【摘要】：中國(guó)和英國(guó)是兩個(gè)歷史悠久的大國(guó),雖然兩國(guó)地理位置相距甚遠(yuǎn),但在飲食文化方面卻有諸多相似之處。中國(guó)是最早發(fā)現(xiàn)和利用茶葉的國(guó)家,茶文化歷史悠久、博大精深。而英國(guó)卻是世界上人均茶消費(fèi)量最大的國(guó)家,并開創(chuàng)了優(yōu)雅自在的歐洲下午茶生活方式,成為許多國(guó)家追捧的對(duì)象。中國(guó)有國(guó)酒貴州茅臺(tái),英國(guó)有引以為傲的蘇格蘭威士忌。然而,我們不難發(fā)現(xiàn),英國(guó)的立頓茶,蘇格蘭威士忌早已走出國(guó)門,受到世人的追捧。當(dāng)前,我國(guó)飲料業(yè)也呈現(xiàn)出迅猛發(fā)展的態(tài)勢(shì),但成功的案例,特別是中國(guó)飲料國(guó)際化的案例只占少數(shù)。因而,如何讓我國(guó)飲料企業(yè)發(fā)展壯大并走向國(guó)外已經(jīng)成為我們急需解決的重要課題。 本文在對(duì)跨文化營(yíng)銷的發(fā)展進(jìn)程進(jìn)行回顧的基礎(chǔ)上,一方面,結(jié)合國(guó)內(nèi)外相關(guān)文獻(xiàn),從較深層次探討了英國(guó)著名飲料企業(yè)的跨文化營(yíng)銷戰(zhàn)略和中國(guó)飲料企業(yè)的跨文化營(yíng)銷戰(zhàn)略。另一方面,文章對(duì)比研究了兩國(guó)在跨文化營(yíng)銷戰(zhàn)略中的異同。通過對(duì)比,找出中國(guó)飲料企業(yè)在跨文化營(yíng)銷方面的不足。最后基于國(guó)內(nèi)外的成功經(jīng)驗(yàn)的借鑒,對(duì)中國(guó)飲料企業(yè)的跨文化營(yíng)銷建設(shè)提出一些有效可行的建議。
[Abstract]:China and Britain are two countries with a long history. Although the two countries are far from each other, they share many similarities in food culture. China is the first country to discover and use tea, tea culture has a long history and profound. Britain is the world's largest per capita consumption of tea, and created the elegant and comfortable European tea life style, become the object of many countries. China has national wine Guizhou Maotai, Britain has proud Scotch Whisky. However, it is not difficult to find that Britain's Lipton tea, Scotch Whisky has long been abroad, the world's pursuit. At present, China's beverage industry is also showing a rapid development trend, but the successful cases, especially the case of Chinese beverage internationalization, only a small number. Therefore, how to make our beverage enterprises grow and go abroad has become an important issue that we urgently need to solve. On the basis of reviewing the development process of cross-cultural marketing, on the one hand, combined with relevant literature at home and abroad, this paper discusses the cross-cultural marketing strategy of famous British beverage enterprises and the cross-cultural marketing strategy of Chinese beverage enterprises. On the other hand, the paper compares the similarities and differences between the two countries in cross-cultural marketing strategy. Through comparison, find out the shortage of cross-cultural marketing of Chinese beverage enterprises. Finally, based on the successful experience at home and abroad, some effective and feasible suggestions are put forward for the cross-cultural marketing construction of Chinese beverage enterprises.
【學(xué)位授予單位】：天津財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.82;F416.82

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本文編號(hào)：2296930