摘 要：在当今世界经济一体化趋势越来越明显的背景下，文化的全球扩张与渗透已成为不可逆转的时代特征。科技的全方位发展和广泛的移民潮使邦国概念日趋模糊，而跨文化交流与多元文化的发展正对世界产生着深刻而广泛的影响。我国是历史悠久的文明古国，也是当今世界上举足轻重的文化之邦。中华文化正随着我国腾飞的经济迅速传播至世界各地，同时也深受到来自世界各地的异域文化的影响。中华文明要能在当今世界持续发挥积极的作用，就必然要敞开胸怀，吐故纳新，吸收更多优秀的异域文化成为我们文化的新元素。咖啡文化就是一种十分重要的异域文化元素。作为世界三大饮品之一，咖啡在其长久的发展进程中培育了丰富的文化内涵；而现代化更赋予其深刻的当代西方文化的特征。咖啡文化早已经进入我国，并在我国各个领域产生了广泛的影响。但对咖啡文化在我国的传播问题目前却并没能引起学界足够的重视，在学界几乎没有人研究过这个问题。鉴于此，本文即从跨文化的视角、从咖啡及咖啡文化的相关知识入手，研究咖啡文化在我国传播过程中遇到的问题，对产生这些问题的原因进行探究；并在此基础上，提出咖啡文化在我国健康传播的策略。
关键词： 跨文化 咖啡文化 传播
ABSTRACT：Under the background of the today's world economic integration trend is more and more obvious, the global expansion of culture and the permeability characteristics of The Times has become irreversible. The all-round development of science and technology and the widespread immigration makes nations concept has become increasingly blurred, and cross-cultural communication and the development of multiculturalism is profound and extensive impact on the world. Our country is a civilization with a long history, but also plays an important role in today's world of cultural bond. Chinese culture is spread rapidly all over the world along with the boom of economy, deeply to the influence of foreign culture from all over the world at the same time. Chinese civilization should play an active role in today's world, it must be open, keeping, and to absorb more outstanding foreign culture become the new elements of our culture. Coffee culture is a kind of very important foreign cultural elements. As one of the world's three largest drinks, coffee in its long development process has fostered a rich cultural connotation, and modernization to endow them with more profound characteristic of modern western culture. Coffee culture has already entered our country, and had a broad impact in all areas in our country .But, the spread of coffee culture in our country did not cause enough emphasis on academics at present, almost no one has studied this problem in academic circles. In view of this, this article namely from the cross-cultural perspective, and the related knowledge of coffee and coffee culture set out to research on the problems in the process of coffee culture spread in our country, explore the causes of these problems; and on this basis, puts forward the health strategy for the spread of coffee culture in our country.
Keywords：cross-cultural; Coffee culture; spread
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