摘要
乡村振兴战略背景下,茶叶品牌作为驱动茶叶经济发展的新质生产力,亟需通过文化赋能实现品牌价值跃升。本文以川茶为研究对象,聚焦地域文化资源与品牌建设的深度融合路径:首先,系统梳理四川茶文化历史脉络与特色资源,构建“文化基因识别-产业价值转化”双维联动的川茶文化体系理论框架;其次,基于品牌感知与消费场景理论,提出“品牌形象符号化塑造、茶器包装在地性设计、茶空间沉浸式体验、茶旅产业生态化融合”四位一体的品牌融汇策略模型。研究通过文化体系建构与品牌实践路径的有机衔接,不仅为川茶产业转型升级提供创新方法论,更为乡村振兴背景下传统农产品的文化赋能与品牌增值开辟实践范式。
Under the rural revitalization strategy,tea brands have become a key driver of tea economy development.To enhance their value,they need cultural integration.This paper uses Sichuan tea as a case study to explore how regional cultural resources can be integrated into brand building.First,it analyzes the historical context and unique resources of Sichuan tea culture,creating a theoretical framework based on “cultural gene identification” and “industrial value transformation”.Second,leveraging theories of brand perception and consumption scenarios,it proposes an integrated strategy including “brand symbolization”,“localized tea utensil and packaging design”,“immersive tea space experiences”,and “integration of tea tourism”.By connecting cultural system construction with practical brand strategies,this study offers an innovative approach for upgrading the Sichuan tea industry and establishes a model for enhancing traditional agricultural products through cultural empowerment.
作者
蒋玉婷
周雨杰
颜小艳
JIANG Yuting;ZHOU Yujie;YAN Xiaoyan(Southwest Jiaotong University Hope College,Chengdu 610400,China;Chengdu Transportation+Tourism Big Data Application Technology Research Base,Chengdu 610400,China)
出处
《茶叶》
2025年第1期37-43,共7页
Journal of Tea
基金
国家级创新训练项目《茶叶品牌的建造与文化传播:以茶文化注入品牌以推动成都市茶行业发展》(202414262008)。
关键词
乡村振兴
川茶文化资源挖掘
川茶文化体系
品牌融汇
Rural revitalization
Sichuan tea culture resources mining
Sichuan tea culture system
brand integration
