论文部分内容阅读
伏特加酒诞生在公元14世纪的俄罗斯,酒度一般在40度至55度,属于低度烈性酒,纯度极高,今已跻身世界十大名酒行列。俄罗斯人吃黑鱼子酱,喝伏特加酒,是极具民族风情的美食佳酿。所以在人们的印象中,只有俄制造的伏特加(Vodka)才是正宗的伏特加。怪不得前苏联解体后数日,Stolichnaya 伏特加赶紧在报纸上刊登出全版广告,标题是:“我们比以往更加以身为俄国人为荣”。在美国市场上,甚至许多美国本地生产的伏特加也冠上俄国的名称。Stolichnaya 伏特加酒抓住这种“虚假”的表象,在美国市场上始终坚持它“俄国列宁格勒制造”的定位,从而牢固霸占了领导者的地位。所以,当1978年美国 Carillon 公司为进口代理1879年产于瑞典的绝对牌(Absolut)伏特加投资6.5万美元,进行一项专门的市场调查时,得出的结论是:
Vodka was born in Russia in the 14th century AD and its alcoholicity was generally between 40 and 55 degrees. It is a low spirit and has a high degree of purity. Today it has become one of the ten most famous wines in the world. Russians eat black caviar and drink vodka, which is a very national food. Therefore, among the people’s impressions, only Russian-made Vodka is the authentic vodka. No wonder, a few days after the disintegration of the former Soviet Union, Stolichnaya Vodka quickly published a full-page advertisement in the newspaper entitled “We are more proud of the Russians than ever before.” In the U.S. market, even many locally produced vodkas also bear the name of Russia. Stolichnaya vodka seizes this “false” appearance, insists on its position in the United States “made by Russia Leningrad”, and thus firmly takes over the status of the leader. Therefore, when the American Carillon Company invested in the Absolut vodka, which was produced in Sweden in 1879, for an investment of 65,000 U.S. dollars for a special market survey in 1978, it concluded that: