对外传播中五粮液品牌所蕴含的绿色概念与表达

Expression of Green and Healthy Concept of Wuliangye in Cross-Cultural Communication

中国白酒受中国老百姓喜爱,主要在于其品质、承载的文化内涵、绿色健康概念。对外传播却因对此了解和认知的缺失而很艰难,名牌白酒五粮液也不例外。本文试图通过五粮液的地理位置和酿造生态环境、历史文化、生产工艺流程、酒品和品酒等方面分析其潜在的绿色概念内涵与表达,让更多的人认知中国白酒奇葩——五粮液及其文化内涵,实现地域品牌与文化外播共享。

Chinese people are keen on Baijiu for its quality,cultural connotation,and green and healthy concept.On the other hand,the lack of such identification of overseas consumers has resulted in difficulties in cross-cultural promotion of Baijiu.In this article,we took the famous Baijiu brand Wuliangye as an example,and explored the connotation and expression of its green concepts from the aspects of its production environment,its historical culture,its production process,and its taste and appreciation,etc.,so as to share the cultural connotation of Wuliangye and of Chinese Baijiu.