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The Localization of Chinese Teas in America-- Third Submission Version
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The Localization of Chinese Teas in America
中国茶在美国的本⼟土化
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Thesis
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Presented in Partial Fulfillment of the Requirements for The Degree Master
of Arts in the Graduate School of the Ohio State University
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By
Mack Lorden, B.S.
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Graduate Program in East Asian Languages and Literatures
Ohio State University
2015
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Thesis Committee:
Xiaobin Jian, Advisor
Galal Walker
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ABSTRACT!
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In present-day United States of America, tea is an ever-increasing
beverage available to consumers in multiple forms: instant, ready-to-drink, iced,
etc. In China, tea is much more than just a beverage—it is a critical part of their
culture. This research aims to highlight the differences and similarities between
Chinese and American teas, cultures, and consumer markets, and from this
analysis draw conclusions as to how tea can be localized from a culture in which
it is ubiquitous (i.e. China) to a culture utterly lacking in tea habits and culture (i.e.
the USA). To succeed in this mission, one must take into consideration the
properties of tea itself, its background and cultural/historical significance, the
market conditions of both cultures, and the influence of organizations who have
already succeeded in bridging these gaps through the tea industry.!
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摘要!
⽬目前,美国茶市场越来越⼤大,消费者越来越喜欢中国茶,同时中国的茶市场仍
然欣欣向荣,蓬勃发展,因此本研究将分析中国茶在美国的本⼟土化策略。此研究也
分析美国市场对中国茶和茶相关产品的供给和需求,调查茶在中国如何营销,然后
使⽤用得出的数据和信息来创造⼀一个在美国的营销策略。最终的⽬目的是能使⽤用得到的
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Acknowledgements !
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! Writing this thesis has been a long and arduous process, though filled with
invaluable insight and learning opportunities every step of the way. First and
foremost I would like to extend my deep gratitude to Dr. Xiaobin Jian. At the
onset of the Chinese Flagship program in Qingdao, China, I came to Professor
Jian seeking advice on how to go about coming up with a suitable thesis topic.
Through his expertise and familiarity with my background and interests, he was
able to suggest the concept of localization, interesting in itself, and combine it
with Chinese teas, a perfect way to combine my interest in Chinese culture, my
background in human health, and my future with business. Henceforth, I received
level-headed guidance and patience when I came to him with questions,
comments, concerns, and even several failures. Thank you for hanging in there.
Additionally, I would like to thank my mentor Shengjun Jiang, who was critically
important during my early thesis writing days. It was because of her guidance
and never-ending proofreading that I was ever able to make it through my first
year. Thank you for teaching me how to write a thesis!!
! I would also like to thank my mother, Erin, who at one point helped me
realize my love and passion for China at a point when I was very close to
quitting. Without her “pep-talk” that night in January of 2014, I may not have
made it this far, so I owe her a great debt of gratitude. Additionally, I would like to
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6. recognize my father, Mark, who supported my decision to join the Flagship
program and pursue Chinese from the very beginning. His confidence in me and
this program never once wavered.!
! Finally, I would like to thank all of the faculty in the East Asian Languages
and Literatures department, especially Dr. Galal Walker, Mrs. Sunny Zong, Dr.
Jianqi Wang, Dr. Minru Li, and Dr. Patrick McAloon. From Dr. McAloon implanting
in my head the idea that I could become a Flagship student at an early stage of
my Chinese journey to my several classes and ultimately my capstone year in
China, all of you have had an incredible impact on shaping me into the man I am
today. I applaud your boldness, perseverance, patience, and graciousness, and I
can only hope that this brief acknowledgement will suffice in expressing my
profound gratitude. !
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Vita/简历!
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• June 2009 Covington Catholic High School !
• May 2013 B.S. in Human Nutrition, The Ohio State University !
• June 2013—August 2013 Critical Language Scholarship Winner and Attendee!
• August 2013—May 2014 FLAS (Foreign Language and Area Studies
Program) Fellow, The Ohio State University, Columbus!
• September 2013—May 2015 Critical Language Scholarship Ambassador!
• August 2014—May 2015 FLAS (Foreign Language and Area Studies
Program) Fellow, The Ohio State University, Columbus!
• September 2014—May 2015 Studied at Zhejiang University, China!
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Fields of Study!
Major Field: East Asian Languages and Literatures!
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