葡萄酒文化與生意於西班牙和中華文化之比較研究（2017）

GRAPE WINE CULTURE AND BUSINESS: COMPARISION BETWEEN THE SPANISH AND CHINESE CULTURE (2017)

巫宛真(WU,WAN-JHEN)

指導教授 ： 黃任佑

淡江大學/外國語文學院/西班牙語文學系碩士班/碩士(2018年)

https://doi.org/10.6846/TKU.2018.00201

摘要

本篇論文主要的研究目的為比較西班牙及中國葡萄酒文化及其生意與禮儀。
第一章為序論、目的及假設如下：
一、考究西班牙及中國葡萄酒文化背景，假設文化背景影響葡萄酒生意以及禮儀。
二、概述西班牙與中國葡萄酒生意，假設酒窖為家族式生意，生產區有其特色，酒文化觀光為核心。
三、考究兩邊文化的商務禮儀以及談判過程，假設禮儀為跨文化溝通重點，商務人士需要熟悉如何解碼。
四、提供建議與未來展望，假設其有絕佳的機會，提出阻礙其生意的重要因素。

主要動機：兩國是全世界葡萄栽培面積最大的國家前兩名。

本文研究方法為書目研究、質化分析以及量化分析。除此之外，也採用國際貿易理論，文化行政、比較文化、美食學與生意，酒觀光產業、社交和跨文化溝通等相關理論。

第二章探究文化背景，西班牙葡萄酒文化起源於希臘羅馬與基督文明。西班牙文化為扮演觀光業中極具重要的角色，它引人入勝之處在於葡萄園和相關文化活動。中華之葡萄酒文化亦是起源於希臘文明，在各朝代種繼續發展，葡萄酒顏色為紅色，為福氣的顏色，也是中醫學中天然藥材的一部分。

第三章概述兩邊文化之文化產品為葡萄酒生意一部份，兩國的酒窖都有觀光策略、出口產品。西班牙主要的競爭者為法國；中國則有許多外資；台灣的優勢則在市場，但是仍然需要再吸引葡萄酒生意的投資者與學生。

第四章談論禮儀，中華文化以儒家思想為最主要的價值觀，揭示了階級與個體的地位屬性，根據長幼次序、君臣位階、對雙親則要孝順(父子)等的五倫關係。“面子”與“關係”，或孫子兵法等都為中華文化中重要的思想基礎。西班牙文化則有基督文化，以愛為立基，以家庭為中心，都是做生意時的第一要務。西班牙文化中，葡萄酒就如同主角般的存在。

第五章為結論：
一、西班牙及中華之葡萄酒文化都起源於希臘文明，藝術活動、節慶、宗教儀式、在日常生活中處處可見，亦是商務活動中重要的增進文化認同感的指標。
二、西班牙的酒觀光產業為西班牙重點產業，中國為重要的競爭者，將影響其市場的佔有率。台灣是國際學習及商務中心，並且有龐大的市場商機。本文驗證了葡萄酒生意有許多的影響因素。
三、商務禮儀不盡相同：中華文化以儒家思想為本，有階級之分，偏向集體主義；西班牙則是基督文化為本，個人主義為主，在階級表現上較為不明顯，對於面子問題也較為彈性。
四、未來有許多機會透過國際法律與市場的策略創佳績。這部分提出葡萄酒文化生意的困難之處。

關鍵字

西班牙文化 ； 中國文化 ； 酒文化觀光 ； 台灣酒文化觀光 ； 商務禮儀

並列摘要

The main objective of this investigation is to compare the grape wine culture of the spanish and chinese cultures, the business that involves and the protocol that implies (2017).

The chapter 1 is the introduction. The specific objectives are related with the hypothesis as follows: 1) Examinate the chinese and spanish grape wine culture. The hypothesis related is that the cultural background is reflected in the business and the protocol. 2) Summarize the spanish and the chinese culture wine business main aspects. The hypothesis suggest that the enoturism is really important. 3) Study the business protocol of both cultures. The hypothesis explain that the business protocol is based on crosscultural communication. 4) Evaluate recommendations and present the future possibles scenarios. The hypothesis explian that the enormous quantities of factors link up to the business make the process difficult. The reason to compare both cultures is tha Spain and China are the countries with the world widest vineyards extension. The objectives was accomplish by a bibliographic research, also was used the qualitative and quantitatives methods. Also was used the next theories and research fields: international business, compare culture, gastronomy and business, enoturism, diplomacy and crosscultural communication.

The chapter 2 is about the cultural background. The idea pose that the origins of the spanish culture is related to the Greek, Roman and Christian cultures. The spanish culture is fundamental for the tourist sector, because its atractive is the vineyard and the cultural activities. The chinese culture started also with the greek culture, and evolutionated during the dinasties. For the chinese culture the grape wine color link up with the red color, the color of the luck and also is part of the chinese medicine.

The chapter 3, present the briefly the wine business, in both cultures the cultural products are really important, in the wineries enoturistic strategy and also by the exportation of the product to foreign markets. The Spain main competitor is France. In the other part, Mainland China, take advantage of the investment of foreign countries. The advantage of Taiwan is her market. But still needs to work in the attraction of investment to the wine sector by the attraction of international students and businessman.

The chapter 4, is about the protocol, the Chinese culture is govern by Confucianism mindset, based on a rigid hierarchy, the Confucianism 5 relationship, the concepts as Mianzi and Guanxi, and the business strategies. In the other part, the spanish culture frame is base on the christianism, which main value is love. For the spanish culture the wine is essential.

The chapter 5 is about the conclusions. The first objective and hypothesis is met because the grape wine is part of the identity and its reflected in the business. About the second objetive and hypothesis, at Spain the enotourism is essential. Spain have important competitors in Mainland China. But for Spain, the taiwanese market is better because their long relationship. Taiwan is an international study and business center and have a big market, so is have a big attractive. About the third objetive and hypothesis, the business protocol is different in both cultures. The chinese culture is govern by the collectivism, the confucianism and a rigid hierarchy. But the spanish culture is influence by the christianism, and also govern by a more flexible hierarchy and the individualism. The hypothesis is met, because is impossible to do business without the crosscultural knowledge. Finally, about the fourth objective and hypothesis, is also met, the business posibilites are a lot, but the international regulations, the market characteristics and other factors make it difficult.

並列關鍵字

spanish culture ； chinese culture ； enoturism ； enoturism of Taiwan ； protocol

參考文獻

EN ESPAÑOL:

Collombet, Fracois; Paireault, Jean Paul. (2007). El gran libro de los vinos. Traducción de Luis Cardona. Industrial Sur: Barcelona.

Fernandéz, Josep Bujan. (2002). Guía de la nueva cultura del vino. Editorial Freixenet: Barcelona.

Ford, Richard. Comidas y Vinos de España. (2009). Ed. de José Esteban y traducción de Enrique de Mesa. Reino de Cordelia: Unión Europea.

García Torrens, Luis. (2017). "El sabor de los grandes". Fundación para la cultura del vino: España.