武当道茶文化研究

Wudang Daoist Tea Culture

武当道茶的营销策略综合运用了历史、传说、仪式以及神圣化的地点来塑造其产品身份的独特性。道茶文化的发展与武当山作为一个代表道教及道教武术的历史与当代实践的特殊地点的发展是同步的。通过历史传说、茶艺表演和产品包装等多种形式,武当道茶的营销试图借助物质化的认同感(consciousness of materialized identify)来激发消费者对武当山的历史、地方传统和景观产生想象,进而产生购买欲望。然而,在现今竞争激烈的全球茶叶市场上,此种营销套路已为业内人士所熟知。专业人士更倾向于透过实际的品鉴来判定茶叶的品质。武当道茶未来或许能够借助武当山世界文化遗产地的优势在世界特色茶叶市场取得一席之地。然而就目前来看,它仍只是一个象征着帝王的、民族的、道教的以及具有强烈地方色彩的创新品牌。

This article explores the promotion of tea culture at Wudang Mountain, a Daoist tem- ple complex in Hubei Province that is a popular tourist destination. At shops in temples and market areas, vendors brand their tea as Wudang Daoist tea, emphasizing its health benefits and connecting their teas to the Daoist discourse of life-nourishing （yang sheng） practices. In their marketing materi- als and on their websites, the management of the Eight Immortal Temple Tea Plantation further cites folklore and mythic history to claim profound local roots for Wudang tea culture. In so doing, this company echoes the memory narratives of more fa- mous Chinese teas like Iron Guanyin and Dahong- pao .