基于“乐活族”消费特征的湖南黑茶产品开发  

Discussion on the Hunan Dark Tea Products Development Based on the LOHAS Consumption Characteristics

作　　者：朱海燕[1] 王秀萍[2] 王厅[1] 陈升毕[1] 

机构地区：[1]湖南农业大学园艺园林学院,湖南长沙410128 [2]福建省农科院茶叶研究所,福建福安355015

出　　处：《茶叶科学技术》2012年第4期49-52,共4页Tea Science and Technology

摘　　要：近十年来,"乐活族"逐渐成为一种生活潮流。"乐活族"具有鲜明的价值观体系和消费行为特征,倡导"自然、环保、可持续、健康、快乐"的生活理念。时下,追求"乐活"生活方式的人数不断增加,茶产品"绿色、天然、健康"之特性契合"乐活族"的消费心理,因此,立足"健康、生态、快乐",有针对性地开发"乐活"黑茶产品正逢其时。在政府与企业的双重努力下,塑造企业文化,宣传推广"乐活"知识与茶知识,践行"乐活"生活方式,必将有力促进黑茶产业的发展,也将为茶产业及全球的持续健康发展作出有益贡献。In the past ten years, LOHAS which has distinct value system and consumer characteristics gradually became a kind of life tide. They advocated the natural, environmental, sustainable, healthy and happy life philosophy. Nowadays, LOHAS increases, and the green, natural, healthy tea products exactly fit the psychology of these consumer, so based on the idea of healthy, ecological, happy to develop ＂LOHAS ＂dark tea products were coincided and feasible, the governments and the enterprises＇ both should try the best to build the enterprise culture, to promote ＂ LOHAS ＂ knowledge and tea knowledge, to practise the life way of＂ LOHAS ＂,it will certainly promote the development of the dark tea industry, and will also make useful contributions for the sustainable development of tea industry and the global.

关 键 词：乐活族 黑茶 健康 可持续 产品开发 

分 类 号：F426.82[经济管理—产业经济]