文创助力湖北茶类地理标志品牌创新发展研究

Innovation and Development of Hubei Tea GI Brands by Cultural and Creative Industry

针对湖北茶类地理标志品牌在疫情影响下面临的严峻挑战,及其发展过程中遇到的品牌竞争力和影响力不足、缺少具有湖北特色的知名品牌等问题,提出了由文创产业来助力湖北茶类地理标志品牌创新发展。通过数据分析与文献分析等方法,总结湖北茶类地理标志品牌的现状,并结合文创产业的特点,阐述其与湖北茶类地理标志品牌融合发展的作用及面临的问题,认为应充分利用文创产业对其它领域的整合优势,将营销、科技、设计、媒体、旅游等多方力量融入到二者融合发展中,促进疫情之后湖北茶类地理标志品牌在短期内实现振兴,中期内完成品牌升级,长期则达成良性运转。

In view of the severe challenges faced by Hubei tea GI brands with symbolic geographic features under the influence of COVID-19 pandemic,and the problems encountered in the process of development such as the lack of brand competitiveness and influence and the lack of well-known brands with Hubei characteristics,it is proposed that the cultural and creative industry should be used to promote the innovation and development of Hubei tea GI brands with symbolic geographic features.Through data analysis and literature review,this paper summarizes the present situation of Hubei tea GI brands and expounds the functions and problems of its integration according to the characteristics of cultural and creative industry.It is considered that we should make full use of the advantages of the integration of cultural and creative industries in other fields and incorporate marketing,science and technology,design,media,tourism and other forces into the integrated development of the two,with the purpose of ensuring that in the wake of the pandemic,Hubei tea GI brands will be revitalized in the short term,brand upgrade will be completed in the medium term,and benign operation will be achieved in the long term.