扬州城区西餐的本土化研究

Research on the Sinicization of Western Food in Yangzhou

随着人们消费能力的提高和中西方经济、文化交流的频繁,西餐在餐饮行业中扮演着越来越重要的角色。以扬州城区西餐厅为样本,分析扬州西餐本土化的现状,发现扬州西餐的本土化存在着原味、渗透与融合三种层次,并在菜单编排、菜名翻译与信息化等方面与国外西餐相异。中国口味、中国式营销、争取中国消费者、人力资源本土化是扬州西餐本土化的基本策略。

With the increase of people＇ s consumption ability and the frequent exchange of economy and culture be- tween China and the West, western-style food plays a more and more important role in the catering industry. Based on the urban western restaurants in ＂fangzhou, this paper analyses the present situation of the sinieization of westeln food in Yangzhou, finding that the sinicization of western-style food in Yangzhou has original, infiltrated and integrat- ed levels and is different from foreign western food in such aspects as menu layout, translation of the dishes and infor- matization. Meanwhile, it presents the basic strategies of sinieization of western food in Yangzhou, including the Chi- nese taste, Chinese marketing, striving for Chinese consumers and sinicization of human resources.