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刊物期号: 201811

中国古酒海外营销中的文化交流作用(113)

——来自孔子学院与白酒出口的证据

作者: 林 航,黄陈爱

地址:福建师范大学协和学院 文化贸易研究中心,福建 福州 邮编:350117
摘要 中外消费文化的差异是制约中国古酒产品国际化的首要原因,而解决之道则应该从酒文化的传播入手,创新国际营销手段。本文以中国白酒出口为例,从孔子学院的视角系统评估中外文化交流活动在中国古酒海外营销中的实际作用。研究结果表明,中外文化交流在降低中外交易成本、文化折扣和营销品牌方面具有积极的作用,有助于促进中国白酒海外出口;在作用机制方面,中外文化差异的扩大将降低文化营销的积极效果,而海外华人华侨因素和文化交流对促进中国白酒出口具有显著的替代作用;在分国别效应比较上,发展中国家的白酒文化营销效果显著优于发达国家。实证研究还发现,“中国白酒在发达国家市场呈现低档品特征”的有意义结论;这表明,中国古酒产品在发达国家处于品牌竞争的劣势。
关键词 中国古酒; 海外营销; 文化交流; 孔子学院; 白酒出口
中图分类号: TS971;F713 文献标识码: A  文章编号: 1001-9286(2018)11-0113-12

英文标题: Culture Exchange Role in Overseas Marketing of Traditional Chinese Liquor: Evidences from Confucius Institutes and Baijiu Export

英文作者: LIN Hang and HUANG Chen′ai

英文地址: Culture & Trade Research Centre, Concord College, Fujian Normal University, Fuzhou, Fujian 350117, China

英文摘要 The difference in consumption culture between Chinese and foreigners is the primary reason for restricting the internationalization of traditional Chinese liquor. The solution should start with the spread of liquor culture and the innovations in international marketing approaches. In this paper, the actual roles of culture exchange activities in overseas marketing of traditional Chinese liquor were assessed from the perspective of Confucius Institute. The results showed that, culture exchange had positive effects on reducing trade cost and culture discounts as well as brand promotion, and it was favorable to increasing Baijiu export. Mechanically, the expansion of culture difference between China and foreign countries would weaken the positive effects of culture exchange; on the other hand, overseas Chinese may complement such loss. In different countries, the effects of culture exchange in developing countries were superior to that in developed countries. The empirical research also indicated the meaningful conclusion that Chinese Baijiu in developed countries is low-grade goods, suggesting that Chinese Baijiu is still facing disadvantages in brand competition in developed countries.
英文关键词 traditional Chinese liquor; overseas marketing; culture exchange; Confucius Institute; Baijiu export
      

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