation in the new CMO and the past and actual Rural Development Programmes of Veneto, where wine industry has a very important role, still focus on market support and on modernization of production structures, rather than on implementation of new marketing models. This study closes with some possible advices in order to retrieve competitiveness of the territorial identities.
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