基于4P理论的茶艺服饰发展策略研究

中国茶文化历史悠久,伴随中国经济的发展,作为千年茶文化载体的茶艺馆成为茶叶经济的重要组成部分。茶艺服饰是特定的职业个性和艺术个性的结合,属于茶叶经济的延伸产品。茶艺服饰应逐渐形成自身的特色,为茶艺事业的发展增添文化竞争力,提升文化消费品味。运用4p营销理论为茶艺服饰的发展提供策略,产品开发抓住其核心文化内涵,确立准确的价值坐标、因地制宜、因茶而异、依托已有茶文化品牌实施有效的市场拓展,专业化的茶艺服饰对现代茶艺经济的发展具有积极的促进作用。

Study On the Development Strategies of Tea Trappings Based on 4p-Theory

Tea culture has a long history in china,and along with the development of economy,tea house has become an important part of tea economy.Tea dress is an extension product of tea economy,and it is also a combination of profession-specific individuality and artistic individuality.Tea dress should have its own characteristics,and follow the specialized development paths.This paper comes up with developing tactics for tea dress by using the 4p marketing theory：1.Products should bear the core of cultural connotation;2.Value system should be established on the basis of different regions and different types of tea;3.Expanding tea market effectively should be based on existing tea products;4.Professional tea dress may play a positive role in promoting the development of modern tea economy.