| 透析价值观对跨文化传播的影响——以西方葡萄酒品牌渗透为例 |
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| 引用本文： | 端珊珊.透析价值观对跨文化传播的影响——以西方葡萄酒品牌渗透为例[J].企业科技与发展,2010(4):143-144. |
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| 作者姓名： | 端珊珊 |
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| 作者单位： | 武汉理工大学文法学院,湖北武汉430070 |
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| 摘 要： | 不同民族之间的酒文化因民族的价值观不同而有所差异。笔者在比较我国的白酒文化与西方的葡萄酒文化所体现的价值现在权利距离与个人主义/集体主义2个维度方面的差异的基础上,分析西方的葡萄酒在我国的品牌渗透,并从跨文化传播角度加以详细分析。
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| 关 键 词： | 跨文化传播 葡萄酒营销 品牌渗透 |
The Influence of Value on Transcultural Communication——Based on the Example of the Penetration of Western Wine Brand |
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| Authors: | DUAN Shan-shan |
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| Institution: | DUAN Shan-shan (Literature ＆ Law School of Wuhan University of Technology,Wuhan Hubei 430070) |
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| Abstract: | There are differences of wine culture between different nations,due to different nations＇ values.Based on the comparison between China＇s liquor culture and western wine culture,which represents the differences between power distance, individualism and collectivism,the author analyzes the penetration of western wine in China＇s brands,in the perspective of transcultural communication. |
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| Keywords: | transcultural communication wine marketing brand penetration |
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