日本宇治茶品牌理念与营销策略

Brand Concept and Marketing Strategy of Uji Tea in Japan

丸久小山园坚持“品质本位”的制茶理念,其名下茶品屡获大臣赏等奖项。伊藤久右卫门在传统基础上传递新价值,精进茶产品深加工,与时俱进推出新式抹茶餐点。这2个品牌在品牌个性上互为补充,共同构成了体现茶道精神的宇治茶品牌。同时,宇治在茶旅融合方面成果斐然,对我国的乡村旅游具有一定借鉴意义:应对消费者的心理和行为进行研究,契合当下需求进行呈现;加大对旅游商品设计的投入,凝练出独特的文化符号植入产品和景观设计中。

Marukyu-Koyamaen sticks on its quality-based concept,which won numerous prizes like Minister Award.Ito-Hkyuemon delivers new value based on tradition,enhances deep processing of products related to tea and launches brand new refreshment which keeps up with the times.These two brands compose the Uji Tea Brand reflecting Sado Spirit as complementary.Meanwhile,Uji has achieved a lot in the tea-tourism industrial integration field and offered important lessons for Chinese rural tourism.We should investigate consumers'mental state and behavior,present in line with current needs.Moreover,we have to pour more efforts into the design of tourism product,condense unique cultural symbols and implanting them into products and scenery designs.