Anxi Tea Culture Promotion Scheme 1 Anxi Tea Culture Promotion Scheme
Anxi is the largest oolong tea producing area in China and the birthplace of Tieguanyin, the world famous tea. The history of tea production can be traced back to the late Tang Dynasty. For hundreds of years, with the birth and development of Anxi tea, Anxi has gradually formed an ancient, unique and colorful tea culture. Combining history, economy, religion, folk customs, etiquette, diet, gardening, poetry, song and dance, drama and other literary arts, Anxi tea culture has become a symbol of Anxi civilization. In order to continuously enrich Anxi tea culture, tea country people integrated the tea culture of the motherland and even the world into Anxi tea culture, forming Anxi China Tea Grand View Garden. The Grand View Garden is an encyclopedia of tea, which brings together various tea cultures. The promotion of Anxi tea culture has become a key problem to be solved urgently. The following is the Anxi Tea Culture Promotion Plan:
First, promote tea and tea ceremony.
Anxi tea art takes Tieguanyin, a famous tea, as a model to express Tieguanyin's unforgettable uniqueness. Charm? . In the tinkling sound of ancient music, Miss Anxi Tea Ceremony dressed in elegant and gorgeous costumes appeared in an orderly manner. Their flowing movements showed you the whole brewing process of oolong tea, with the pot hanging high, the spring breeze blowing and the fragrance flowing.
When it comes to the spirit of Anxi Tea Ceremony, we can't help but mention Li Boyun, the instructor of Anxi Tea Road. He extracted his own tea ceremony spirit from Anxi tea culture: purity, elegance, courtesy and harmony. Li Boyun believes that tea art should understand the nature of tea, respect local folk customs and master the best method of soaking and drinking. The process of tea art is polite and orderly, exquisite and elegant, full of tea rhyme, which makes people enjoy beauty in the process of tasting. As a drink of human soul, tea contains human spiritual and cultural phenomena, which makes the dialogue between man and nature become a reality. Now, Anxi tea art no longer stays at the performance level, but involves tea science, aesthetics, etiquette and other aspects, including tea environment, tea music, tea talent selection and so on.
Second, the promotion of tea songs
Anxi is the hometown of tea and songs. The industrious and simple Anxi people have been singing sentimental tea songs for generations. As early as 1988, Anxi successfully held Anxi oolong tea? Tieguanyin cup? The national song contest, and then compiled the collected songs into "Song of Incense". Teamo's The Legend of Oolong Tea is loved by Anxi people, full of magical colors and practical significance. Literati writers of past dynasties? Send tea rhyme and call homesickness with a pen? , leaving many poems praising Anxi oolong tea. There are a lot of legends, songs and proverbs about tea production and farmers' life.
To promote Anxi tea songs, we can hold a tea song conference and invite stars to participate, so that the traditional Anxi tea songs can spread throughout China, and then promote the development of Anxi tea culture.
Anxi Tieguanyin is a commodity name, not a brand. The sustainable and healthy development of Anxi Tieguanyin must take the road of brand, and Bama is undoubtedly the representative of excellent brands. Anxi tea brand should do the following:
1. Pay unremitting attention to product quality. ? Quality, safety and stability? what's up Eight horses? Basic requirements of products. ? Eight horses? The brand's quality tenet is: Que Ning does not abuse. The quality of Tieguanyin products largely depends on the quality of raw materials. The quality of Tieguanyin raw materials presents complexity and diversity due to different producing areas, different production techniques and different climatic conditions, which requires tea teachers to have long-term experience in tasting and a strong sense of quality. Eight horses? There are many experienced tea appraisers in the enterprise to test the quality.
2. Constantly pursuing innovation and relying on scientific and technological progress is the eternal theme of Bama tea industry. Tea is a highly competitive industry, because the threshold for entering the tea industry is very low, so the number of enterprises operating tea is amazing. In order to stand and develop in the tea industry, we must take the road of innovation. ? Eight horses? Our innovation is mainly the innovation of taste. Different tea consumption areas have different requirements for the taste of Tieguanyin, and different consumer groups appreciate the flavor of Tieguanyin differently, and the quality of Tieguanyin is also diverse.
3. Invite contemporary celebrity speakers to create a good image of enterprises and industries.
Fourthly, the tourism promotion of Anxi tea cultural landscape.
Entering Anxi, tea culture landscape is everywhere. The tea gardens in Xiping, the birthplace of Tieguanyin, are stacked one after another. full of green is full of oceans of tea and a green world. The fragrance of tea is refreshing. Daping Ecological Sightseeing Tea Garden is the most beautiful and best ecological landscape tea garden in China, with beautiful shape, boundless green and the most primitive tea song duet.
In recent years, Anxi people are trying to introduce strong tea culture and beautiful natural scenery to the world. They have planned and launched four golden tourist routes featuring tea culture, such as leisure vacation, sightseeing of historical sites and ecological adventure, and built a large number of tea culture tourist attractions and scenic spots, such as tea gardens, tea pavilions, ecological tea gardens, etc., forming a whole tea culture tourism with tea township characteristics.
If you want to know about world tea, please visit Anxi. The tea culture tour will definitely make you forget the mountains and rivers and indulge in the rich tea fragrance and mellow tea culture.
Anxi tea culture promotion scheme II. Promotion scheme of tea culture garden.
I. Planning background:
Brief Introduction of Lotus Garden Zen Tea Culture Garden
Relying on 1.400-year-old Rizhao Buddhist culture, and based on Jufeng green tea, it invested 1.8 million yuan, making its area reach 1.00 mu. Lotus Garden Zen Tea Culture Garden? . Lianyuan Tea Factory is the former Tiefoshan Tea Factory, which was founded in 1988. Is a green tea enterprise integrating planting, production, processing, trade, scientific research, tourism and Zen tea culture research. It can develop nearly a thousand acres of tea gardens, and the area of organic tea gardens in tea farms alone is as high as more than 400 acres. At present, there are 58 employees specializing in Zen tea production, with an annual output of 50,000 Jin of Zen tea. It is the only development-oriented enterprise specializing in the production of Zen tea and gift tea in Jiangbei, with the responsibility of promoting and developing Zen tea culture and Qilu traditional etiquette culture.
Second, Zen tea culture,
Zen tea is a production and processing technology that is strictly combined with Buddhism. Through the special tea performance, Buddhism was enlightened, which showed that Buddhism regarded tea as a special form of spiritual cultivation. The purpose of Zen tea culture is to realize the transformation from mystery to consciousness and from vulgarity to elegance by strengthening the current consciousness. A lost thought, Zen is Zen and tea is tea; Clear is clear, turbid is turbid; Elegance is elegance, and vulgarity is vulgarity. As soon as you realize, tea is Zen and Zen is tea; Clear turbidity, turbidity becomes clear; Refine vulgarity, vulgarization and elegance. Tea taste is water taste, and water taste is tea taste. Tea and water are inseparable. This kind of practice idea not only tacitly understands the essence and essence of Buddhism, but also conforms to the foundation of modern people, and is a good practice method. What is the spirit of Zen tea culture? Positive? Qing? And then what? Huh? What is the function of Zen tea culture? Gratitude, tolerance, sharing, affinity? . Dissolve righteousness in gratitude, tolerance, harmony in sharing, elegance in affinity; So as to carry forward the spirit of Zen tea culture, implement Zen tea culture, and give play to the subtle role of Zen tea culture in rallying people's hearts, resolving contradictions, optimizing their own quality and harmonious self-relationship.
Cost analysis of tea culture in Lianyuan Zen;
Zen tea factory: 500 thousand
Zen Tea Culture Center: 300,000 yuan
Zen tea vegetarian restaurant: 200,000 yuan
Zen Hall: 200,000
Zen Tea Hotel: 500,000 yuan
L Zen tea sales hall: 50 thousand
Water and electricity costs: omitted
Other expenses: 50,000 yuan
Second, the planning objectives:
Reasonably plan the layout of Lotus Garden Zen Tea Culture Garden.
Quickly improve the popularity of tea culture of Lianyuan Zen
Accurately find the profit point of Lotus Garden Zen Tea Culture Garden
Attract folk stunts in eastern Shandong
Launch a product? Lotus edge Zen tea?
Third, the specific procedures.
1, overall layout:
(1) door:
Decoration sculpture: put a big teapot engraved with heart sutra to circulate water. As a landmark building of Lianyuan Zen Tea Culture Garden.
(2) Loumen: Are two red lanterns marked? Zen tea? Writing character model
(3) On both sides of the stair door: calligraphy? Pinlian Yuanchan Tea Empty? Put it on both sides to highlight the characteristics of Zen tea culture garden.
(4) Entrance: Buddha's head, Buddha's belly, Kung Fu tea table and gold ingot beside Buddha; Tea drinkers caress the abdomen of Buddha, symbolizing the greatness of tolerance; Tea drinkers touch the gold ingots around the Buddha statue, symbolizing the rolling financial resources. Equipped with a small electronic display screen, showing the number of tea guests coming to the college.
[Suggestion] Set up a large electronic display screen beside it, so that tea drinkers can see which number they are visiting and feel their unique number, and all tourists who buy tea can print the number in? Lotus edge Zen tea? Put it on the package as a souvenir to promote it? Lotus edge Zen tea? High added value and its sales volume.
(5) Zen Tea Culture Center: the exhibition and sale of calligraphy and painting by monks and other laymen and celebrities. Including the photo exhibition of the growth process of Zen tea culture in Lianyuan, telling the emergence, development, growth and maturity of Zen tea culture and the exchanges with overseas Buddhist circles. Adopt modern equipment and advanced technology to build a high-standard modern Zen tea culture exhibition park; The Tea History Museum uses multimedia technology to show the origin and development history of Zen tea in the form of objects, charts and words. Through the performance of tea art, the tea hall allows visitors to taste tea in an elegant environment and fully feel the rich connotation of chinese zen tea culture.
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(6) Zen Tea Hotel: It is suitable for large-scale activities such as training and cultural exchange of government agencies, especially religious circles. Take a series of business theme routes, take the initiative to attack, start commercial marketing strategies, plan a series of activities, and invite relevant units to participate; According to customers' needs, provide them with leisure and comfortable places for business activities; Invite relevant media to do special programs or activities here.
2. Overall promotion
(1), overall positioning:
Buddhist culture has a special tourism function, which can satisfy tourists' travel motives of seeking knowledge, beauty and novelty, as well as their deep emotional needs.
Rizhao is a tourist city integrating leisure life and rich cultural atmosphere. In Rizhao, drinking tea is a part of life, and both dignitaries and rural farmers drink tea. Rizhao has won the favor of tourists because of its important geographical location connecting Qingdao in the north, Linyi in the west and Lianyungang in the south, as well as the urban characteristics of blue sea, blue sky, golden beach and Buddhism. The Zen tea culture garden built in Rizhao will naturally have many selling points.
Build an important base of Rizhao Buddhist culture and Zen tea culture, combine Buddhist culture with tea culture, and take the road of industrialization and marketization.
Therefore, the positioning of our Zen tea culture garden is the base of Zen tea culture.
(2) Unique selling point refining: meditation+leisure.
(3) Overall promotion language: visit Qilu Sheng Di and taste Lianyuan Zen tea.
(4) The symbol of Zen Tea Culture Garden:
Recognition is one of the important functions of corporate logo. Under the market economy system, the competition is intensified, and the information faced by the public is complicated, and there are countless logo trademark symbols. Only symbols with distinctive features, easy recognition and memory, profound meanings and beautiful shapes can stand out among peers. It can be different from other enterprises, products or services, so that the audience can leave a deep impression on the enterprise, thus enhancing the importance of logo design.
As an important base of Buddhist culture in Rizhao, Zen Tea Culture Garden should conform to the artistic conception of Zen in logo design.
(5) Promotion of media selection:
In terms of media selection, according to the present situation of Lianyuan Zen Tea Factory, it is urgent to enhance the popularity of Zen Tea Culture Garden. Then in the choice of media, we suggest choosing the following media:
Bus kiosk light box:
Tv topic:
Newspaper advertisement:
Create a website:
Others:
3. Lianhua Yuanchan Tea
(1) Zen tea grows in the mountainous area of Rizhao City, Shandong Province, where the scenery is beautiful and the clouds are lingering. Rizhao has a temperate maritime climate, which is warm and humid all the year round, with an annual average temperature of 12.6℃ and an annual average humidity of over 72%. Rizhao borders the Yellow Sea in the east, Qingdao in the north, Lianyungang in the south, and Yimeng Mountain in the west, facing South Korea and Japan across the sea. The temperature difference between day and night is obvious, and the soil in mountainous and hilly areas is slightly acidic, which belongs to yellow brown soil with high organic matter content, far away from the pollution in modern urban areas. The geographical environment with mountains and rivers set each other off creates the characteristics of Zen tea, such as green and fresh color, elegant fragrance, clear and harmonious soup color, mellow and sweet taste and beautiful appearance. Zen tea not only has three virtues: staying up late, helping digestion when you are full, and not sending tea? And get rid of pulmonary dysentery and keep healthy. Protect teeth, improve eyesight, quench thirst, promote fluid production, and increase roots. Therefore, drinking tea has become the best assistant of Zen.
(2) Market status: The traditional regional consumption habits of tea are being decomposed and replaced by more modern and diversified tea consumption trends. Zen tea should cater to the new demand of modern market, strive to build regional brands and occupy a place in the market. It is understood that tea enterprises in Jiangsu and Zhejiang provinces are working hard on brands. Like what? Dragon crown? Hangzhou Longguan Industrial Company, the producer of West Lake Longjing, aims to strengthen brand protection. Dragon crown? On the basis of the brand, at the same time, a series of brand products such as Longguan West Lake Longjing and Longguan Qiantang River Longjing were launched.
(3) Selling points of Lianyuan Zen tea:
Origin: Rizhao, the first production base of green tea in Jiangbei;
Efficacy: the efficacy of clearing heart, refreshing, protecting teeth and improving eyesight;
(4) The slogan of Lianyuan Zen Tea:
(5) Advertising performance:
(6) Promotion methods and media selection:
4. Brand chain operation
5. Peripheral sales centered on temples
6. Zen Dojo is committed to
7. Comprehensive sales
From the perspective of tourism economics, Zen tea culture has far-reaching development connotation. this is because
1, the knowledge connotation of Buddhist culture. Buddhist culture contains a large number of human civilizations integrated by Buddhist teachings, from which we can learn about the development of society, economy, science and technology, literature and art in a certain historical period. At the same time, the rich philosophy contained in Buddhist scriptures is also quite attractive to knowledge.
2. The artistic charm of Buddhist culture. This charm is mainly embodied in the carrier of Buddhist culture. The carriers of Buddhist culture that tourists can enjoy mainly include temples, Buddha statues, buddhist supplies, Buddhist organizations, Buddhist festivals and Buddhist activities. Each piece is a precious historical relic and exquisite artistic treasure, and it is a tourist attraction that attracts tourists to further accept Buddhist culture and produce aesthetic feelings. The carrier of Buddhist culture not only conveys information to tourists, but also arouses their aesthetic pleasure, so it has strong artistic charm.
3. Curiosity guidance of Buddhist culture. The tourist area with Buddhist culture as the important connotation of tourism products is a mysterious world, which is very attractive to tourists.
4. Emotional satisfaction of Buddhist culture. For Buddhists and Buddhists, the emotional demand of Buddhism is the bond between them and Buddhism, and this emotional bond is an important factor to attract them to travel to Buddhist cultural sites. There are many upstream people in the basic sense who only pursue the detachment of Buddhist consciousness. It is this detachment that triggered their travel motivation, and they obtained psychological compensation and psychological balance by translating their motivation into practical actions. In the sense of tourism, both the satisfaction of religious feelings and the pursuit of psychological balance of Buddhist consciousness are due to the support of Buddhist culture.
Scheme 3 of promoting Anxi tea culture: the strategic goal of the media
Individual consumers.
Fashion consumption: the target group is mainly urban youth, paying attention to emotional appeal and pursuing lifestyle. Seize the future consumers.
Potential, we must attract young consumers and work hard on fashion consumption.
Habitual consumption: the main target is tea lovers, who have their own favorite tea varieties or brands and belong to consumption type.
Strong.
Functional consumers: mainly for women or middle-aged and elderly people, for all kinds of slimming tea, beauty tea, health tea, etc. Therefore,
In this form of consumption, word-of-mouth publicity is more important.
Household consumption: refers to the daily consumption of ordinary families. The buyers of household consumer goods are mainly housewives, while urban women.
Most people like to go shopping. Therefore, the promotion activities in shopping malls are very attractive to them.
Tourism consumers
The promotion of Anxi tea culture can not be separated from the compatibility and complementarity of tourism culture, and it can be promoted to people all over the world with the help of tourism culture.
The essence of guang 'anxi tea culture.
Gift consumer
China's three traditional gifts are cigarettes, wine and tea. Tea is suitable for all ages and is good for health.
Consumers in professional places
With the continuous development of economy and the improvement of living standards, people's requirements for quality of life are getting higher and higher. There are more and more teahouses, teahouses and teahouses that mainly taste tea. This is also a major way to promote Anxi culture.
Cultural display
Multi-form and multi-level display of Anxi tea culture
Traditional urban tea culture
Modern urban tea culture
Modern peasant tea culture
Modern townlet tea culture
Traditional market town tea culture
Traditional rural tea culture
Multi-level display of Anxi tea culture to meet different market needs
Major: Participate in World Professional Forum, Tea King Competition, Tea Teacher Training, Tea Science and Technology Research, and Tea Academic Exchange.
Flow.
Enjoy tea culture: mainly tea houses, tea investment collections, tea-themed real estate, etc.
Yashi tea culture: theme restaurants, bars, theme hotels and theme cultural activities.
Popular leisure tea culture: Anxi Tieguanyin Teahouse, Tea Market and Tea Festival.
Popular sightseeing tea culture: Anxi tea garden, tea museum and tea market.