“茶文化”产业价值实现形式的演进

Two realization approaches of tea culture's industrial value

作为非物质文化的"茶文化"在茶产业中发挥着重要的作用,其产业价值实现形式主要包括增加茶产品文化附加值和独立茶文化产业运作。前者在当前中国最为常见,后者在近年来文化产业高速发展的社会语境中也获得了长足发展,但来自茶产业自身的主体性实践仍相对较为缺乏。从茶产品营销手段到独立的文化产业,是"茶文化"产业价值发展的必然。作为独立产业形态的"茶文化产业"能够延长茶产业的产业链,使"茶文化"产业价值得到充分发挥;而茶企业作为投资主体参与茶文化产业的发展,有利于完善市场利益联结机制,形成产、加、销及文化衍生品一体化的产业经营格局。在茶文化产业发展的过程中,应该注意"文化"与"产业"两种属性的相互关系,努力让"文化"引导"产业"发展。

As a kind of intangible cultures, the tea culture plays an important role in the tea industry. There are two realization approaches in tea culture＇s industrial value. The tea industry could increase the cultural added value of tea products and develop the tea culture industry itself. At present, the former is the common cultural marketing mode in China tea market; the latter has been improved in the social context of booming culture industry in recent years. Moreover, the tea manufacturers are still lacking of practicing in tea culture market. The tea culture industry which is an independent part of whole tea industry can extend the tea industry chain and give full play to the industrial value of tea culture. As the investors, the tea manufacturers＇ participating in the tea culture industry could help to improve the mechanism of market interests and form the integration of production, processing, sale and the culture derivatives. From the tea products sales to the tea culture industry sales, the new marketing tool would promote the industrial value of tea culture. In the process of tea culture industry, we should pay attention to the interrelation of culture and industry which are conflicting, and allow the culture to guide the healthy development of industry.