摘要
绍兴黄酒品牌由品牌产品与品牌文化两个部分构成。其品牌产品即一种酒饮料,其品牌文化来源于越文化。在产品同质化时代下,其品牌国际化的本质是其所蕴含的越文化在不同文化圈之间的位移。在这过程中,绍兴黄酒品牌既得益于越文化又受制于越文化,从而陷入越文化“困境”。对越文化实施适当的吸纳与超越可以走出这种“困境”。而绍兴黄酒品牌欲成为国际强势品牌,至少要做到两点,一是使其品牌名成为通用语汇,二是使其品牌成为越文化乃至中华文化(或其某一方面)的强烈的象征性符号(之一)。
The brand of Shaoxing Yellow Wine is composed of brand product and brand culture. Its brand product is a beverage. Its brand culture is originated from Yue culture. In the age of product homogeneity, the nature of its brand internationalization is the movement of the Yue culture absorbed by it among different culture circles. During the course of this movement Shaoxing - Yellow - Wine brand both benefits and suffers from Yue culture and thus falls into the Yue culture dilemma. Appropriately absorbing and transcending Yue culture are enough to overcome the dilemma. To become an internationally strong brand, the brand of Shaoxing Yellow Wine should at least aehieve two objectives, one is that its brand name becomes a popular word, the other is that its brand becomes an outstanding symbol of some aspect of the Yue culture or even the Chinese culture.
出处
《绍兴文理学院学报》
2007年第2期12-19,共8页
Journal of Shaoxing University
关键词
越文化
吸纳
绍兴黄酒品牌
brand
Yue culture
absorbing
transcending
