基于茶文化的茶品牌建设研究——以四川蒙顶山茶为例

Research on Tea Brand Construction Based on Tea Culture——Taking Sichuan Mending Tea as an Example

目前,四川正处于全面发展农业现代化、重点发展茶叶、核桃等五大优势特色农产品的关键时期。四川茶业历史悠久,茶叶种植面积广,而川茶品牌凝聚力低、品牌价值不高、品牌知名度与认知度模糊等问题,给川茶品牌发展带来不利影响。针对茶品牌建设中的问题,通过研究蒙顶山茶品牌建设现状,从品牌意识薄弱、品牌文化缺失与品牌影响力弱等角度对比分析了川茶品牌建设不足的原因,并探讨了利用茶文化促进茶品牌建设的对策,以促进农业经济更好地发展。

At present, Sichuan is in the key period of the development of agricultural modernization, focusing on the development of tea, walnut and other three major advantages of agriculture products. Sichuan tea industry has a long history, tea planting area is wide.However, the problems such as low cohesion, low brand value, brand awareness and vague cognition of Sichuan tea brand, have a negative impact on the development of Sichuan tea brand. To promote agricultural economic development better, this article points out the problems in the construction of tea brand, Mending tea brand construction present situation, analyzes the reasons for the insufficiency of the tea brand construction from the perspectives of the weak brand awareness, the lack of brand culture and the weak brand influence.