摘要
近年来茶叶行业整体呈现高速发展态势,带动茶饮品在口感、包装、商业模式上发生了很多改变。各种新式茶饮品牌和饮茶方式随之诞生。本文通过对安化黑茶进行深入浅出的分析,了解茶叶市场的新需求、新变化,然后通过案例分析法总结出安化黑茶品牌化的有效策略,探索新的发展路径,使安化黑茶的品牌文化得到传播和传承。
In recent years,the tea industry as a whole has shown a rapid development trend,which has led to many changes in the taste,packaging and business model of tea drinks,and various new tea brands and tea drinking methods have been born.Through the analysis of Anhua black tea in simple terms,this paper understands the new demand and new changes of the tea market,and then summarizes the effective strategy of Anhua black tea branding through case analysis,and explores a new development path to spread and inherit the brand culture of Anhua black tea.
作者
武熙明
WU Xi-ming(Art College of Xiangtan University,Xiangtan 411105,China)
基金
2018年湖南省普通高校校企合作创新创业教育基地“非遗品牌化创新创业基地”研究成果,指导老师:左迎颖
关键词
安化黑茶
品牌
创新
文化
Anhua black tea
brand
innovation
culture
作者简介
武熙明,男,1999年出生,湘潭大学艺术学院艺术设计学本科生,专业方向为品牌设计。
