基于茶文化传承的新式茶饮品牌构建研究

Research on the Construction of New Tea Drinks Brands Based on the Inheritance of Tea Culture

新式茶饮作为近年来兴起的一股消费热潮,它的产生根植于中国传统茶文化,是茶文化创新发展与文化传承的重要载体。新式茶饮品牌的消费群体多为追求健康、时尚和品质的年轻人,这些消费者对于茶饮产品的口感、外观和文化内涵都有较高的要求。新式茶饮品牌建设需充分依据市场现状与消费者需求,对其品牌定位、产品创新、文化融合、营销推广等方面进行全方位的思考,可以为新式茶饮企业的发展以及茶文化在现代社会的传承模式提供理论支持和实践指导。

As a rising consumption trend in recent years,new tea drinks are rooted in traditional Chinese tea culture and serve as an important carrier for innovative development and cultural inheritance of tea culture.The consumers of new tea drinks brands are mostly young people who pursue health,fashion,and quality.These consumers have high requirements for the taste,appearance,and cultural connotation of tea drinks products.The construction of new tea drinks brands needs to be fully based on market conditions and consumer demand,and to comprehensively consider brand positioning,product innovation,cultural integration,marketing promotion,and other aspects,providing theoretical support and practical guidance for the development of new tea drinks enterprises and the inheritance mode of tea culture in modern society.