信阳毛尖品牌的空间演变与传承研究

发布时间：2018-02-05 02:53

本文关键词： 茶叶信阳毛尖空间格局品牌价值传承　出处：《信阳师范学院》2015年硕士论文　论文类型：学位论文

【摘要】：信阳毛尖,中国十大名茶之一,河南省著名特色性地方品牌,因其“细、圆、光、香高、味浓、多白毫”独具特色风格品质而享誉中外。信阳毛尖是我国传统工艺、技术的结晶,是中国商业、文化、悠久历史的代表,它的价值是不可忽视的。但时至今日,信阳毛尖因为种种原因而出现品牌知名度低、市场占有份额比重小、空间格局分布不合理等问题。如何令信阳毛尖重新焕发活力已经成为政府部门、企业管理者、专家学者、茶农共同关注且亟待解决的问题。本文综合运用地理空间分析、文献研究、演绎归纳、访谈法、实地调研等方法研究信阳毛尖的空间分布格局演进以及品牌传承与创新,以期为信阳毛尖未来发展过程中的生产区域规划、销售网络布局、传承创新模式优化提供理论依据,促进信阳毛尖科学有效发展。首先,从时间和空间的角度,研究信阳毛尖的空间格局分布特征。理清信阳毛尖空间格局时序变化特点,并进行历史分期；总结归纳信阳毛尖生产空间、消费空间、文化空间的空间格局演变特征,生产空间呈现信阳西南部向东北部逐次递减,茶园面积、茶叶产量出现不同的历史分期；消费空间以信阳市及周边地区形成的核心区逐渐向外围区扩散；文化空间由信阳毛尖核心价值形成的单一文化逐渐向多样性发展。分析自然地理环境、人文地理环境、经济发展、社会需要、政策机制等在格局演变过程中所发挥的作用。其次,从信阳毛尖品牌价值入手,分析研究信阳毛尖品牌形成、品牌价值内涵以及品牌价值变化过程,阐明信阳毛尖的品牌传承特征,归纳总结出信阳毛尖目前主要是技术工艺和品牌文化两方面的传承；分析这种传承模式存在的问题与影响因素,提出信阳毛尖品牌传承与创新的新模式,即技术工艺方面、产品方面、销售方式方面、传播方式方面和资源配置方面的创新。最后,基于信阳毛尖空间分布特征以及品牌传承与创新模式,提出了创造有利于信阳毛尖发展的社会环境、实施信阳毛尖质量推进策略、强化以需求为导向的生产经营管理模式、加强科学理论与实践的支撑等一系列措施。
[Abstract]:Xinyang Maojian Tea, one of China's top ten famous tea, Henan Province famous local brand, because of its "fine, round, light, fragrant, strong taste." Xinyang Maojian Tea is the crystallization of Chinese traditional technology, the representative of Chinese commerce, culture and long history, its value can not be ignored, but today. Xinyang Maojian Tea because of a variety of reasons for the emergence of low brand awareness, small market share, unreasonable spatial distribution and other issues. How to make Xinyang Maojian Tea fresh vitality has become a government department. Enterprise managers, experts and scholars, tea farmers common concern and urgent problems. This paper studies the evolution of Xinyang Maojian Tea's spatial distribution pattern and brand inheritance and innovation by means of geospatial analysis, literature research, deductive induction, interview, field investigation and so on. In order to provide theoretical basis for Xinyang Maojian Tea's future development process of production planning, distribution of sales network, inheritance and innovation model optimization, promote Xinyang Maojian Tea scientific and effective development. First of all, from the point of view of time and space, this paper studies the spatial pattern distribution characteristics of Xinyang Maojian Tea, clarifies Xinyang Maojian Tea spatial pattern time series change characteristic, and carries on the historical stage; Summarized and summarized Xinyang Maojian Tea production space, consumption space, cultural space of the spatial pattern evolution characteristics, production space presents Xinyang southwest to the northeast one by one decline, tea garden area. Tea yield appeared different historical stages; The consumption space is gradually diffused from the core area formed in Xinyang City and its surrounding areas to the peripheral area. Cultural space from Xinyang Maojian Tea core values of the formation of a single culture gradually to diversity. Analysis of the natural geographical environment, human geographical environment, economic development, social needs. Policy mechanism and so on in the pattern evolution process plays the role. Secondly, starting with Xinyang Maojian Tea brand value, this paper analyzes the formation of Xinyang Maojian Tea brand, the connotation of brand value and the change process of brand value, and clarifies Xinyang Maojian Tea's brand inheritance characteristics. Summarized that Xinyang Maojian Tea is the main technology and brand culture of the two aspects of inheritance; This paper analyzes the existing problems and influencing factors of this inheritance mode, and puts forward a new model of Xinyang Maojian Tea brand inheritance and innovation, that is, technology, product and sales mode. Innovation in communication and resource allocation. Finally, based on the spatial distribution characteristics of Xinyang Maojian Tea and brand inheritance and innovation model, this paper proposes to create a social environment conducive to Xinyang Maojian Tea's development and implement Xinyang Maojian Tea quality promotion strategy. A series of measures, such as strengthening the mode of production management oriented by demand, strengthening the support of scientific theory and practice, etc.
【学位授予单位】：信阳师范学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.12

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