Research on the International Communication Strategies of Yanbang Cuisine from the Perspective of Cross-Cultural Communication
DOI:
https://doi.org/10.54097/h2987525Keywords:
Yanbang cuisine, Cross-cultural communication, International communication, Cultural discount, Dietary cultureAbstract
As an important branch of Sichuan cuisine, Yanbang cuisine features a "rich, strong and diverse taste" and carries the salt merchant culture of Zigong. However, its internationalization process is relatively lagging behind, facing such problems as cultural cognitive barriers, single communication channels and vague brand image. Based on the cross-cultural communication theory, this study systematically analyzes the current situation and predicaments of Yanbang cuisine in international communication, and puts forward four strategies: deepening cultural connotation, product innovation, channel expansion and technological empowerment, as well as compliant operation and sustainable development.
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