西湖龙井茶传承发展和品牌综合保护的探索

Exploration of the Inheritance and Comprehensive Brand Protection of the West Lake Longjing Tea

西湖龙井茶是中国传统名茶,在中国名茶史上有着特殊的地位历史。文章梳理了西湖龙井茶传承发展的历程,总结了品牌综合保护的措施。政府管理部门通过制定《杭州市西湖龙井茶基地保护条例》、注册西湖龙井茶地理标志证明商标等方式加强对品牌的法律地位保护;采取种质资源保护和茶叶质量安全监管等措施做好品质提升;运用完善的标准体系规范产业生产、加工、管理各个流程;执行统一的品牌宣传提高西湖龙井茶社会公信力。同时文章也提出了关于继续促进西湖龙井茶品牌提升的建议。

As a traditional famous tea in China,West Lake Longjing Tea has a special historical status in the history of Chinese famous tea.This article sorted the development of its inheritance and history and summarized the measure of protecting the brand.Several approaches had been applied to protect the Longjing Tea brand,such as making local regulations and registering geographical indication brand.Germplasm resources protection and tea quality supervision were used to improve the tea quality.Standard system had been set up to regulate the production,processing and management.In addition,consistent brand publicity was used to improve the public trust.Meanwhile,this article also proposed some suggestions for promoting the tea brand.