中英饮料企业的跨文化营销战略比较研究
发布时间：2018-10-26 21:01
【摘要】：中国和英国是两个历史悠久的大国,虽然两国地理位置相距甚远,但在饮食文化方面却有诸多相似之处。中国是最早发现和利用茶叶的国家,茶文化历史悠久、博大精深。而英国却是世界上人均茶消费量最大的国家,并开创了优雅自在的欧洲下午茶生活方式,成为许多国家追捧的对象。中国有国酒贵州茅台,英国有引以为傲的苏格兰威士忌。然而,我们不难发现,英国的立顿茶,苏格兰威士忌早已走出国门,受到世人的追捧。当前,我国饮料业也呈现出迅猛发展的态势,但成功的案例,特别是中国饮料国际化的案例只占少数。因而,如何让我国饮料企业发展壮大并走向国外已经成为我们急需解决的重要课题。 本文在对跨文化营销的发展进程进行回顾的基础上,一方面,结合国内外相关文献,从较深层次探讨了英国著名饮料企业的跨文化营销战略和中国饮料企业的跨文化营销战略。另一方面,文章对比研究了两国在跨文化营销战略中的异同。通过对比,找出中国饮料企业在跨文化营销方面的不足。最后基于国内外的成功经验的借鉴,对中国饮料企业的跨文化营销建设提出一些有效可行的建议。
[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.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82;F416.82
本文编号：2296930
[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.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82;F416.82
【参考文献】
相关期刊论文 前1条
1 王东武;文化营销——21世纪的营销新潮方式[J];机械管理开发;2002年05期
，本文编号：2296930
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