关于激活文化基因赋能茶品牌建设的思考  

Thinking of Activating Cultural Gene to Empower Tea Brand Construction

作　　者：陈富桥[1] 胡林英[1] 伊晓云[1] 姜仁华[1] CHEN Fuqiao;HU Linying;YI Xiaoyun;JIANG Renhua(Tea Research Institute,Chinese Academy of Agricultural Sciences,Hangzhou 310008,China)

机构地区：[1]中国农业科学院茶叶研究所,浙江杭州310008

出　　处：《茶叶通讯》2024年第4期553-557,共5页Journal of Tea Communication

基　　金：中国农业科学院茶叶研究所基本业务费专项(1610212022011、1610212022010);国家现代农业(茶叶)产业技术体系建设专项(CARS-19)。

摘　　要：中国是茶的发源地,茶文化是中华优秀传统文化的重要组成部分。21世纪以来,我国茶产业快速发展,产业规模快速扩张,茶品牌体系日益丰富完善,但品牌建设中面临诸多问题,如区域性品牌多但国际国内知名品牌少、区域公用品牌强但企业品牌弱、品牌名气与产品质量不匹配、茶文化概念被滥用、茶叶品牌认知不清晰等。据此,应充分激活茶文化基因,科学传承与挖掘茶文化,构建精准茶品牌文化体系,突出茶品牌文化的当代价值,强化文化营销推广,以文化激发品牌个性与价值,赋能茶品牌溢价,不断提升中国茶品牌的竞争力和传播力。China is the birthplace of tea,tea culture is an important part of excellent traditional Chinese culture.Since 21 century,China's tea industry has developed rapidly,and the tea brand system has become increasingly rich and perfect.However,brand construction of tea is also facing many problems,such as there are many regional brands but few well-known international and domestic brands,strong regional public brands but weak corporate brands,mismatch between brand reputation and product quality,abuse of tea culture concepts,and unclear understanding of tea brands.Based on this,it is necessary to fully activate the genes of tea culture,scientifically inherit and explore tea culture,build a precise tea brand culture system,highlight the contemporary value of tea brand culture,strengthen cultural marketing and promotion,stimulate brand personality and value with culture,empower tea brand premium,and continuously improve the competitiveness and communication power of Chinese tea brands.

关 键 词：茶文化 文化基因 茶品牌 赋能 

分 类 号：F326.12[经济管理—产业经济] F323.5[轻工技术与工程] TS971