摘要
本文以安徽省黄山市茶产业为研究对象,基于数智文旅视角探索其品牌建设与产业升级路径,旨在通过多元数字技术深度融合推动茶产业向品牌化、数智化转型及茶文旅深度融合。研究指出,黄山茶产业以下环节需重点关注:生产端的单位产量提升与科技应用水平,加工环节的自动化与标准化程度,传播渠道对年轻群体的覆盖范围,销售渠道与电商布局的升级优化,以及人才结构与培育体系的发展。针对上述环节,提出数智创新路径。在生产环节,构建区块链技术服务平台与茶产业大脑,实现茶叶全流程数字化管理;在加工领域,推进智能化工厂建设,提升自动化生产水平;在传播与销售环节,依托“走出去”“引进来”策略拓展市场,借助电商直播、数智平台强化品牌曝光;人才培养方面,整合内外资源构建多层次培训体系。团队研发集沉浸式茶旅体验、个性化茶饮推荐与线上销售于一体的“寻茶记”茶旅三维数智平台。该平台通过三维建模、AI算法等数字技术,实现茶文化具象化传播与茶产品多元化营销,配套区块链溯源、茶产业大脑等技术应用,有效提升了茶叶生产精准化与加工标准化水平。数智技术与茶产业的深度融合可提升黄山茶业品牌与市场竞争力,助力茶农增收与茶乡提质。本文为同类传统产业转型提供参考。
This study took the tea industry in Huangshan City,Anhui Province as the research object,explored its brand construction and industrial upgrading paths from the perspective of digital and intelligent cultural tourism,and aimed to drive the transformation of the tea industry toward branding and digital intelligence as well as the in-depth integration of tea culture and tourism through the deep integration of diverse digital technologies.The research pointed out that the following aspects of Huangshan’s tea industry required focused attention:the improvement of unit yield and the level of technological application at the production end,the degree of automation and standardization in the processing link,the coverage of communication channels among young consumer groups,the upgrading and optimization of sales channels and e-commerce layout,and the development of talent structure and training system.In response to the above aspects,the research proposed digital and intelligent innovation paths.At the production stage,a blockchain technology service platform and a tea industry brain were constructed to realize the digital management of the entire tea production process.In the processing field,the construction of intelligent factories was promoted to enhance the level of automated production.In the communication and sales links,market expansion was carried out based on the“going global”and“bringing in”strategies,and brand exposure was strengthened by virtue of e-commerce live streaming and digital-intelligent platforms.In terms of talent training,internal and external resources were integrated to build a multilevel training system.The research team developed a 3D digital-intelligent tea tourism platform named tea exploration,which integrated immersive tea tourism experience,personalized tea beverage recommendation and online sales.Through digital technologies such as 3D modeling and AI algorithms,this platform achieved the figurative communication of tea culture and diversified marketing of tea products.Coupled with the application of supporting technologies including blockchain traceability and the tea industry brain,it effectively improved the precision of tea production and the standardization of tea processing.The deep integration of digital-intelligent technologies and the tea industry could enhance the brand strength and market competitiveness of Huangshan’s tea industry,and help increase tea farmers’income and improve the quality of tea-producing areas.This paper provided a reference for the transformation of similar traditional industries.
作者
辛雨杉
刘蓓曦
于鲢悦
XIN Yushan;LIU Beixi;YU Lianyue(Anhui University,Hefei 230601,China)
出处
《安徽农学通报》
2025年第24期136-140,共5页
Anhui Agricultural Science Bulletin
基金
国家级安徽大学商学院大学生创新创业训练计划项目(202410357247)。
关键词
数智文旅
茶产业
数智平台
茶旅融合
digital-intelligent cultural tourism
tea industry
digital-intelligent platform
integration of tea and tourism
