摘要
青岛啤酒与同期创建的其他啤酒一起开启了中国酿造工业的新篇章,成为近代啤酒工业的滥觞。青岛早期的啤酒生活构成了殖民地魅力要素的一部分。在啤酒逐渐流行、品牌增多的时代风潮中,作为啤酒行业先行者的青岛啤酒,凭其精良的酿造工艺与优质原料,销路一直畅旺,并逐渐与爱国运动和民族形象建立起关联。1949年以后,青岛啤酒在传承、更新现代啤酒酿造工艺的过程中,成功地调和了殖民遗产的文化属性,完成了民族品牌与国家文化认同的塑造,同时通过技术推广使啤酒消费真正大众化,培育出一种风靡全国的新都市生活方式与文化景观。
Tsingtao Beer,together with other beers created in the same period,opened a new chapter in China’s brewing industry and marked the beginning of modern beer industry.Early life with beer in Qingdao was part of the charm of the colony.In the days when beer was gradually popular and brands increasing,Tsingtao Beer,as a pioneer in beer industry,was flourishing with its excellent brewing technology and high-quality raw materials,and gradually established a relationship with patriotic movement and national image.After 1949,Tsingtao Beer in the process of modern inheritance and updating its brewing process,successfully reconciled the colonial heritage of cultural attribute,completed the shaping of the national brand with national cultural identity.At the same time,by promoting beer consumption through technology,it helped develop a new urban life style and cultural landscape which swept the country.
作者
马树华
MA Shu-hua(School of Literature and Journalism,Ocean University of China,Qingdao 266100,China)
出处
《东方论坛（青岛大学学报）》
2019年第5期77-93,共17页
Eastern Forum（JOURNAL OF QINGDAO UNIVERSITY）
基金
国家社会科学基金后期资助项目“20世纪青岛日常生活史”(17FZS033)的阶段性成果
关键词
青岛啤酒
技术推广
品牌
都市日常
Tsingtao Beer
technical promotion
brand
urban routine
