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中国白酒文化国际认同质性研究
引用本文:依来阿支,唐勇,薛广召.中国白酒文化国际认同质性研究[J].酿酒科技,2020(6):98-103.
作者姓名:依来阿支  唐勇  薛广召
作者单位:成都理工大学旅游与城乡规划学院,四川成都610059;成都理工大学旅游与城乡规划学院,四川成都610059;成都理工大学旅游与城乡规划学院,四川成都610059
基金项目:四川省高校人文社会科学重点研究基地川酒文化国际传播研究中心项目"基于网络自媒体的中国白酒文化国际认同与传播研究";国家留学基金;成都理工大学中青年骨干教师发展资助计划
摘    要:中国白酒国际化问题是近期传播学与跨文化领域的重要研究方向。聚焦网络自媒体文本中对中国白酒的评价,揭示国际消费者对中国白酒文化的认同现状与问题。结果表明,国际消费者普遍对中国白酒文化缺乏认同感,难以接受口味独特的中国白酒,特别是对中国白酒品质、传统酿造工艺、酒精浓度、价格的认知存在偏差。研究结论有望为迫在眉睫的中国白酒文化国际认同问题的解决提供参考。

关 键 词:酒文化  认同  自媒体  质性研究  中国白酒

Qualitative Research on International Identification of Chinese Baijiu Culture
YILAI Azhi,TANG Yong and XUE Guangzhao.Qualitative Research on International Identification of Chinese Baijiu Culture[J].Liquor-making Science & Technology,2020(6):98-103.
Authors:YILAI Azhi  TANG Yong and XUE Guangzhao
Affiliation:(College of Tourism and Urban-rural Planning,Chengdu University of Technology,Chengdu,Sichuan 610059,China)
Abstract:The internationalization of Chinese Baijiu has been a hot topic in the field of cross-cultural communication.To address this issue,we employed the qualitative research method on international consumers’comments on Chinese Baijiu collected from user generated contents online,so as to reveal the international identification of Chinese Baijiu culture.The results indicated that:most international consumers hardly took a positive attitude toward Chinese Baijiu,not mentioning appreciating its culture;and there were widespread misunderstanding of the quality,the brewing process,the alcohol content and the price of Chinese Baijiu.The findings may offer some reference for solving the problem of international identification of Chinese Baijiu and its culture.
Keywords:Baijiu culture  identification  we media  qualitative research  Chinese Baijiu
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