The Cultural Output from the Localization Fusion Perspective of Coffee Culture in China 从咖啡文化在中国的本土化融合视角看文化输出开题报告

1. 研究目的与意义（文献综述包含参考文献）

The Cultural Output from the Localization Fusion Perspective of Coffee Culture in China从咖啡文化在中国的本土化融合视角看文化输出1. IntroductionSince the reform and opening up, foreign affairs have entered China like a surge, and coffee, as one of the alien species, has triggered a new "coffee revolution" in China, where "people depend on food". For the past several thousand years, Chinese people have been drinking tea elegantly, but as Western countries have a greater right to speak internationally, Western culture has also had a huge impact on developing countries. In January 1991, the famous international coffee maker Starbucks opened its first store in China. In just 20 years, Starbucks has opened more than 4,100 stores in 168 cities across mainland China and has more than 57,000 employees. In addition, all kinds of privately-run coffee shops are blooming in the Chinese market. For a time, coffee seems to have become a symbol of a new style of life, and China's traditional drink "tea" has become synonymous with "elderly people." With the slogan "Great Renaissance of the Chinese Nation" and the completion of the "Belt and Road" national strategy, the importance of the output of Chinese traditional culture has become increasingly prominent. Therefore, exploring the local integration of coffee culture in China will greatly help Study the output of Chinese culture. The thesis mainly introduces the emergence and development of coffee culture, the development of coffee culture in China, and explores the main points in the process of cultural output. Finally, it discusses how to make Chinese food culture go global.1.1 Definitions of cultural outputCultural output is a purposeful and conscious activity of a country. It is the process of disseminating or forcing its own culture to other countries. It is the process in which the outputting country seeks the audience to accept its culture, and even the culture of the recipient country is replaced by the outputting country's culture. It is a one-way flow process, requiring the culture of the outputting country to be in an advantageous position, at least advanced to the culture of the importing country, or it should be a "strong culture."(Zhao Xuan, 2014) For a country to output its culture to the outside world, it needs advanced material conditions, such as advanced media and communication tools. These helps facilitate cultural outputs and penetration into other countries more conveniently, quickly, and comprehensively. In today's world, western developed countries have accumulated first-mover advantages in economy, technology, and capital, and their strong cultures can be outputted and penetrated to other parts of the world. Cultural output mostly occurs between countries with different ideologies, or between countries with strong ideologies and values, and countries with relatively weak cultural development levels.1.2 Definitions of cultural localizationBefore explaining the meaning of cultural globalization, we must first clarify a concept, that is, cultural transformation. Cultural conversion refers to the process by which one culture is absorbed, transformed, and renewed into a new culture when different cultures meet. Cultural transformation can be divided into two modes: cultural globalization and cultural localization. In the context of the global cultural diversification and mutual integration, cultural globalization undoubtedly represents an important trend. However, the localization process of the weak culture's reference to the learning of the superior culture is not invisible. The so-called integration of cultural localization refers to another form of cultural transformation, which is the process by which weak cultures learn from the content and forms of dominant cultures, and reconstruct and transform them into their own cultures. Vulnerable cultures learn from advanced cultures, and then integrate local advantages to develop and innovate cultures, thereby realizing the process of cultural localization. (Xing Dan, 2004)Compared with the direct conversion of culture, the process of cultural localization and integration has more obvious positive significance for cultural diversity. On the one hand, in the process of cultural transformation, the process of one culture being absorbed, transformed, and updated by another culture into a new culture is not promoted in the integration of cultural localization, which makes multiculturalism more effective On the other hand, in the cultural transformation, the content or form of the original culture changes. This is a very purposeful process. This is also avoided as much as possible in the integration of cultural localization.1.3 The development of coffee culture in ChinaThe coffee culture in mainland China should start in the British, French and Japanese concessions of old Shanghai. As the "Oriental Pearl" of the Oriental Metropolis, the development of coffee culture in old Shanghai should be said to be the earliest in the country, and the cafes at that time were foreigners and first-class Chinese haunting occasions. Today in China, people are more and more love coffee. The ensuing "coffee culture" is full of every moment of life. Whether at home, in the office, or on various social occasions, people are drinking coffee, which is gradually associated with fashion and modern life. Coffee houses everywhere have become a good place for people to talk, listen to music, and relax, and coffee has gradually developed into a culture. Whether it is freshly ground coffee beans or freshly brewed hot coffee, it exudes a rich aroma and is intoxicating. There are many ways to savor this indulgence: espresso, cappuccino, latte, flavored coffee ... they offer a variety of options for people who frequent cafes in Beijing, Shanghai and other big cities in China. Chinese people also gradually like to make coffee by themselves. Make a fresh cup of coffee with roasted coffee beans, percolation pot and filter paper. At the same time, thousands of cafes seem to be filled with cities overnight. China, an ancient civilization, will eventually create its own coffee culture. With the long history of coffee being widely known, Chinese people have shown great enthusiasm for coffee. Data show that China's coffee consumption is rising year by year and is expected to become an important coffee consumer in the world. The earliest coffee planting in mainland China began in Yunnan. In the early 20th century, a French missionary brought the first coffee seedlings to Zhukuola (the source of Houya) in Binchuan County, Yunnan. Now, in China's Guangdong, Guangxi, Yunnan, Taiwan, and Xiamen, Fujian and other places there are coffee trees introduced more than 100 years ago, that is, Chinese coffee. Today, Yunnan coffee produced on China's own land, with its noble quality and low price, will promote this trend, guide this fashion, become the Chinese own coffee brand, and thus have China's own unique coffee culture. (Jin Yu, 2017)2. Literature review2.1 The localization fusion of coffee culture in ChinaSince the reform and opening up of foreign-funded enterprises entering China, the coffee culture represented by Starbucks has rapidly occupied the Chinese market. Yu Yiming (2016), a researcher at Shandong University, detailed in his research article The Analysis of Starbucks (China) Cross-cultural Marketing Strategy how Starbucks has opened up the market through the integration of cultural localization. Starbucks does not copy the American model in China. For China with a long history of tea drinking, Starbucks has adopted an "adaptation and reflection strategy." It has established a research and development centre in China and constantly develops localized menus to cater to Chinese tastes. Starbucks has launched many products with Chinese characteristics in China, such as green tea Frappuccino, matcha latte Frappuccino, Chinese tea, tea latte and other drinks. Starbucks also tailored foods such as sesame matcha tea rolls, sesame biscuits, mango chicken rolls, and vegetable tofu rolls according to the dietary characteristics of Chinese consumers. In January 2009, Starbucks launched in China the first beverage made with Chinese coffee beans, "Phoenix over clouds ". This product not only meets the tastes and emotional needs of Chinese consumers, but also localizes the Starbucks supply chain. Laying the foundation. In March 2010, Starbucks launched nine tea drinks in China, including three Chinese teas, four original leaf exotic teas and two special teas. New tea is very popular in China, and some stores are even out of stock. In addition, Starbucks has also launched many products with Chinese characteristics in the Chinese market, such as the zodiac piggy bank and Chinese traditional culture mugs. These products quickly became Starbucks 'new growth points of interest in China, accelerating the speed and scale of Starbucks' promotion of its coffee industry.Starbucks pays great attention to Chinese traditional culture. When doing new product marketing, Chinese traditional culture is often used as the starting point for marketing activities. In China, Starbucks sells not just coffee, but a corporate culture. Starbucks will plan some cultural events to celebrate traditional Chinese festivals, such as making full use of the Mid-Autumn Festival's custom of eating moon cakes and the concept of reunion, using emotions as a bond to trigger the emotional resonance that misses each other and desires to gather, these elements were incorporated into Starbucks moon cakes, which greatly stimulated product sales. Starbucks moon cake is a model of Starbucks' integration of Chinese traditional culture. Its sales volume has maintained a double-digit annual growth rate and has been retained as a unique product in China for a long time. In addition, the Starbucks series launched by Starbucks in the Dragon Boat Festival has also won praise from Chinese consumers and become a fashion trend.Nowadays, more and more people in China understand and love coffee. The coffee retail industry represented by Starbucks has successfully achieved a strong output of coffee culture through its own cultural integration strategy.2.2 Chinese cultural output and economic developmentWestern culture is strongly imported into China through various channels, and sees the huge economic benefits it generates. China realizes the importance of cultural export, but China's cultural export business has a long way to go. How to better carry out cultural export and obtain economy Benefits have become a subject worthy of study. Chinese historian Zhou Yiliang (1987) once divided culture into three broad definitions, chivalry and deep meaning. In a broad sense, it refers to the sum of material wealth and spiritual wealth created by humans in the development of social history. Narrow culture refers to the spiritual wealth created by ideology, including beliefs, customs, moral sentiments, academic thinking, literature and art, Science and technology; culture in the deep sense refers to further integration, generalization, refining, and sublimation in several different areas of narrow culture, or in areas that are unrelated to narrow and broad cultures, and draw a more universal existence in The common material in many fields, that is, the most essential or characteristic of a national culture. Researcher Song Hongyang (2019) from Xi'an International Studies University points out in her article A Study on the Relationship between Cultural Output with Chinese Characteristics and Economic Development in the New Era that cultural output can increase the influence of the country's culture, and in turn Improve your country's position in the international market and help gain more international voice. In addition, in the process of imitating and studying in other countries, the cultural industry will inevitably promote the development of other industries, especially for economic development. China was once defined as a processing plant in the world. It consumes labour and environmental resources in exchange for rapid economic development. However, in recent years, China is struggling to get rid of the current economic development model. It is aware of the importance of cultural output and its ability to serve the country After the potential of huge economic benefits, the state has given huge support to the cultural industry in terms of policies and funds. In the output process of cultural works and products, the display of various material forms and ideologies will have a great appeal to those who collide with them, so that the culture will be initially exported to all aspects of society and the input culture will be received. People will follow and imitate. In this process, relevant products of cultural exporting countries or regions have fully demonstrated their attractiveness, so the possibility of being recognized and purchased will increase, directly affecting economic development.Due to China's large population and rapid economic growth, other countries have noticed the huge potential of China's cultural market. Japan, Europe and the United States and other cultural industry powers, that is, regional outstanding works are emerging endlessly, and the related cultural industries are fierce. As a result, the Chinese cultural industry can only watch the Chinese people spend their money to support foreign cultural industries. Although China's cultural industry has been trying to make breakthroughs in many aspects, it is not large enough and the effect is not significant. Therefore, it is urgent to develop a cultural industry with Chinese characteristics. We don't just need to retrieve the audience in our country and transport them to culture. Chinese people can value their own cultural characteristics, but also show our culture to other countries, and promote the economic development of our country while exporting culture.3. Methods and Procedures of the StudyFirst of all, I like coffee very much, and I am also deeply influenced by coffee culture. As a regular customer of Starbucks, I have a deeper understanding of the cultural value conveyed by coffee itself and coffee products. The research of this thesis is very close to my life. At the same time, I am also a tea drink enthusiast. I grew up under my father's word and deed, and I know more about tea than coffee. It can be said that my in-depth knowledge of these two drinks and the culture behind them supports my research.The specific research is divided into three parts. The first step is to broadly understand the connotation of coffee culture and its process of localization and integration in China. The second step is to specifically analyze the success of localization and fusion of coffee culture in China in combination with relevant theories of marketing and cross-cultural communication. The third step is to further consider the scientific methods and excellent strategies of cultural output based on the research results of the second step.4. Conclusion The construction of self-confidence in Chinese culture is naturally inseparable from the positive results of Western civilization. Xi Jinping pointed out: "Every nation and nation should learn with modestness and actively learn from the strengths and essence of the ideological culture of other nations. An important condition for self-confidence and self-reliance. "Chinese and Western cultures are not a dualistic relationship, or one or the other, but they can learn from each other and learn from each other's strengths. Although the output of Western cultures poses a huge challenge to the confidence of Chinese cultures, Chinese and Western cultures are not absolute binary oppositions. Just as Buddhism has become Chinese, the beneficial elements of Western cultures will also be transformed and absorbed by Chinese cultures. Objectively speaking, the culture of each nation has its own advantages and strengths, and Western culture has also formed its own unique advantages in its long history. Undoubtedly, Chinese culture and Western culture each have their own strengths. Advanced socialist culture with Chinese characteristics can make a correct evaluation of Western culture, draw on its positive components in comparison, and discard its negative components in selection. Development adds new vitality. The "Belt and Road", as a modernization and concreteness of China's "going out" development strategy, is a historical continuation and development of the ancient "Silk Road". It not only bears the historical mission of promoting cultural communication and exchanges among nations, but also The development of international economic and trade relations has a positive role to play. China's cultural output has not been more than ten years since it was officially put forward, and there are many places that need to be further improved in the development process. This is exactly the significance of the paper exploring the fusion of coffee culture output and localization of coffee culture.

2. 研究的基本内容、问题解决措施及方案

First of all, I like coffee very much, and I am also deeply influenced by coffee culture. As a regular customer of Starbucks, I have a deeper understanding of the cultural value conveyed by coffee itself and coffee products. The research of this thesis is very close to my life. At the same time, I am also a tea drink enthusiast. I grew up under my father's word and deed, and I know more about tea than coffee. It can be said that my in-depth knowledge of these two drinks and the culture behind them supports my research.The specific research is divided into three parts. The first step is to broadly understand the connotation of coffee culture and its process of localization and integration in China. The second step is to specifically analyze the success of localization and fusion of coffee culture in China in combination with relevant theories of marketing and cross-cultural communication. The third step is to further consider the scientific methods and excellent strategies of cultural output based on the research results of the second step.