Keywords: tea culture; Tourism; Brand recognition; study
Brand recognition of tea culture tourism is the main factor for the sustainable development of tea culture tourism, and it is an important sign that the destination tea culture tourism brand is different from other tea brands. Yunnan Lincang tea culture has a long history and rich tea culture tourism resources, so developing tea culture tourism has unique advantages. However, the development of tea culture tourism in Lincang is still in its infancy, with few brand logos that can be recognized by tourists and a single brand. Facing the future tourism development, we should strengthen the research on the brand identification of Lincang tea culture tourism and explore the road suitable for the development of Lincang tea culture tourism.
First, tea culture tourism brand recognition
(A) the meaning and characteristics of tea culture tourism brand recognition
A brand logo is a mark with a trademark pattern to distinguish a product or service from other products or services. Mainly composed of graphics, characters or their combinations. It is the most striking feature of a brand, and it is a sign that a commodity is different from other commodities. [1] Tea culture tourism brand logo is an important symbol of tourism destination brand, which embodies the attributes and characteristics of tourism destination. Its main function is to convey the core information of tourist destinations to tourists, making them easy to identify and remember. Therefore, the brand identity of tea culture tourism has the following characteristics: First, it is easy for tourists to identify and judge. The brand logo design of tea culture tourism should pay attention to the combination of the attributes of tourism destination and tea culture, and innovate the brand logo so that tourists can be distinguished from similar tea products with clear boundaries; Secondly, it is convenient to express the functional characteristics of tourist destinations. The design of tea culture tourism brand identification should fully consider the reality of Lincang, deeply understand the history of tea culture, and make tea brand identification consistent with the functional characteristics of Lincang tea culture and tea products; Third, it can attract tourists' attention and be easy to remember. In a word, the brand recognition of tea culture tourism should consider all the relevant factors of the destination, and combine the identity, social status and taste of tourists to effectively convey the information of Lincang tea culture brand to tourists and stimulate their desire to buy.
(B) The significance of the study of tea culture tourism brand identification
The development of tea culture tourism has brought new opportunities for the development of tourism in various places, and also enriched the products in the tourism market, making them diversified and personalized. But at present, tourists' awareness of tea brands is not very high, and the tea brands in the tourism market are mixed, which affects the brand image of Lincang tea culture. Therefore, it is of great significance to study the brand recognition of tea culture tourism. The research on brand identification of tea culture tourism can improve the brand culture concept of tea culture tourism consumers and promote the orderly and healthy development of tourism market; It is conducive to excavating the history of tea culture and promoting the exchange of tea culture in ethnic areas and at home and abroad; It is conducive to broadening market sales channels and promoting economic development in ethnic areas; It is beneficial to deepen tourists' understanding of tea culture, further develop tea resources from the perspective of ecology, health and science, and promote the sustainable development of tea culture tourism while revitalizing tea economy.
(C) Lincang tea culture tourism brand recognition status analysis
In recent years, Lincang's tea culture tourism products have increasingly participated in the competition in the tourism market, and tea culture tourism has achieved good development. The research on brand identification of tea culture tourism in Lincang is still in the primary stage, lacking overall effective planning. The development of tea culture tourism brand has the characteristics of fragmentation and spontaneity, and it is difficult to form a unified brand of tea enterprises and a competitive brand strategy of tea culture tourism. The brand logo of the boutique West Lake Longjing is based on the mellow West Lake Longjing, and is famous for its four unique features of "green color, fragrance, mellow taste and beautiful shape". The logo of Anxi Tieguanyin is mainly composed of tea sets and green arc patterns, which reminds people of green ecological health drinks and has a good reference for the innovation of Lincang tea culture brand logo.
1. Lincang has famous tea culture brands.
Fengqing County in Lincang is known as "the hometown of Yunnan and Red in the world". Fengqing's black tea is famous for its quality. Among them, there are well-known black tea series such as Feng brand black tea, classic 1958 series gift tea, sun-cured green tea series and so on.
Yunnan black tea, the general name of yunnan black tea, is mainly produced in the south and southwest of Yunnan, and can be divided into two categories: Yunnan red kungfu tea and Yunnan red broken tea. Dianhong Kung Fu Tea was successfully trial-produced by Master Feng Shaoqiu in Shunning Tea Factory, Fengqing County, lincang, Yunnan Province on 1939. Its shape and specifications are clear and its color is even. After brewing, the soup is red and bright, and its golden circle is prominent. It is well received by the international market and enjoys the reputation of "Qimen black tea aroma and Indian iron black tea color". As a national gift, "Dianhong Super Kung Fu Tea" was given to Queen Elizabeth II, who was visiting Kunming, so it was designated by the Ministry of Foreign Affairs as a foreign gift tea for receiving foreign guests and became a well-known brand in Yunnan tea products at home and abroad [2]; The trial production of Dianhong broken tea was successful in 1958, and mass production began in 1964. It is a kind of granular broken tea with irregular shape, red soup color and strong spicy taste, and it is an important part of Dianhong series tea.
2. Lincang Tea Culture Tourism Brand Logo
The brand logo of tea culture is a commodity logo marked on the outer packaging of tea to distinguish it from other similar products and obtain legal certification. The following mainly analyzes the brand recognition of Lincang tea culture tourism from the aspects of image, vision and culture.
Image element: Image element determines whether a brand can be quickly accepted by consumers, which can stimulate consumers' eyes and lay the foundation for the brand to go to market. Yunnan black tea's brand identity image mainly highlights the origin, specifications and grades of tea, plus a variety of colors, forming a good impression of first-class green organic brands in consumers' minds.
Visual elements: the brand logo of tea culture carries all kinds of information of tea brand enterprises and expresses their business philosophy. Visually, yunnan black tea's brand recognition mainly consists of three parts: words, images and colors. The characters indicate the brand and origin of tea, and the figures are mainly circular, which represents the harmonious factors in China's tea culture concept and inherits the tea culture tradition in China. The colors are mainly red and green, and red indicates the color of tea. Green tea is an organic and healthy green product, leaving consumers a lot of imagination space for safe and healthy green food.
Cultural connotation: yunnan black tea's cultural concept can be explained by 3H: 1. Healththorigin (ecological production area). Yunnan black tea relies on Lincang high-altitude original ecological production area for raw materials, with excellent climate, soil, light and humidity, and is suitable for planting high-quality tea seeds. The original leaves are collected from high-quality large-leaf tea seeds in Fengqing, with strong disease resistance, no pollution and green safety. Second, Healthtea (organic brand), yunnan black tea has always followed the concept of organic health. From site selection to tea planting, cultivation, fertilization, picking, processing and finished products, there are traditional tea-making techniques, and natural tea is selected to provide ecological products for tea brand consumers and reassure tea drinkers. Third, Healthfunction (self-cultivation). With the change of people's consumption concept, the consumption demand of tea culture presents different characteristics in different levels of people. However, knowing tea, tasting tea and visiting tea culture brands have always maintained the body and mind of the vast number of tea culture tourism consumers, and the basic role of self-cultivation has always existed. Visitors can relax with tea. Third, the restrictive factors affecting the development of Lincang tea culture tourism brand recognition
With the development of economy, there are some tea culture brands in Lincang tourism market, but it is difficult to form a brand line, and there are not many brand logos that can be recognized by tourists, which is difficult to stimulate tourists' consumption. The main restrictive factors affecting the development of Lincang tea culture tourism brand logo are: First, the development of Lincang tea culture tourism is still in its infancy, and the brand logo of tea culture tourism is single. The tea culture tourism brands in Lincang are mainly black tea, and most of them are primary products, which rarely undergo deep processing, which indirectly leads to fewer well-known brands, and most of the tea culture tourism brands have low prices, so tourists don't know much about them, so it is difficult to form a well-known brand strategy; Secondly, the developed tea culture tourism brand lacks effective propaganda means, and the consumers of tea culture tourism have low awareness of the developed tea culture tourism products and their sales in the market are not high, mainly because of insufficient publicity; Thirdly, the social environment of tea culture tourism in Lincang is not ideal, the atmosphere of tea culture is not strong, and local residents lack the awareness of developing tea culture tourism. Even in the small-scale tea culture tourism brand market, all kinds of strong buying and selling phenomena occur from time to time, and the tea culture tourism brand market is chaotic; In short, the author believes that in order to effectively reduce the above constraints, government support needs to be further improved. In addition to the famous brands in the early stage, most of the newly developed tea culture tourism brands are contracted by private individuals or individuals, and the boundaries of brand recognition are vague, and high imitation products are inevitable, so tourists are rarely willing to know at will. The market order is chaotic. To improve Lincang tea culture tourism brand market, we must cooperate in many ways and strengthen management.
Fourthly, the inheritance and innovative countermeasures of Lincang tea culture tourism brand identification.
At present, there are two main forms of tea culture tourism in Lincang: one is the tea culture garden in Lincang. Lincang Tea Culture Style Garden is located in Qinglong Mountain Tea Garden, a prosperous town 3 kilometers north of Lincang. There are 2400 acres of high-quality and high-yield contiguous tea gardens developed into tea culture tourist areas. It is the first Lincang tea culture garden with tea culture as the background, which displays tea brands, tea songs, tea ceremony, tea ceremony and provides a tea culture exchange hall. 1998 is listed as 25 in Yunnan Province. The second is to hold a tea fair. In order to promote the development of tea culture in Lincang and the exchange of tea culture in different places, and explore the tea culture tourism market, Lincang holds a large-scale tea fair in Fengqing every March of the lunar calendar for 15 days. During the festival, various tea performances and tea songs te amo will be held. A variety of daily necessities such as tea products are gathered in the market, which has a certain scale in the local area. However, due to people's low awareness of tea culture, most people mainly use daily necessities, which needs to be improved in promoting tea culture exchange and Lincang tea culture tourism brand sales.
It can be seen that tea culture tourism in Lincang has made some progress, but the development of tea culture tourism resources is still in the primary stage, showing the characteristics of spontaneity and dispersion. The overall development pattern has not yet formed, and the popularity of tea culture tourism brands needs to be improved.
(A) Lincang tea culture tourism brand identification innovation approach
The author thinks that, firstly, it is necessary to deeply analyze the existing brand identification of Lincang tea culture tourism, classify similar products, make product combinations and innovate Lincang tea culture tourism brands; Second, according to the demand of tea culture tourism market, integrate Lincang tea culture tourism resources and develop new tea culture tourism brand identity. Most tea brand logos in Lincang are named after regions, and the types and contents of tea products are rarely mentioned. In addition to black tea, Lincang is also rich in other teas. Attention should be paid to the research and development of green tea and scented tea and the development of tea efficacy to satisfy consumers' psychological attributes and stimulate their desire to buy. Thirdly, the brand identification innovation of Lincang tea culture tourism should take the road of characteristics. Lincang tea culture is profound and there are many ethnic minorities. All ethnic groups have reserved some tea planting and drinking methods with national characteristics. The development of Lincang tea culture tourism brand logo should combine these characteristics and advantages to develop Lincang tea culture tourism brand logo with national flavor. Finally, in terms of patterns and colors, we should attract tourists' attention through novel graphic design and striking and coordinated colors.
(B) to strengthen Lincang tea culture tourism brand logo marketing
The marketing of tea culture tourism brand image is a comprehensive management and sales activity process to meet the needs of real or potential tea culture tourism consumers through the exchange of tea market [3].
The marketing of Lincang tea culture tourism brand logo can first be promoted by using Lincang local tea house culture. Teahouses first appeared in the form of teahouses in the Tang Dynasty and gradually flourished in the Song Dynasty. Modern teahouse is an important place for people to entertain and relax. Lincang should seize the opportunity to revitalize Lincang teahouse culture. Secondly, through the singing and dancing performances of tea art, the popularity of Lincang tea culture tourism brand logo will be improved. Through the performance of tea art, let tourists enjoy the spirit, let tourists realize the profoundness of Lincang tea culture, guide people to understand the tea culture tourism brand, guide consumers to love and taste tea, and publicize Lincang tea culture tourism brand. Thirdly, we can hold tea fairs, fairs and tea competitions. And skillfully use various festivals to enhance the influence of Lincang tea culture tourism brand recognition. Show well-known tea products such as scientific and technological achievements, tea packaging, tea brand identification and tea drinks, show the development achievements of tea tourism brands and the new characteristics of tea areas, and attract more consumers to pay attention to and participate in the development and utilization of tea culture. Finally, do a good job in the development and archiving of Lincang tea culture tourism brand, create the first business card to enter the tea culture tourism market, so that tourists can get unforgettable travel or purchase experience, form a good word-of-mouth effect, and expand the influence of tea culture tourism brand.
(C) innovative marketing concepts
One is to use advertising to expand popularity. Pass the core value of tea brand to consumers through advertisements, deepen consumers' impression of Lincang tea culture tourism brand logo, and enhance the reputation and popularity of Lincang tea culture tourism brand. Advertising can adopt the strategy of image spokesperson and use valuable media, newspapers and magazines to strengthen publicity.
The second is to strengthen public relations marketing. Public relations mainly aims at the management of tea brand image in the eyes of the public, and attracts the attention of major media through public relations activities. On the basis of the success of public relations marketing of Dianhong Super Kung Fu, we can also adopt strategies such as sponsorship and donation to create a good brand image of Lincang tea culture and enhance the corporate image of Lincang tea culture tourism brand.
In a word, Lincang has a unique advantage in developing tea culture tourism brand. To realize the long-term development of Lincang tea culture tourism, we must take the road of branding, innovate tea brand identification and seek better development in the tea culture tourism market.
References:
[1] edited by Bai Guang and Li Hong; Interpretation dictionary of famous Chinese and foreign brand logos; China Economic Publishing House; 200 1 1 month, 1- 17
[2] Overview of tea development in Lincang [J]; Pu 'er Economic Daily; 20 10 1 1
[3] Luo, 2 1 Century Yunnan Tourism Development Strategy Research [M] Kunming Yunnan University Press, 200 1, 154- 167.
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