“小产区”茶品牌设计与传播策略研究

Research on Tea Brand Design and Communication Strategies in"Small Production Areas"

在区域公共品牌助推、广博地域文化滋养以及茶叶差异化消费驱动下“小产区”茶品牌迎来了巨大的发展空间,分析安化地区茶叶“小产区”品牌建设的困境,梳理“小产区”优势资源、地域文化与茶品牌的关系,充分利用数字媒介的优势特性,使“小产区”茶品牌视觉形象具备灵活的表达空间,将产区信息以更准确直观的视觉语言传递给消费者、让消费者对“小产区”茶叶建立起品牌认同感,从而促进“小产区”茶叶的销售,以此推动茶业结构调整和产业升级。

Driven by the promotion of regional public brands,the cultivation of Guangbo regional culture and the differentiated consumption of tea,tea brands in"small producing areas"have ushered in huge development space.We analyzed the dilemma of tea"small producing area"brand construction in Anhua area and simplified"The relationship between the superior resources of"small production areas",regional culture and tea brands,give full play to the advantages of digital marketing,give the visual image of tea brands in"small production areas"a flexible space for expression,and turn production area information into more accurate insights The visual language is conveyed to consumers,allowing consumers to establish a sense of brand identity for tea from"small production areas",thereby promoting the sales of tea from"small production areas",thus promoting the structural adjustment and industrial upgrading of the tea industry.