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
中国古酒； 海外营销； 文化交流； 孔子学院； 白酒出口 |
Culture Exchange Role in Overseas Marketing of Traditional Chinese Liquor: Evidences from Confucius Institutes and Baijiu Export
LIN Hang and HUANG Chen′ai
Culture & Trade Research Centre, Concord College, Fujian Normal University, Fuzhou, Fujian 350117, China
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.
traditional Chinese liquor; overseas marketing; culture exchange; Confucius Institute; Baijiu export