摘要
文章对德国茶叶协会(Deutscher Teeverband)近三年发布的《德国茶叶市场年报》展开分析,总结德国茶叶市场的发展趋势,挖掘消费者对茶饮文化的需求与态度变化,以期更好地助推中国茶文化在欧洲的传播,促进中德跨文化对话和交流。分析发现,自新冠疫情爆发以来,德国茶叶消费逐年递增,人均茶消费创历史新高。茶的营养价值、精神内涵、价值态度和社交功能得以进一步挖掘。面对茶叶市场在德国的良好契机,应当进一步关注德国对茶叶多样性和创新性的需求特点,规范出口标准和质量要求,重视茶与养身理念之间的互动关系,进一步推介中国茶文化,突出茶在精神意蕴层面的宣传。
This article presents a multi-dimensional analysis of the last three years of the German Tea Market Annual Report published by the Deutscher Teeverband,Germany’s tea association.We summarize the trends in the German tea market to uncover the changing needs and attitudes of consumers towards tea drinking culture behind the phenomenon.The aim is to contribute to the European spread of Chinese tea culture and promote cross-cultural dialogue between China and Germany.The analysis reveals that tea consumption in Germany has been increasing year on year since the outbreak of the New Crown epidemic.The nutritional value,spiritual connotations,value attitudes and social functions of tea have been further explored.In the face of the good opportunities for the tea market in Germany,we should pay further attention to the German demand for tea and standardize export standards and quality requirements.In addition,we should also pay attention to the interaction between tea and the concept of wellness,further introduce Chinese tea culture and highlight the promotion of tea at the level of spiritual connotation.
作者
王佳懿
江可懿
WANG Jia-yi;JIANG Ke-yi(German Research Center,Zhejiang International Studies University,Hangzhou 310023,China;College of Western Languages and Culture,Zhejiang International Studies University,Hangzhou 310023,China)
出处
《中国茶叶加工》
2023年第2期77-80,共4页
China Tea Processing
基金
浙江外国语学院青年基金项目(2020QNYB6)。
