摘要
滇西南地区是世界茶树的发源地,拥有丰富的茶树资源和茶文化旅游资源。文章在构建茶产业+茶文化旅游融合发展机制及价值模型的基础上,深入分析了滇西南地区的旅游资源和茶旅游发展、普洱茶快消品的产品特点及市场发展,提出滇西南旅游市场与普洱茶快消品融合策略,普洱茶快消品的产品策略、定价策略、渠道策略、促销策略,为改善旅游过程中普洱茶消费体验、增加普洱茶快消品终端销售目标、提升普洱茶产业经济价值提供参考。
Southwest Yunnan is the origin of tea in the world and has a variety of tea resources and tea culture tourism resources.Based on the integration mechanism and value model of tea industry and tea culture tourism,this paper deeply analyzed the tourism resources and tea tourism development in southwest Yunnan,the product characteristics and market development of Pu'er tea fast consumer products.The integration strategy of southwest Yunnan tourism market and Pu'er tea fast consumer products,including the product strategy,pricing strategy,channel strategy and promotion strategy of Pu'er tea fast consumer products was put forward to improve the tourism process of Pu'er tea consumption experience,increase the terminal sales target of Pu'er tea fast consumer products and enhance the economic value of Pu'er tea industry.
作者
罗斯
任海涛
李旸
王智慧
LUO Si;REN Haitao;LI Yang;WANG Zhihui(West Yunnan University of Applied Sciences College of Tea(Pu'er),Pu'er 665099,China)
出处
《中国茶叶》
2022年第4期72-76,共5页
China Tea
基金
普洱茶快销品与滇西南旅游市场的融合发展研究(2018XJKY0003)。
关键词
普洱茶快消品
滇西南旅游
茶旅融合
融合策略
Pu'er tea fast consumer products
tourism market in southwest Yunnan
integration of tea and tourism
integration strategy
