基于来华留学生的中华文化对外传播策略研究--以泸州老窖窖池文化为例  

Research on the Communication Strategy of Chinese Culture Based on International Students Studying in China--Take Luzhou Laojiao Cellars Culture as an Example

作　　者：唐莉蓉 邓岳[2] TANG Lirong;DENG Yue(School of International Education,Southwest Medical University,Luzhou 646000,Sichuan,China;School of China Alcoholic Drinks,Luzhou Vocational and Technical College,Luzhou 646000,Sichuan,China)

机构地区：[1]西南医科大学国际教育学院,四川泸州646000 [2]泸州职业技术学院中国酒业学院,四川泸州646000

出　　处：《酿酒》2022年第4期28-31,共4页Liquor Making

基　　金：四川省社会科学重点研究基地中国酒史研究中心资助项目:泸州老窖窖池文化对外传播模式研究(项目编号:ZGJS2021-08);西南医科大学哲学社会科学2021年青年项目:构建医学院校中华优秀传统文化思想政治教育体系的研究(项目编号:2021SKQN04)。

摘　　要：文化是品牌最深沉的支撑力,坚定文化自信,向世界讲好中国故事任重而道远。通过充分挖掘泸州老窖窖池资源价值,向世界讲好中国白酒文化的品牌故事,以来华留学生为突破口,以“他方叙事”的视角让中华文化真正走出去;向来华留学生讲好中国白酒窖池文化的品牌故事,为窖池文化作为中国白酒文化“走出去”的代表提供传播参考路径;也将进一步提升能代表中国白酒特色的窖池文化在国际上的影响力,让窖池文化成长为“代表中国、享誉世界”的国际化中国白酒品牌文化。Culture is the deepest support for a brand.It is still a long way to tell a good Chinese story to the world to strengthen cultural confidence.By fully exploiting the resource value of Luzhou Laojiao historical cellars,telling the brand story of Chinese Baijiu culture to the world,taking international students in China as the breakthrough point,and from the perspective of"narration from other side",let Chinese culture really go out;To tell the brand story of Chinese Baijiu cellars culture to international students,and provide a reference path for the dissemination of cellars culture as the representative of Chinese Baijiu cellars culture"going out";It will also further enhance the international influence of cellars culture,which can represent the characteristics of Chinese Baijiu,and make cellars culture grow into an international Chinese Baijiu brand culture that"represents China and enjoys world fame".

关 键 词：国际传播 窖池文化 来华留学生 文化育人 中华文化 品牌故事 

分 类 号：TS262.3[轻工技术与工程—发酵工程]