以文化营销创新推进安化黑茶品牌建设  

Promoting the Brand Building of Anhua Dark Tea by Cultural Marketing Innovation

作　　者：邓懿珊 朱海燕[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

出　　处：《茶叶通讯》2015年第2期53-55,共3页Journal of Tea Communication

基　　金：湖南省科学技术厅重点项目(2014ZK2029);教育部科学技术研究项目(2013BAD20B00)

摘　　要：品牌竞争已成为茶叶市场竞争的焦点。以文化营销创新推进茶品牌建设,对推进茶产业发展具有重要战略意义。本文立足安化黑茶文化基本特征,分别从茶事活动、产品文化内涵、教育和茶文化产业等四个方面的应用策略创新探讨推进安化黑茶品牌建设。In today＇s tea market, the market competition has quietly focused on brand competition. Promoting the brand building of Anhua dark tea by cultural marketing innovation has an important strategic meaning in the promotion of Anhua tea industry. Based on the basic features of Anhua dark tea culture, this paper explores innovative application strategies to promote the brand building of Anhua dark tea from the four aspects of tea activities, product gultural connotation, education and tea culture industry.

关 键 词：安化黑茶 茶文化 营销 品牌 

分 类 号：S571.1[农业科学—茶叶生产加工]