Abstract: Brand identity is the brand asset and core element of tourism destination, and it is one of the important factors for tourism destination to participate in tourism market competition. Tourism brand identification can effectively spread the effective information of tourist destinations and establish a good image for tourist destinations. Lincang, Yunnan is a treasure house of world tea culture resources, the world-famous hometown of "Dianhong" and the origin of the ancient tea-horse road. These precious tea resources provide a foundation for Lincang to develop the brand identity of tea culture tourism. In order to better develop tea culture tourism in Lincang, Yunnan Province, this paper analyzes the development status of brand identity of tea culture tourism in Lincang, and puts forward some countermeasures for the inheritance and innovation of brand identity of tea culture tourism in Lincang.
Keywords: tea culture; Tourism; Brand identity; Study on the brand identity of tea culture tourism is the main factor for the sustainable development of tea culture tourism, and it is an important symbol to distinguish the destination tea culture tourism brand from other tea brands. Lincang, Yunnan Province has a long history of tea culture and rich tea culture tourism resources, and it has unique advantages to develop tea culture tourism. However, the tea culture tourism development 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 identity of Lincang tea culture tourism and explore the road suitable for the development of Lincang tea culture tourism.
1. Brand logo of tea culture tourism
(1) Meaning and characteristics of brand logo of tea culture tourism
Brand logo is a mark with trademark pattern to distinguish a product or service from other products or services, which is mainly composed of graphics, characters or their combinations. It is the most remarkable feature of a brand, and it can distinguish a commodity from other commodities. [1] Tea culture tourism brand logo is an important symbol of tourism destination brand, reflecting the attributes and characteristics of tourism destination. Its main function is to convey the core information of tourist destination to tourists, so that tourists can easily identify and remember it. Therefore, the brand logo of tea culture tourism has the following characteristics: First, it is convenient for tourists to identify and judge. The brand logo design of tea culture tourism should pay attention to combining the attributes of tourism destination with tea culture, innovating brand logo, so that tourists can distinguish it 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 identity should fully consider the reality of Lincang, deeply understand the history of tea culture, and make the tea brand identity consistent with the functional characteristics of Lincang tea culture and tea products; Third, it can attract the attention of tourists and facilitate their memory. In a word, the brand identification of tea culture tourism should consider all relevant factors of the destination, combine the identity, social status, taste and other factors of tourists, effectively convey the information of Lincang tea culture brand to tourists, and stimulate tourists' purchase desire.
(II) Significance of the research on the brand identity of tea culture tourism
The development of tea culture tourism has brought new opportunities for tourism development in various places, and also made the products in the tourism market constantly enriched, diversified and personalized. However, 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 identity of tea culture tourism. The study of tea culture tourism brand identity 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 the market sales channels and promoting the economic development in ethnic areas; It is conducive to deepening tourists' understanding of tea culture, further developing tea resources from the perspective of ecology, health and science, and promoting the sustainable development of tea culture tourism while revitalizing tea economy.
(III) Analysis of the Current Situation of Lincang Tea Culture Tourism Brand Logo
In recent years, tea culture tourism products in Lincang have increasingly participated in the competition in the tourism market, and tea culture tourism has achieved good development. The research on the brand identity of tea culture tourism in Lincang is still in the primary stage, lacking of overall effective planning, and the development of tea culture tourism brand is characterized by fragmentation and spontaneity, so it is difficult to form a unified tea enterprise brand and a competitive tea culture tourism brand strategy. The brand logo of the boutique West Lake Longjing is based on the round West Lake Longjing, and it is famous for its four unique features of "green color, rich 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, which is a good reference for the innovation of Lincang tea culture brand logo.
1. The well-known tea culture brand in Lincang
Fengqing County in Lincang is known as "the hometown of Yunnan Red in the world". Fengqing's black tea is famous all over the world for its quality. Among them, there are well-known black tea series such as Fengpai black tea, classic 1958 series of gift tea and sun-dried green tea series.
Yunnan black tea, which is the general name of yunnan black tea, is mainly produced in the south and southwest of Yunnan, and can be divided into two kinds: Dianhong Kung Fu tea and Dianhong broken tea. In 1939, Master Feng Shaoqiu successfully trial-produced Dianhong Kung Fu Tea in Shunning Tea Factory, Fengqing County, lincang City, Yunnan Province. Its shape and specifications are clear, and its color is uniform. After brewing, the soup is bright and red, with prominent gold rings. It is well received by the international market and enjoys the reputation of "the aroma of Qimen black tea and the color of Yinxi black tea". As a national gift, "Dianhong Super Kung Fu Tea" was given to Queen Elizabeth II, who came to visit Kunming, so it was designated by the Ministry of Foreign Affairs as a foreign affairs gift tea for receiving foreign guests and became a well-known brand recognized at home and abroad in Yunnan tea products [2]; Dianhong broken tea was successfully trial-produced in 1958, and mass production began in 1964. It is a granular broken tea with irregular shape, strong red soup color and strong pungent 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, which is used to distinguish it from other similar products and obtain legal certification. The following mainly analyzes the brand identity of Lincang tea culture tourism from the aspects of image, vision and culture.
image elements: image elements determine whether a brand can be accepted by consumers quickly, which can stimulate consumers' eyes and lay the foundation for the brand to go to market. The image of brand logo of Yunnan black tea mainly highlights the origin, specifications and grades of tea, and together with a variety of TINT, it forms a good impression of first-class green organic brands in consumers' hearts.
visual elements: the brand logo of tea culture carries all kinds of information of tea brand enterprises and expresses the business philosophy of the enterprises. From the visual point of view, the brand identity of Yunnan black tea mainly consists of three parts: text, image and color. The text indicates the brand and origin of tea, and the figure is mainly round, which represents the harmonious factors in China's tea culture concept and inherits the tea culture tradition in China. The color is mainly red and green, and red shows the color of tea. Green highlights that tea is an organic and healthy green product, leaving consumers a lot of imagination space for safe, healthy and green food.
cultural connotation: the cultural concept of Yunnan black tea can be explained by 3H: First, Healththorigin (ecological production area), Yunnan black tea raw materials rely on Lincang high-altitude original ecological production area, which is particularly superior in climate, soil, light and humidity, and is suitable for planting high-quality tea. The original leaves are collected from Fengqing high-quality big-leaf tea, which has strong disease resistance, no pollution, and is green and safe. 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 is a traditional tea-making process, and natural leaves are selected to provide ecological products for consumers of tea brands, so that tea drinkers can rest assured. 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 traveling to tea culture brands have always maintained the body and mind of the vast number of tea culture tourism consumers, and the basic effect of self-cultivation has always existed. Tourists can enjoy tea and relax. Third, the restrictive factors that affect the development of Lincang tea culture tourism brand logo
With the development of economy, some tea culture brands have appeared in Lincang tourism market, but it is difficult to form a brand line. There are not many brand logos that can be recognized by tourists, and it is difficult to stimulate tourists' consumption. The restrictive factors affecting the development of Lincang tea culture tourism brand logo are mainly as follows: First, Lincang tea culture tourism development is still in its infancy, and the tea culture tourism brand logo 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 the prices of most tea culture tourism brands are low, so tourists don't know much about them, and it is difficult to form a well-known brand strategy; Secondly, the developed tea culture tourism brands lack effective publicity 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 a small-scale tea culture tourism brand market, all kinds of strong buying and strong 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, the government's support needs to be further improved. In addition to the well-known 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 identification are vague, and high imitation products are inevitable, and tourists are rarely willing to understand them at random. The market order is chaotic. To improve the Lincang tea culture tourism brand market, we must cooperate with many parties and increase management.
iv. Inheritance and innovative countermeasures of Lincang tea culture tourism brand identity
At present, Lincang tea culture tourism mainly has the following two forms: one is Lincang tea culture amorous feelings garden. Lincang Tea Culture Style Garden is located in Qinglong Mountain Tea Garden, a busy township 3 kilometers north of Lincang. There are 2,4 mu of high-quality and high-yield contiguous tea gardens developed into tea culture tourist areas. It is the first Lincang Tea Culture Style Garden built in Lincang with tea culture as the background. It displays tea brands, tea songs, te amo, tea ceremony and tea ceremony, and provides a tea culture exchange hall. In 1998, it was listed as one of the 25 tourist products in Yunnan Province, and it was listed as one of the top quality products at all levels. 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 around the country, and open up the tea culture tourism market, Lincang will hold a 15-day large-scale tea fair in Fengqing every year in March of the lunar calendar. During the festival, various tea performances and tea songs te amo will be held. A variety of tea products and other daily necessities are gathered at the fair, which has a certain scale in the local area. However, due to people's low awareness of tea culture, most people focus on daily necessities, which needs to be improved in promoting the exchange of tea culture and the sales of Lincang tea culture tourism brands.
It can be seen that tea culture tourism in Lincang has achieved certain development, but the development of tea culture tourism resources is still in the primary stage, showing the characteristics of spontaneity and dispersion, and the overall development pattern has not yet formed, and the popularity of tea culture tourism brands needs to be improved.
(1) innovative ways of Lincang tea culture tourism brand logo
The author thinks that, firstly, we should deeply analyze the existing tea culture tourism brand logo in Lincang, classify similar products, make product combinations and innovate Lincang tea culture tourism brand; Second, we should integrate Lincang's tea culture tourism resources and research and develop new tea culture tourism brand logos according to the demand of the tea culture tourism market. Most of Lincang's tea brand logos are named after regions, with little reference to the types and contents of tea products. Besides black tea, Lincang is also rich in other teas. We should pay attention 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 innovation of Lincang tea culture tourism brand identity should take the road of characteristics. Lincang tea culture has a profound foundation and many ethnic minorities. All ethnic groups have reserved some tea-growing and drinking styles with ethnic 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 ethnic flavor. Finally, in terms of patterns and colors, we should attract tourists' attention through novel graphic design and striking and coordinated TINT.
(II) Strengthening the Marketing of Lincang Tea Culture Tourism Brand Logo
The marketing of tea culture tourism brand logo is a comprehensive business and sales activity process to meet the needs of actual 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's entertainment and leisure. Lincang should seize the opportunity to revitalize the teahouse culture in Lincang. Secondly, we should improve the popularity of Lincang tea culture tourism brand logo through tea singing and dancing performances. Through the performance of tea art, tourists can enjoy the spirit, let the 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, tea art competitions, etc., and skillfully use various festivals to enhance the influence of Lincang tea culture tourism brand identity. Show well-known tea scientific and technological achievements, tea packaging, tea brand identification, tea drinks and other tea products, show the achievements of tea tourism brand development and the new features of tea areas, and attract more consumers to pay attention to and participate in the development and utilization of tea culture. Finally, we should 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, let tourists get unforgettable travel or purchase experiences, form a good word-of-mouth effect, and expand the influence of tea culture tourism brand.
(3) Innovative marketing concepts
First, use advertisements 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 strengthen publicity by using valuable media, newspapers and magazines.
the second is to strengthen public relations marketing. Public relations is mainly aimed at the management of tea brand image in the eyes of the public, which 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 image of Lincang tea culture tourism brand enterprise.
In short, Lincang has a unique advantage in developing tea culture tourism brands. In order to achieve long-term development, Lincang's tea culture tourism must take the road of branding, innovate tea brand identification and seek better development in the tea culture tourism market.
References:
[1] Bai Guang, Li Hong