Kufunsana ndi Gulu la Kugwiritsa Ntchito Malonda a German, Horst Dornbusch
Kodi Bayi Wonse Wachijeremani Ali kuti?
Mndandanda uliwonse wa mayiko okwera pamwamba uyenera kuphatikiza Germany. Zakale komanso zamakono, mowa wabwino nthawizonse umagwirizanitsidwa ndi Germany ndi Ajeremani, ndipo mawu ambiri okhudzana ndi mowa ndi mowa omwe amagwiritsidwa ntchito padziko lonse ndi German. Germany ndi mowa ndi zosagwirizana m'maganizo ndi miyambo ya okonda mowa padziko lonse.
Ngakhale zonsezi, mowa wotumizidwa kuchokera ku Germany kupita ku US, imodzi mwa misika yaikulu kwambiri ya mowa lero, ndi yaing'ono.
Kufufuza kofulumira m'masamu a anthu ambiri ogulitsa mowa kumasonyeza zambiri zomwe zimatumizidwa - Mexican, Canada, Dutch, Belgium, British - koma mabedi ochepa a ku Germany. Ndipo, nthawi zonse, oimira dziko la Germany akulamulidwa ndi Pilsner ndi mabotolo a ma tirigu ndipo ndi ochepa chabe a German brewers.
Ichi ndi chinthu chimene Horst Dornbusch amathera nthawi yambiri akuganizira. Dornbusch ndi mlangizi ku German ndi ena a European breer brewers ndi opanga zinthu zopangira. Amachita bizinezi kuti ayesetse kumvetsa chifukwa chake zotsutsanazi zilipo ndikupeza njira zothetsera vutoli. Iye anati: "Ndimayesetsa kupanga masewera olimbitsa thupi." "Ndili kumbali ya magulu awiri. Ndili kumbali ya wofalitsa chifukwa amasula mchira wawo kuti apange bwino brew. Ndipo ndili pambali pa wogula. "
Mitundu Yabwino Yambiri ya Dera la Germany
Kaya amadziwa kapena ayi, kusowa kwa mowa wa ku Germany ku msika wa US kumakhala kosangalatsa kwa okonda mowa kumeneko.
Mowa ndi mowa sizitsimikizika kwambiri ku Germany, koma mowa wa German ndi ena mwabwino kwambiri padziko lapansi.
Amamwa ambiri a ku America, omwe amadziwika ndi ma calchés omwe amagwirizana ndi chikhalidwe cha ku Germany, amagwirizanitsa mowa wa German ndi nthawi zambiri Skunky Pilsners omwe amapanga magalasi awo a Amerika.
Iwo sazindikira kuti pali mitundu yambiri ya ma Jeremani omwe alipo komanso mitundu yosiyanasiyana ya mowa yomwe imapezeka mkati mwa mafashoni. Pa nthawi yomweyo, okondedwa a mowa wa US amadziwika bwino ndi mitundu yambiri ya ma British ndipo akuyandikana kwambiri ndi mabotolo a ku Belgium .
Izi sizingowonjezereka kwa a brewers achi German. Ngakhale kuti mbiri yawo yapadziko lonse ndi imodzi mwa mabungwe opanga mowa kwambiri, malonda akuchepa ndipo German breweries akutsekedwa. Malingana ndi Dornbusch, oledzera a ku German amakhala akuyang'ana mowa vinyo, mowa ndi zakumwa zosakaniza . Zaka makumi atatu zapitazi zawona kuchepa kwakukulu kwa chiwerengero cha mabungwe a German.
A German pafupi ndi US Beer Markets
Kusiyanitsa pakati pa msika wa mowa wa Germany ndi msika wa mowa wa ku America ndizochuluka kwambiri monga chikhalidwe chawo.
Bungwe lokonzekera mowa umene ukupitiriza kusintha chikhalidwe cha mchere wa ku America kukhala chimodzi mwa zokondweretsa kwambiri padziko lapansi chikutsogoleredwa ndi apainiya omwe adawatsutsa m'ma 1970 ndi 80s. Amakhala ndi mphamvu yaunyamata yomwe imasonyezedwa m'mbali zonse za mowa, kuchoka muzithunzi ndi njira zachakuta kuti zikhale zosangalatsa, zolemba zowona.
Mofananamo, mowa wa German wakhala wodalira chitsanzo chomwecho cha bizinesi kwa mibadwo.
Monga omwera ku Germany amasiya kwambiri kumwa mowa mwa akulu awo, njira yodalirika imeneyi yodzichitira bizinesi ikulephera kuswa a German ndipo akufunikira kupeza msika kwinakwake kapena kusiya kumwa mowa.
Nkhani Zophatikiza Mowa Wachijeremani
Pali zambiri zogulitsa zakumwa kusiyana ndi kupeza kwinakwake kuti muzigulitsa. Kuwombera ndi kugulitsa mowa m'deralo ku Germany kumapewa mavuto ambiri osadziwika.
Dornbusch amamvetsetsa mavuto atsopano a kutumiza ndi kusungiramo mowa omwe amalonda achi German amakumana nawo pamene amayesa kugulitsa mowa wawo kwa makasitomala omwe amakhala m'mayiko awiri ndi nyanja. Mavutowa akuphatikizapo kuwonongeka, kusungirako katundu ndi malonda, ndi nkhani zambiri zalamulo zokhudzana ndi kugulitsa mowa m'dziko lino.
Vuto la Kugawidwa kwa Mowa kwa United States
Ndondomeko ya American Distributor ili yapadera padziko lapansi. Dornbusch akunena kuti ndi "cholengedwa chachilendo" kwa operekera kunja.
Mchitidwe uwu ndi zotsatira za mbiri yachirendo ya mowa ku US: chikondi chimene chimakhala ndi chiyanjano chimene Achimereka akhala nacho ndi mowa kuyambira pachiyambi. Ubale wosamvetsetsekawu unatsimikiziridwa ndi Kuletsedwa pamene kayendetsedwe kabwino kameneka kenaka kunachititsa kuti anthu ambiri azidandaula kuti azitha kumwa mowa, zomwe zinkasokonezedwa mosavuta ndi anthu ambiri.
Nyumba Yomanga Nyumbayo
Mnyamatayo yemwe ankamukonda kwambiri wa gulu la anti-alcohol anali mzere wa mipiringidzo ndi malo ogonera omwe amadziwika ngati nyumba zomangidwa. Nyumba zomangidwa, zomwe zikupezekabe m'mayiko ena kuphatikizapo Germany, ndi mabungwe omwe amamwa mowa ndipo amatha kuyang'ana mowa.
Makonzedwe ameneŵa nthawi zambiri amachokera ku brewery ndalama zowakhazikitsa ndalama zoyambira ndikupangira zipangizo zoyenera pa bar kuti atsegule bizinesi.
Kuchokera m'misasa ndi kuunika kwa glassware ndi kulandira mat. Makampani opanga mafilimu otchedwa "laissez faire" ndi makina atsopano opangira zamakono a kumapeto kwa zaka za m'ma 1800 ndi kumayambiriro kwa zaka za zana la makumi asanu ndi awiri (20th century) adayambitsa kuyambira kwa mabungwe akuluakulu a ku America omwe angamenyane ndi malo omwe amangidwa ndi nyumba yomangidwa pafupi ndi ngodya iliyonse.
Nyumba zowamangiriridwa izi zinali mapanga enieni a kusaweruzika. Onetsetsani Starbucks aliyense akutumikira Coors, Budweiser, kapena Busch ndipo komwe, ndi wink ndi kugwedezeka, munthu akhoza kumbuyo komwe kutchova njuga, uhule ndi zina zilizonse zomwe zilipo momasuka. Ichi chikhoza kukhala chinachake cha masomphenya okhwima pa zenizeni, koma sizinali zoganiza za Prohibitionists.
Mphamvu ya Ogawa Pambuyo Pomwe Kuletsedwa Kulimbidwa
Pamene Kuletsedwa kunachotsedwa sikunangobwereranso ku chikhalidwe chomwecho. Olemba malamulo ankawona kuti pakufunika kukhala njira yothetsera kubwereranso ku nyumba yomangidwa chifukwa chakuti inalola kuti aziwongolera kwambiri mowa. Kotero, dongosolo lofalitsa linabadwa.
Kunena zoona, ogulitsa analipo nthawi zonse, koma dongosolo latsopanoli ndilo zomanga zatsopano. Linapereka chitsimikizo pakati pa brewery ndi wogulitsa ndipo icho chinathetsa kuthekera kwa kubwereranso ku nyumba yomangidwa.
Chifukwa chake, amagawa a US lero ali ndi mphamvu zambiri; zoposa makampani oyendetsa katundu omwe ali pafupi kwambiri ndi ofanana nawo ogawa m'mayiko ena. Nthaŵi zambiri, amatha kulamulira zomwe mowa ndi mowa zimagulitsidwa kudera linalake. Kuti athetse vutoli, malamulo omwe amapereka ogawawa ndi osiyana mu dziko lililonse.
Mavuto Omwe Akumwa Mowa
Chifukwa cha chisokonezo cha US distributor system, n'zosadabwitsa kuti abambo nthawi zambiri amafunikira mkhalapakati akamayesa kutumiza mowa wawo ku msika wa US. Apa ndi pamene Dornbusch amathandizira.
Mtundu Wosakanikirana Wotumiza Zamoto
Mndandanda wa kubereka ndi wosavuta:
- Mowawo amawathira mowa kwa wogulitsa katundu yemwe watumiza iwo kuchokera ku brewery ndi kudutsa malire a US.
- Wotumiza katunduyo ndiye amapereka mowa kwa wofalitsa yemwe amagulitsa mowa mowa ndi kuupereka kwa ogulitsa.
Imodzi mwa mavuto akulu omwe brewer akukumana nawo m'dongosolo lino ndikuti amamasula kulamulira mankhwala awo nthawi yomwe imachokera ku brewery. Mowa wangwiro uli ndi mapulaneti ochepa chabe ndipo amavutitsidwa mosavuta. Kutentha komwe angakumane nayo pakapita kutumizira ndi kokwanira kuwononga mowa. Nkhani zina zomwe zingabwere ndi nthawi komanso kuwala. Zinthu zonsezi zikuwoneka kuti zikukonzekera kuwononga mowa.
Kuwononga katundu wa mowa kungapweteke kwambiri kuposa kungopereka zochepa chabe zosagwedezeka, makamaka ngati chizindikirocho sichidziwika.
Taganizirani wogula amene akuwona malonda atsopano a ku Germany pa masitolo osungirako katundu ndikuwutenga. Ngakhale kuti akuyembekeza chidziwitso chakumwa chakumwa cha Germany , amapeza mowa wa stale, skunky. Iye sakudziwa kuti zikhoza kuti zinayambira monga mowa wokongola womwe iye anali kuyembekezera; Amangodziwa kuti mowa tsopano ndi woopsa.
Dornbusch akulongosola kuti, "Chiwonongekocho chikuwonongeka, koma mukuwona kuti wofalitsa / wowotumiza sakupereka mankhwala chifukwa mankhwala akusinthasintha. Malingana ngati wothandizirayo ali ndi malo osungirako ofika m'sitolo yomwe wapatsidwa, akhoza kungotembenuza katundu. "
Inde, wogulitsa ndi wofalitsa sayenera kukhala makamaka chidwi chosunga khalidwe la mowa ndi kulimbikitsa chizindikiro.
Kawirikawiri, cholinga chawo ndi kupanikiza phindu kuchokera ku chinthu chimodzi osati kumanga ubale wautali ndi brewer.
Ndipotu, Dornbusch akunena kuti adawona kuti otsutsa samangowonongeka koyambirira kwa mowa ndipo sazindikira phindu lililonse kuchokera muzogulitsa, komanso amalandira ngongole kuchokera ku makampani a US kuti azigulitsa ndi zina. Amakumbukira kampani imodzi yomwe imapeza ndalama zokwana madola 12,000 inakhala ndalama zokwana madola 5,000!
Msonkhano Woopsya wa Wofalitsa
Vuto lina limene abusa achilendo akukumana nawo, ndipo akugawana ndi akatswiri ochita masewera olimbitsa thupi akuyesera kuti agwe pansi , ndikuti ambiri mwa anthu 2,500 ogulitsa ku US lero ndi zomwe Dornbusch amazitcha osonkhanitsa.
Osakhala ndi chidwi chenicheni pogulitsa moŵa wa mowa kwa ogulitsira malonda, omwe amawagulitsawo amasaina mgwirizano ndi ophwanya ndi kulamulira mowa mowa wambirimbiri. Pomwe mgwirizanowo watsekedwa ndi zovuta kwambiri kuti abambo amachoke pa ofalitsa; Komabe, lamulo limapangitsa kukhala kosavuta kuti wogulitsa achoke. Kotero ogawana ena amatha kusonkhanitsa mwadala mwazizindikiro powasindikiza pamene sakuwakonda kwenikweni.
Izi zikhoza kukhala njira yotetezera mizere yawo yomwe ilipo bwino, kapena kuti ogawirawo akudikirira kufunika kwa mtunduwo kuti akule popanda kuyikapo kanthu.
Zomwe zilizonse zolinga za otsatsa, izi zikuwoneka kuti ndizovuta kwa operekera.
Ngakhale zimakhala zophweka kuti abambo atuluke mu mgwirizano, iwo amatha kugula njira yawo. Mtengo wa kugula nthawi zambiri umachokera ku chiwerengero cha milandu yomwe idagulidwa ndi wogawa, kawirikawiri kuzungulira $ 25 payekha. Choncho, ngati wofalitsayo avomereza kutenga 3,000 milandu ya mowa, brewery ayenera kulipira madola 75,000 kuti achoke mu mgwirizano ndikuyesera kuyang'ana wothandizira wina amene angapereke kapena asapereke mankhwala omwewo.
Kodi Pali Njira Yatsopano Yothetsera Zogulitsa Zachi German?
Dornbusch wakhala akudziwika mbiri yotetezera mabotolo ku machenjerero amenewa. Kuwonjezera pa kupita kumutu ndi oyang'anira ndi otumiza nawo pazinthu zoterozo, akukonzanso njira yatsopano yopangira operekera mankhwala kuti agulitse malonda ku msika wa America.
Pogwira ntchito pamodzi ndi mabungwe asanu a Bavarian breeds , adagwirizana ndi wogulitsa katundu komanso wogulitsa omwe adzasamalire zosowa za mowa pa nthawi yobweretsa katundu. Amatcha dongosolo latsopano la Cold Track. Mowa umakhala wozizira kuyambira nthawi yomwe umachokera ku brewery mpaka ukugwedeza alonda.
Mowa unabweretsedwa ku US kuchokera ku Germany pogwiritsira ntchito Cold Track dongosolo lidzanyamula chizindikiro cha Cold Track, penguin yokhala ndi tray ya mowa. Zidzakhala malonjezano kwa wogula kuti mowa udzakhala wabwino kwambiri pakamwa pambuyo pake.
Kumvetsetsa New Market Culture
Kuzindikira kwa Dornbusch za miyambo ya ku America ndi ku Germany ndi mwinamwake kwambiri. Angathe kuzindikira kuti chikhalidwe chake chidzasokonezeka kwambiri chifukwa chakumwa kwa ogulitsa ake ku Germany. Mwachitsanzo, "Ambiri akuyang'ana chiyani?" Akufunsa za ma laberi. Yankho ndilosavuta: "Chizindikiro ndi kalembedwe."
Izi ndizo zomwe abambo achi German samangowoneka kuti sakuzimvetsa.
Ambiri a ku Germany akhala akuswedwa ndi kugulitsidwa kumudzi kwa mibadwo yonse. Omwe amamwa mowa wa ku Germany amakula kuti adziwe mtundu wa mowa umene amawotcha mowa wamba komanso chizindikiro cha brand kapena brewery pa botolo ndizo zonse zomwe akufunikira kuti adziwe zomwe zili mkati. Koma maumboni a mowa samapezeka kawirikawiri kuposa dera lanu.
Chowonadi cha kuika chizindikiro pamsika wa US sikumapezeka kwa abambo achi German amene agulitsa mowa wawo mwa njirayi kwa zaka mazana ambiri. Iwo samawona kwenikweni chifukwa chomwe angasinthire tsopano.
Kutha kwa Kumwa Mowa Wachijeremani
Kusintha kumafunika ngati akufuna kupulumuka. Dornbusch akuti chikhalidwe chokonda kwambiri chakumwa chakumwa chakumwa cha Jeremani chili panjira. Akafunsidwa ngati izi sizochitika mwamsanga zomwe zidzakonzekere, adayankha mozama. "Sizochitika. Zakhala zikuchitika zaka 30, "akutero. "Sindinayambe ndondomeko."
Mwamwayi, kumwa mowa kwabwera kwa malita pafupifupi 20 pazaka 10 zapitazi ndipo zikupitirirabe ngati achinyamata akubwerera kumbuyo kwa zakumwa za makolo ndi agogo awo.
Zaka makumi atatu ndi zisanu zapitazo, madola okwana 3,500 ankagwira ntchito ku Germany; lero zokwana 1,250 zokha. Tsogolo lakale likuoneka ngati lopweteketsa kwa azimayi a ku Germany pokhapokha atatha kupita ku misika ya kunja, zomwe ambiri mwa iwo sakhala nazo kale m'mbuyomu.
Izi sizikuwonetseratu bwino pa masamu a mabomba a US omwe mabomba a German amadziwika kwambiri .
Monga mowa wachitsulo ndi zochokera kunja kuchokera ku Mexico, Holland ndi Canada zimapititsa malo owonjezera ofikapo, mowa wa German wasokonezeka kwambiri pamsika kuti, mwa nkhani zonse, akuyang'ana mowa mowa kwambiri.
Monga momwe dziko ndi dziko lonse likuzindikiriramo mowa wawo , ndizochititsa manyazi kuti malonda a German akulowa m'mayiko oterewa ku msika wa mowa wa US.
Mwayi Watsopano Pamapeto
Ngati Dornbusch ali ndi chirichonse chomwe anganene pa izo, posachedwapa izi zidzasintha. Sikuti akugwira ntchito kuti abweretse mowa wambiri wa ku Germany ku msika wa US, komabe akuloseranso kuti machitidwe a mowa wa German adzakhala sitepe yotsatira kwa US breft brewers .
Ndi zochepa zochepa, mafashoni a kayendetsedwe ka mowa ku US atsatira njira ya kummawa kudutsa ku Ulaya. Ndalama zoyambirira zamatabwa zomwe zinkapangidwa mobwerezabwereza zinkapangidwa kwambiri . Izi zimamveka pamene maberewawa ali odzaza ndi zokometsera ndipo anali zojambula zazikulu ku mowa wamadzi zomwe zimayang'anira msika wa US. Mabakiteriyawa ndi otchipa komanso ophweka kupanga, ogwiritsira ntchito makampani omwe anali kupanga njira yake.
Pambuyo pake, mowa wa ku Belgium ukugwedezeka. Mabomba a ku Belgium sangawonongeke kwambiri panthawi ya sitima komanso omwera mowa amawakonda. Mafilimu ochokera ku Belgium adapeza zilembo zamakono komanso zamatabwa zomwe zinayankha zomwe zikufunika.
Masiku ano, ena mwa mabwino abwino kwambiri a ku Belgium akuphatikizidwa ku US
"Ndipo monga momwe mafunde a Belgium akugwedezeka, ndikuganiza kuti mtsinje wotsatira udzakhala German," adatero Dornbusch. "Kuwombera kwa Germany kukuyenera kuchitika chifukwa ndicho chokha chimene chatsalira chomwe chingakhale chachikulu. Ndikutsimikiza kuti ogula adzakoka phokoso limodzi kapena opanga zida, atatha kufika pomwe akuti, 'Tingachite chiyani kenako?' "
Izo sizingakhoze kuchitika mu mwezi wotsatira, koma yang'anani miyeso yambiri ya Chijeremani pa masamulo a US. Kaya imatumizidwa kapena kubedwa ndi azinyalala, ngati ndi mowa wamtengo wapatali, mwayi wotchedwa Horst Dornbusch uli ndi chochita ndi kuyika pamenepo. Tsitsirani!
Lofalitsidwa Poyamba: September 23, 2007