越文化困境与绍兴黄酒品牌国际化

The Dilemma of Yue Culture and the Internationalization of Shaoxing's Rice-Wine Brand

越文化是绍兴黄酒品牌形成独特性与品牌力的直接与最终的来源,但绍兴黄酒品牌如欲进入迥然有异的欧美文化圈,却将天然地遭遇其越文化属性的制约,从而形成其在品牌国际化道路中的越文化困境。在产品同质化的时代背景下,品牌国际化本质上表现为品牌文化的国际化。选择并实施适恰的品牌文化国际化模式,是绍兴黄酒品牌国际化过程中应对越文化困境的根本出路。现今酒类国际强势品牌存在全面本土化、选择性本土化、不作本土化努力这三种品牌文化国际化模式。绍兴黄酒在品牌文化国际化模式的选择方面,可对照这三种模式作一理性的研判。

Yue culture is the very source of the power of Shaoxing＇ s rice - wine brand in the domestic market. But if Shaoxing＇s rice - wine is to go to the western market, where completely different cultures are practiced, the blessings of the traditional Yue culture will become barriers to its internationalization. Thus forms the dilemma of the Yue culture. In the age of product homogeneity, brand internationalization is, in essence, the internationalization of the brand is the deeulturation of the brand in question. How this could be properly done is the key to any culture - based commodity, with Shaoxing＇ s rice - wine being one example. A survey of the related big international brands provided us with three modes of brand culture internationalization： the Budweiser mode, the Mo？ t mode, and the Hennessy mode. Any one of the three modes works for Shaoxing＇s rice- win.