“食在广州”:话语意境与品牌管理

Fine Cuisine in Guangzhou:Discourse Conception and Brand Management

广州是有着2000多年悠久历史的文化名城,而“食在广州”的声名远播显示了广州源远流长的饮食文化与舌根记忆。作为海上丝绸之路的始发地,土著美食和外来风味的交融并汇更加凸显了广州饮食文化的承继性、包容性和时代性。从“十三行”到“广交会”,“食在广州”的内涵和外延不断扩大,商业话题从未缺席,一大批经历百年而不衰的老字号和新兴名店,名菜、名汤、小食、茶点、瓜果不胜枚举,让“中华美食之都”和“国际美食之都”名不虚传。本文通过耳熟能详的话语结构分析展示广州饮食文化的内涵和外延,加强“食在广州”的品牌管理,提升“食在广州”的品牌影响力,从而更好地反映广州国际大都市文化富有生机和蓬勃发展的一面。

Guangzhou is a famous cultural city with a long history of over two thousand years.The name of“Eating in Guangzhou”has been widely known,showing that the dining culture in Guangzhou and the taste memory of Guangzhou have a long history.As the starting point of“Silk Road on Sea”,the marriage of local food and external flavor highlights the succession,inclusive and contemporary features of cuisine culture in Guangzhou.From“Guangzhou Thirteen-Trades Monopoly”to Guangzhou Trade Fair,the connotation and denotation of Eating in Guangzhou keeps expanding.There are always business topics on a large number of time-honored brand and new famous restaurants and countless well-known dishes,soup,snack,dim sum and fruit.All makes Guangzhou gain the reputation of Gourmet Capital of China,even of the world.The paper tries to display the connotation and denotation of cuisine culture of Guangzhou through familiar discourse construction and provides some insights into strengthening brand management of Eating in Guangzhou and boosting brand influence of Eating in Guangzhou,which helps to properly reflect the lively and booming cosmopolitan culture in Guangzhou.