贵州贵定云雾贡茶文化内涵与品牌发展定位研究

Cultural Connotation and Brand Development Orientation of Yunwu Tea in Guiding County,Guizhou Province

长期以来,贵州茶叶资源丰富。市场化后,贵州茶叶品牌更是琳琅满目。要找寻贵州茶叶品牌之独特性,可从茶叶发展历史梳整透析其文化底蕴。贵定云雾贡茶,因受历代封建专制统治盘剥,在当地地域文化系统中,长期承担象征皇权地位、民间奢侈品、物质财富的“高贵”的文化角色。发展到明清时期,在阳宝山佛教僧人制茶、传茶的影响下,由皇家专供到流入民间。当地少数民族将云雾贡茶贯穿于人生礼仪中,逐步形成“洁净”的民间认知。因此,建议将其品牌形象定位于“高贵”“佛性”“洁净”意涵,并采取多种策略与路径以打造独树一帜的贵州名茶品牌定位。

Guizhou is rich in tea resources for a long time.After marketization,Guizhou tea brands are even more diverse.In order to find the uniqueness of Guizhou tea brand,we can comb and analyze its cultural heritage from the history of tea development.Due to the exploitation of feudal autocracy,Guiding Yunwu tea has long played a"noble"cultural role as a symbol of imperial power,folk luxury and material wealth in the local regional cultural system.In the Ming and Qing Dynasties,under the influence of Yangbaoshan Buddhist monks′tea making and spreading,tea was supplied exclusively by the royal family to the people.The local ethnic minorities put Yunwu tea into the etiquette of life,gradually forming the folk cognition of"cleanness".Therefore,it is suggested to position its brand image in the meaning of"noble","Buddha nature"and"cleanness",and take a variety of strategies and paths to create a unique brand positioning of Guizhou famous tea.