文化创意与茶产业的发展

在知识经济时代,文化创意已经成为推动经济发展的一个重要因素。茶产业发展水平的提升和可持续发展必须重视文化创意的理念和运用。我国文化创意在茶产业中起步较晚,文化创意在经营模式、产品形态、品牌建设等方面运用不足,以此为契机分析提出以下措施:(1)文化创意改进经营方式;(2)文化创意提高宣传效果;(3)文化创意推进产品创新;(4)文化创意带动产品生产,以期促进文化创意在茶产业发展中的运用,促进茶产业的发展。     

清代及民国时期浙江茶叶初级市场与出口茶埠变迁

清代及民国时期是浙江茶叶经济大起大落的关键时期。受茶叶外销的刺激,浙江形成了散布产区、较为广阔的茶叶初级市场。产区所产茶叶集中到初级市场后,再汇集到宁波、杭州、温州三大茶埠。但从发展趋势来看,浙江茶叶经济无论是茶叶生产、茶叶初级市场,还是出口茶埠,最终均不可避免地走向了衰落。     

巴蜀茶文化与中国茶文化的发展

中国茶文化起源于巴蜀地区,也就是中国的西南。道家尊道贵德、重人贵生、天人合一等思想成为中国茶文化的精髓和重要源泉。中国茶文化与茶产业呈现了一体化的发展趋势。茶文化资源的开发,将资源优势转化为产业优势．是中国茶产业走向高效快速发展的必由之路。     

唐诗中的浥湖（南湖）

岳阳的南湖在唐诗中多称为浥湖,李白、张说等都曾结缘浥湖,温婉多情的泡湖抚慰了诗人的心灵．涤荡了诗人的胸襟。在山水中诗人得到了精神的升华,找到了心灵的皈依。浥湖诗表达出诗人怡然自得的生活情趣和超然旷达的人生态度。浥湖山寺、浥湖竞渡、浥湖含膏名茶与美丽的浥湖山水一起构成独特而又迷人的泡湖文化。     

武当道茶文化研究

This article explores the promotion of tea culture at Wudang Mountain, a Daoist tem-ple complex in Hubei Province that is a popular tourist destination. At shops in temples and market areas, vendors brand their tea as Wudang Daoist tea, emphasizing its health benefits and connecting their teas to the Daoist discourse of life-nourishing ( yang sheng) practices. In their marketing materi-als and on their websites, the management of the Eight Immortal Temple Tea Plantation further cites folklore and mythic history to claim profound local roots for Wudang tea culture. In so doing, this company echoes the memory narratives of more fa-mous Chinese teas like Iron Guanyin and Dahong-pao. In China as elsewhere, convenient travel now puts people in contact with areas and peoples that a few decades earlier only a few non-locals explored. As a consequence of a global trend towards com-modification, members of local groups, including distinctive ethnocultural groups, now seek to create distinctive local brands for a tourist market. Corpo-rations now regularly mine local traditions to find i-tems that they can transform into commodities for a wider market ( Comaroff and Comaroff 2009 ) . One of Hubei’s richest tourism assets is the Daoist temple complex at Wudang Moutain, which draws pilgrims and tourists from China and Greater China. China’s State Council identified Wudang Moutain as a National Key Scenic Area in 1982 , and UNESCO added its ancient temples to its World Heritage list in 1994 . The Chinese govern-ment has worked with the Daoist Federation to de-velop Wudang’s temples and pavilions, which are spread over 400 square kilometers of mountainous terrain, into a major tourist destination. The gov-ernment tourist office promotes Wudang Mountain for its scenic beauty, its deep historical heritage, its religious culture, and famous martial arts. Al-though its tea culture is less renowned, local tea sellers claim that Wudang tea has a deep history and Daoist qualities. At Wudang Mountain, the Eight Immortal Temple Tea Plantation markets their tea as Wudang Daoist Tea, using history, legend, ritual, and sa-cred location to distinguish its green, black, and oolong teas from those produced elsewhere. They seek to valorize their teas through claims about the excellence of their growing environment ( not un-like the terroir of a fine wine ) and the historical depth of their tea history. They further use legend and mythic history to position their products, and associate their teas with Daoist traditions of health preservation, including martial arts. Finally, they use modern marketing techniques to promote their teas, including a promotional video directed by a In Ethnicity Inc, John and Jean Comaroff pro-pose that “commerce has been instrumental either in crystallizing or in reproducing the sociological entities (‘people’, ‘nation’, ‘community’ ) in which cultural identity is presumed to inhere”( Comaroff and Comaroff 2009:114 ) . In particu-lar, they conclude that people use identity-laden objects as a vehicle through which “ethnic con-sciousness is materialized” ( 33 ) . They focus on the modern discourse of intellectual property rights, including competing national claims to trademark signature products (122). Wudang tea vendors have used story, packa-ging, and performance to promote teas that evoke Wudang’s history, local traditions, and landscape. Hubei officials pay premium prices for the Eight Immortal Temple Plantation’s highest quality teas, but outside China Wudang tea is not well known. As global awareness of this world heritage site grows, Hubei’s Wudang Daoist tea series may find a place among the specialty teas now sold on the world market. But for now, Wudang Daoist Tea is an innovative brand that symbolizes a heritage that is simultaneously imperial, national, Daoist, and deeply local.     

江西省茶叶产业竞争力实证分析

通过对江西省茶叶产业的显示性比较优势指数及综合优势指数（包括效率、规模指数）进行分析，结果表明：在国际市场上，江西省茶叶产业具有极强的竞争力，但存在一定的波动；在国内市场上，江西省茶叶产业竞争力单产效率不高，规模优势不明显，处于相对比较劣势的地位。     

论茶文化与21世纪旅游业的发展

茶文化具有广泛而深刻的社会功能,这主要体现在文化、消费与市场、社会功能、旅游心理等诸多方面.目前茶文化旅游发展现状集中体现在人才与产品开发、旅游项目、荼类活动等三个方面.21世纪的中国旅游业中,茶文化旅游将是热点、亮点,原因一是荼为"国饮"已被更多的人接受,且日趋风靡全球;二是21世纪,中国将成为最大的茶文化旅游目的地国;三是荼文化在旅游中的作用突出.     

安溪茶业升级与跨越的发展战略研究

阐述了安溪茶业的发展态势,在分析了安溪茶业优劣势的基础上,认为实现安溪茶业升级与跨越必须走打造产业核心品牌、构筑产业链、促成产业集聚的升级路径,并就此提出若干战略对策:(1)引领茶叶文化消费新方式;(2)调整和优化产业结构;(3)提升产品科技附加值;(4)构建茶业升级与跨越服务平台;(5)建立乌龙茶集中加工与贸易区;(6)构建两岸乌龙茶战略联盟。     

台资茶叶企业在大陆运营模式的创新——以福建天福集团为例

基于对天福集团的调研，分析其创新的运营模式：R＆D及产品多元化，独特的名牌和茶文化宣传模式，迅速布建广而密的营销通道，标准化、专业化服务，严格的产品质量控制，以期对福建茶叶企业成长、发展有借鉴意义。     

试论明朝政府的“茶马互市”管理制度

“茶马互市”是指以内地茶斤交换藏区马匹的经济活动。唐、宋以来,以明朝政府对“茶马互市”的管理制度最为完备。本文从明朝政府对茶叶生产、茶叶运输、茶叶贮存、茶叶销售的有效管理,以及修复和拓宽茶马古道等方面,阐述明朝政府通过熟练地运用“茶马互市”的经济杠杆,以达到治理藏区、维护民族团结和国家统一的政治目的。