Study on the overseas market expansion of Chinese local specialties foods:a case of Huainan beef soup
Diet and culinary culture reflect the cultural literacy and level of civilization of a country's citizens.In the process of Chinese culture going global,the external dissemination of food culture can better cater to the needs and aesthetic feelings of foreign audiences,thereby promoting cultural interaction and integration between China and countries around the world,and promoting the upgrading and internationalization of local economic and industrial structures.Huainan beef soup,a famous specialty snack in Anhui Province,has become a household name in Jiangsu,Henan,Shandong,Anhui,and Shanghai,and has begun to go to the country in vacuum packaging like Liuzhou Luosifen in Guangxi.However,its international brand construction cannot meet the international market share in external communication,especially the brand image and communication discourse in external communication cannot enter the systematic construction and research.This study was based on the sales status of Huainan beef soup in both domestic and international markets,and focused on exploring brand-building strategies for the overseas dissemination of Chinese local specialty cuisine from the perspectives of packaging forms of export products to target language discourse.
Huainan beef soupoverseas market expansionthe design of outer packagingdiscourse system in translationbrand building
NETL
NSTL
万方数据
