文化自信视域下中华老字号品牌国际营销传播研究--以青岛啤酒为例

Research on International Marketing Communication of Chinese Time-honored Brands from the Perspective of Cultural Confidence-Taking Tsingtao for Example

大变局中,中国品牌承担着“经济高质量发展”与“中国文化走出去”的双重任务。具备独特历史底蕴与人文内涵的中华老字号是中国商业文明和优秀中国文化的集中呈现。在加强国际传播工作和提高文化自信的背景下,中华老字号的品牌国际营销传播具有重要意义。文章选取拥有百余年历史的中华老字号品牌“青岛啤酒”作为典型案例,梳理其品牌国际化历程,对其应时而变的市场布局战略,借船出海的市场准入战略以及定制化、体验化、数字化的国际化品牌传播策略进行总结,为中华老字号品牌国际化提供经验借鉴,助力对外讲好中国故事,弘扬优秀中国文化。

Under the great changes,Chinese brands undertake the dual tasks of“high-quality economic development”and“Chinese culture going out”.Chinese time-honored brands with unique historical and cultural connotation are the concentrated presentation of Chinese commercial civilization and excellent Chinese culture.Under the background of strengthening international communication and improving cultural self-confidence,the international marketing communication of Chinese time-honored brands is of great significance.This paper selects the Chinese time-honored brand“Tsingtao beer”with a history of more than 100 years as a typical case,combs its brand internationalization process,summarizes and combs its market layout strategy that changes from time to time,the market access strategy of“borrow someone else’s boat to go out of the overseas market”and the customized,experiential and digital International brand communication strategy,Provide experience for the internationalization of Chinese time-honored brands,help to tell Chinese stories and carry forward excellent Chinese culture.