武夷茶产品命名文化研究

On Naming Culture of Wuyi Tea Products

以武夷岩茶和正山小种为代表的武夷茶,受到市场消费者的喜爱。为丰富茶企文化、吸引消费者,武夷茶产品已不局限于山场、品种的简单命名方式,而呈现出多样的命名文化。本文通过市场调查,认为武夷茶产品名称反映了山场、制作、形色香味等信息,并分析了武夷茶产品命名存在的问题,提出了命名策略,以期为茶企建构企业文化提供参考。

The Wuyi tea, represented by Wuyi rock tea and Lapsang Souchong, is appealing to the consumers in the market. In order to enrich the culture among all the tea companies and attract consumers as well, the Wuyi tea products are not satisfied with simple naming methods like naming by species or growing districts, but preferring diverse naming culture. On the basis of market research and analysis, the names of Wuyi tea products reflect their growing districts, production, form, colour, aroma, among others. This paper focuses on analyzing problems in naming Wuyi tea products and proposes some naming strategies, hoping to provide references for the development of tea company culture.