区域公用品牌的国际传播与跨文化叙事研究——以“泰州早茶”为例

A Study on International Communication and Intercultural Narration of Regional Public Brands—A Case of “Taizhou Morning Tea”

摘要: 地方特色美食已成为区域公用品牌塑造与跨文化传播的重要载体。本文以“泰州早茶”为个案，基于区域公用品牌与跨文化传播理论，采用文献调查、案例研究、经验数据分析相结合的混合研究路径，梳理其历史文化内涵与品牌资产，诊断国际传播困境，并基于海外视频平台的内容评论分析与跨文化理解度问卷的试点发现，提出叙事优化策略。研究表明：泰州早茶已形成“一茶三点一面”品类体系，但其国际传播仍面临高语境文化导致的叙事折扣、“有品类无品牌”的符号缺位、传播渠道薄弱及标准化支撑不足等问题；儒家文化圈与欧美文化圈受众在符号解码上存在显著差异。据此提出文化转译、品牌建构、渠道扩容、产业兜底四大策略，并强调对传播效果保持“流量非即影响力、出海非即入心”的批判性反思，以期为区域公用品牌的国际传播与跨文化叙事提供实践参考。

Abstract: Local specialty cuisines have become a vital carrier for building regional public brands and facilitating cross-cultural communication. Taking “Taizhou Morning Tea” as a case and drawing on theories of regional public brands and intercultural communication, this paper adopts a mixed approach of literature review, case study, and empirical data analysis to sort out its historical and cultural connotations as well as brand equity, identify dilemmas in its international communication, and put forward strategies for narrative optimization. The research shows that Taizhou Morning Tea has developed a product system of “one tea, three snacks and one noodle”. Nevertheless, its international communication is still confronted with several challenges: narrative discount caused by high-context culture, symbolic deficiency of “product categories without a strong brand”, weak communication channels and insufficient standardization support; audiences from the Confucian cultural circle and the Euro-American cultural circle differ significantly in symbol decoding. Accordingly, four strategies including cultural translation, brand construction, channel expansion and industrial support are proposed to provide references for the international communication and intercultural narration of regional public brands, together with a critical reflection that traffic is not equivalent to influence and going abroad is not equivalent to reaching hearts.