越红工夫茶加工工艺及品牌建设对策

Processing Technology and Brand Building Countermeasures of Yuehong Gongfu Tea

浙江绍兴生产工夫茶历史悠久,其中越红工夫茶曾被列入全国知名红茶行列。本文介绍了越红工夫茶的发展历史和生产现状,总结了其初制加工工艺的操作方法和技术要求,包括鲜叶采摘(采摘时间、茶树品种)、运输、贮青、萎凋、揉捻、发酵、干燥、提香、精制等,以规范越红工夫茶加工技术,保持其品质特征,稳定产品质量,同时从定位和目标群体、品牌故事和核心价值观、地理标志打造、包装设计和品牌传播、与消费者互动和建立关系等方面阐述了越红工夫茶品牌建设对策。

Shaoxing,Zhejiang has a long history of producing Gongfu tea,and Yuehong Gongfu tea was once listed as a nationally renowned black tea.This paper introduced the development history and production status of Yuehong Gongfu tea,summarized the operation methods and technical requirements of the initial processing technology,inclu-ding fresh leaf picking(picking time,tea tree varieties),transportation,storage,withering,rolling,fermentation,drying,aroma improvement,refining,etc.,in order to standardize the processing technology of Yuehong Gongfu tea,maintain its quality characteristics,and stabilize product quality.The brand building countermeasures of Yuehong Gongfu Tea were elaborated from the aspects of positioning and target audience,brand story and core values,geographical indication creation,packaging design and brand communication,and interacting and building relationships with consumers.