中国白酒文化国际化发展策略研究

Research on the Development Strategies for the Internationalization of Chinese Baijiu(Liquor) Culture

随着全球经济的深化和中国白酒产业的发展,中国白酒国际化已是必然。文化是企业和产品的灵魂。在中国白酒国际化道路上,文化也是引领和先导。中国白酒要走出国门,首先是中国白酒文化必须为国际消费者所认识、理解和接受。选取国际、国内著名酒文化企业代表,比较了国外洋酒文化和中国传统白酒文化的异同,并以五粮液、茅台、泸州老窖等著名白酒文化国际化发展为典型,研究未来白酒文化国际化发展策略。

With the deepening of economic globalization and the rapid development of Chinese liquor-making industry, the internationalization of Chinese Baijiu （liquor） is an inevitable trend. Cuiture is the soul of both the enterprise and the product. Accordingly, Baijiu （liquor） culture will play the roles of guide and pioneer in the road of the internationalization of Chinese Baijiu（liquor）. The success of Chinese Baijiu（liquor） in global market firstly depends on foreign consumers＇ understanding and acceptance of Chinese Baijiu（liquor） culture. In this paper, the similarities and the difference between foreign wine cultures and Chinese Baijiu（liquor） culture were compared. The international development of Baijiu（liquor） culture of some famous liquor-making enterprises such as Wuliangye Group, Maotai Distillery, Luzhou Laojiao Co.etc. were introduced to discuss the development strategies for the internationalization of Chinese Baijiu（liquor） culture.