摘要
茶文化作为中华传统文化的核心载体,其深厚的历史积淀与多维文化属性为茶叶品牌管理提供了独特的价值维度。本文系统梳理茶文化内涵及其发展现状,探讨其在品牌管理中的文化赋能机制,提出“价值内核构建—创新表达—场景体验—文化传播—品质保障”五位一体的应用路径,为茶企业实现文化驱动型品牌升级提供理论框架与实践参考。
As the core carrier of traditional Chinese culture,tea culture,with its profound historical deposits and multidimensional cultural attributes,provides a unique value dimension for tea brand management.In this paper,we systematically sort out the connotation of tea culture and its development status quo,explore its cultural empower-ment mechanism in brand management,and put forward the five-position application path of"value kernel construction-innovative expression-scenario experience-cultural dissemination-quality guarantee",in order to help tea enterprises realize the value of their brands.It proposes the application path of"value kernel constructioninnovative expression-scene experience-cultural communication-quality assurance",which provides a theoretical framework and practical reference for tea enterprises to realize culture-driven brand upgrading.
作者
王可心
Wang Kexin(Xinxiang Vocational and Technical College,Xinxiang,Henan Province,453006 China)
出处
《贵茶》
2025年第3期40-42,共3页
Journal of Guizhou Tea
关键词
茶文化
品牌管理
中华传统文化
《茶经》
Tea culture
Brand management
Traditional Chinese culture
Tea Classic
作者简介
王可心(1997-),女,硕士,助教,研究方向为电子商务、工商管理。
