食品老字号品牌在来华留学生中的传播效果研究——以北京市为例

Research on the Communication Effects of Time-honored Food Brands among International Students in China:The Example from Beijing

随着经济全球化的加速,食品老字号品牌应重视国际消费者,制定品牌发展的国际化战略,走出国门,重塑品牌形象。本文以北京市为例,通过对来华留学生这一群体展开调查,评估北京食品老字号品牌在来华留学生中的传播效果,调查发现北京食品老字号品牌在来华留学生中品牌知晓度和满意度都不高。如何充分利用来华留学生在华期间制定具有针对性的且行之有效的品牌传播策略,如何开展国际化品牌传播战略是北京食品老字号品牌想要提高知名度,走向国际市场亟待解决的问题。

With the acceleration of economic globalization,time-honored tood brands are supposed to pay attention to international consumers and to adopt internationalization strategies,to reshape brand image. Taking Beijing as an example,this paper takes international students in China as the studying objects and evaluates the communication effects of Beijing Time-honored Food Brands amang them. According to the study,the brand awareness and brand satisfaction of international students in China to Beijing time-honored food brands are not high. Therefore,in order to advance the international reputation,how to develop effective communication strategies aiming at international students during their stay in China and how to carry out the international brand strategies are burning issues for Beijing time-honored food brand.