旅游管理与服务教育-福建坦洋工夫茶文化旅游品牌提升策略研究论文

摘要

随着中国经济高速的发展，对茶叶产生了强烈的兴趣和大量的消费需求的群众与日俱增。而茶叶市场上品牌日益增多和日益完善也让专家预言21世纪将会是茶的世界。坦洋工夫的复兴之路时成了不可避免的历史潮流。因此，本文在文献调查，实地调查和访谈的基础上，通过了解坦洋工夫的背景和现状，对品牌建设现状进行SWOT 分析，发现存在市场监管缺失，市场竞争激烈，营销方式单一，专业人才缺乏等问题，总结出提升旅游品牌的措施，如规范市场秩序，稳定价格体系等。

关键词：茶文化;旅游品牌;坦洋工夫

Abstract

With the rapid development of China's economy, there is a growing interest in tea and a large number of consumer demand. The growing number and sophistication of brands in the tea market has led experts to predict that the 21st century will be the world of tea. The revival of tanyang kung fu became an inevitable historical trend. Therefore, based on the literature survey, on the basis of field survey and the interview, by understanding the time background and present situation, carries on the SWOT analysis about the present situation of brand construction, found that there is lack of market regulation, market competition is intense, single marketing method, lack of professional talents, summarizes the measures of promoting tourism brand, such as standardize market order, a stable price system, etc.

Key words: Tea Culture;Tourism Brand；Tanyang Gongfu

1 引言 (1)

1.1 研究背景 (1)

1.1.1理论意义 (1)

1.1.2 实践意义 (1)

1.2 国内外研究综述 (2)

1.2.1 国外研究现状 (2)

1.2.2 国内研究现状 (3)

1.2.3 国内外研究现状述评 (4)

1.3 研究方法和研究内容 (4)

1.3.1 研究方法 (4)

1.3.2 研究内容 (4)

2 相关概念 (4)

2.1茶文化 (4)

2.2旅游品牌 (5)

3 坦洋工夫茶文化品牌建设SWOT分析 (5)

3.1优势(Strengths)分析 (5)

3.2劣势(Weaknesses)分析 (5)

3.3机会(Opportunities)分析 (6)

3.4威胁(Threats)分析 (6)

4 坦洋工夫茶文化品牌建设的现状和存在的问题 (6)

4.1坦洋工夫茶文化品牌建设的现状 (6)

4.2坦洋工夫茶文化品牌建设存在的问题 (7)

4.2.1缺乏市场监管 (7)

4.2.2市场竞争激烈 (7)

4.2.3营销途径单一 (8)

4.2.4专业人才缺乏 (8)

5 坦洋工夫茶文化品牌提升策略的建议 (9)

5.1规范市场秩序，稳定价格体系 (9)

5.2市场规模扩大，且突出优势 (9)

5.3营销途径多元化，加大投资 (10)

5.4专业人才培养，鼓励技术创新 (10)

6 结语 (11)

参考文献 (12)

致谢 (12)

附录访谈提纲 (14)