The spread of tea culture can promote the expansion of the tea market. So what are the plans to promote Anxi tea culture? The following is a plan for promoting Anxi tea culture that I have carefully compiled for you. Let’s take a look. Plan 1 for promoting tea culture in Anxi

Plan for promoting tea culture in Anxi

Anxi is the largest main oolong tea producing area in China and the birthplace of the world-famous tea Tieguanyin. The history of tea production can be traced back to It dates back to the late Tang Dynasty. Over hundreds of years, with the birth and development of Anxi tea, Anxi has gradually formed an ancient, unique and colorful tea culture. Integrating history, economy, religion, folk customs, etiquette, food, and gardening, and integrating poetry, song, 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 villagers have integrated tea culture from the motherland and around the world into Anxi tea culture, thus forming the Anxi Chinese Tea Grand View Garden. Grand View Garden gathers all kinds of tea culture and can be described as an encyclopedia of tea. The promotion of Anxi tea culture has become a key issue to be solved. The following is the promotion plan for Anxi tea culture:

1. Promotion of tea art and tea ceremony

Anxi tea art is famous for its tea iron The Guanyin brewing technique is a model that expresses Tieguanyin’s unforgettable special charm. Amidst the tinkling of ancient music, Anxi tea art ladies dressed in elegant and gorgeous costumes appeared in an orderly manner. Their flowing movements show you the whole process of brewing oolong tea. The pot is hung high, the spring breeze is blowing on the face, and the water is flowing. Dot the water with fragrance?

When talking about the spirit of Anxi tea ceremony, we cannot fail to mention Anxi tea art instructor Li Boyun. He extracted his tea ceremony spiritual concepts from Anxi tea culture: purity, elegance, etiquette, and harmony. Li Boyun believes that tea art should understand the nature of tea, respect local folk customs, and master the best brewing methods. The tea art process should pay attention to politeness, orderliness, delicate and graceful movements, and rich tea charm, so that people can enjoy the beauty in the process of tasting. . As a drink for the human soul, tea contains human spiritual and cultural phenomena and makes the dialogue between man and nature a reality. Nowadays, Anxi tea art no longer remains at the performance level, but involves tea science, aesthetics, etiquette and other aspects, including tea art environment, tea art music, tea art talent selection, etc.

2. Promotion of tea songs

Anxi is the hometown of tea and also the hometown of songs. The hard-working and simple Anxi people have been singing sentimental tea songs for generations. As early as 1988, Anxi successfully held the Anxi Oolong Tea? Tieguanyin Cup? National Song Contest, and then compiled the collected songs into "Songs of Fragrance". The tea dance "The Legend of Oolong Tea" is spread among the people of Anxi and is both magical and of practical significance. The literati of the past dynasties also wanted to convey the charm of tea and evoke nostalgia with their pens, and left many poems praising Anxi oolong tea. A large number of legends, songs and proverbs about tea production and the life of tea farmers are circulated among the people.

To promote Anxi tea songs, you can hold tea song conferences and invite celebrities to participate, so as to promote the traditional Anxi tea songs to the whole of China, and then promote the development of Anxi tea culture.

Anxi Tieguanyin is a product name, not a product brand. To sustain and healthy develop Anxi Tieguanyin, we must take the road of branding, and Bama Tea is undoubtedly the representative of excellent brands. Anxi tea branding must achieve the following points:

1. Persistently focus on product quality. ?High quality, safety and stability? are the basic requirements for Bama's products. The quality tenet of the ?Bama? brand is: rather lack than excess. The quality of Tieguanyin products depends largely on the quality of raw materials. The quality of Tieguanyin raw materials is complex and diverse due to different production areas, different production processes, and different climatic conditions. This requires tea masters to have long-term review experience. With a strong awareness of quality, Bama Company now has many senior tea appraisers to check the quality.

2. Continuous pursuit of innovation and reliance on scientific and technological progress are the eternal themes of Bama Tea Industry. Tea is a highly competitive industry. Because the threshold for entering the tea industry is very low, the number of tea companies is astonishingly large. If you want to gain a foothold and develop in the tea industry, you can only take the path of innovation. The innovation of "Bama" is mainly the innovation of taste. Different tea consumption areas have different requirements for the taste of Tieguanyin. Different consumer groups also have different appreciation of the flavor of Tieguanyin, and the quality of Tieguanyin is diverse.

3. Hire celebrities as spokespersons to create a good image of the company and industry.

IV. Tourism promotion of Anxi’s tea culture landscape

Walking into Anxi, tea culture landscapes are everywhere. The tea gardens in Xiping, the birthplace of Tieguanyin, are layered and green. They are filled with a sea of ??tea and a green world. The aroma of tea leaves is refreshing. Daping Ecological Sightseeing Tea Garden is the most beautiful and best ecological tea garden in the country. The tea mountains are beautiful in shape, boundless green, and have the most original tea song duet.

In recent years, Anxi people are working hard to introduce their strong tea culture and beautiful natural scenery to the world. They have planned and launched four golden tourism routes featuring tea culture, including leisure vacations, historical sightseeing and ecological exploration, and have built a large number of tea culture tourist attractions and attractions such as tea parks, tea expo halls and ecological tea gardens, forming a tea town. A unique tea culture tourism as a whole.

If you want to know the best tea in the world, please visit Anxi. The tea culture journey will definitely make you forget about the mountains and rivers, and be intoxicated by the strong fragrance of tea and the mellow tea culture. Plan 2 for promoting Anxi tea culture

Tea Culture Park promotion planning plan

1. Planning background:

Introduction to Lianyuan Zen Tea Culture Park

Relying on Rizhao Buddhist culture with a history of more than 1,400 years, and based on Jufeng Green Tea, it invested 1.8 million yuan to build the "Lianyuan Zen Tea Cultural Park" covering an area of ??more than 100 acres. Lianyuan Tea Factory is the original Tiefoshan Tea Factory, founded in 1988. It is a green tea enterprise integrating the planting, production, processing, trade, scientific research, tourism and Zen tea culture research of famous green tea. Nearly a thousand acres of tea gardens can be developed, and the area of ??organic tea gardens in the tea farm alone is as high as more than 400 acres. There are currently 58 employees specializing in the production of Zen tea, with an annual output of 50,000 kilograms of Zen tea. It is the only development-oriented enterprise in Jiangbei that features the production of Zen tea and gift tea. It takes the promotion and development of Zen tea culture and Qilu traditional etiquette culture as its own responsibility.

2. Zen tea culture,

Zen tea adopts strict production and processing technology that is integrated with Buddhism, and undergoes special tea art performances to enlighten the Buddha nature and reveal the Buddhist principles. Using tea as a special form of mind cultivation, the purpose of Zen tea culture is to achieve the transformation from confusion to enlightenment, from vulgarity to elegance by strengthening the awareness of the moment. When one thought is lost, Zen is Zen and tea is tea; the pure is pure and the turbid is turbid; elegance is elegance and vulgarity is vulgarity. With one thought, tea becomes Zen, and Zen becomes tea; clearness turns into turbidity, and turbidity becomes clearness; elegance turns into vulgarity, and vulgarity turns into elegance. The flavor of tea is the flavor of water, and the flavor of water is the flavor of tea. Tea and water blend together and are inseparable. This practice concept not only tacitly understands the original intention of the Buddha and the true meaning of Buddhism, but is also particularly in line with the foundation of modern people. It is a very good practice method. The spirit of Zen tea culture is "uprightness" and "elegance", and the function of Zen tea culture is "gratitude, tolerance, sharing and friendship". Dissolve righteousness into gratitude, into tolerance, harmony into sharing, and elegance into friendship; thereby carrying forward the spirit of Zen tea culture and implementing Zen tea culture, using Zen tea culture to unite people, resolve conflicts, and It plays a subtle role in optimizing one's own quality and harmonizing the relationship between oneself and others.

Lianyuan Zen Tea Culture Cost Analysis:

Zen Tea Factory: 500,000

Zen Tea Cultural Center: 300,000

Zen Tea Vegetarian restaurant: 200,000

Zen hall: 200,000

Zen tea hotel: 500,000

l Zen tea sales hall: 50,000

Water and electricity costs: slightly

Other expenses: 50,000

2. Planning goals:

Reasonable planning of the layout of the Lotus Zen Tea Culture Park in the Lotus Zen Tea Culture Park face

Rapidly increase the popularity of the Lotus Zen Tea Culture

Accurately find the profit points of the Lotus Zen Tea Culture Park

Attract people with unique skills from the Shandong folk community

Launch the product Lotus Yuan Zen Tea?

3. Specific plan

1. Overall layout:

(1) Entrance:

Setting up sculptures: Place a large teapot with the Heart Sutra carved on it, which can circulate water. As a landmark building of the Lotus Zen Tea Cultural Park.

(2) Tower gate: Two big red lanterns are marked with the words "Zen Tea"

(3) Both sides of the tower gate: Written in calligraphy, "Pin Lian Yuan Zen Tea Ginseng" The empty space of all things is placed on both sides to highlight the characteristics of the Zen Tea Cultural Park.

(4) At the entrance: Kung Fu tea table Buddha statue head, Buddha statue belly, and gold ingots next to the Buddha statue; tea guests stroke the belly of the Buddha statue to symbolize Yourong Naida; tea guests stroke the gold ingots next to the Buddha statue to symbolize rolling wealth. . There is a small electronic display that shows the number of tea guests coming to the academy.

[Suggestion] Set up a large electronic display next to it so that tea drinkers can see which tea drinker they are in the academy, feel their unique number, and all tourists who buy tea , print the number on the packaging of "Lian Yuan Zen Tea" as a commemoration, thereby increasing the high added value and sales of "Lian Yuan Zen Tea".

(5) Zen Tea Cultural Center: Display and sale of calligraphy and paintings by eminent monks, other lay people, and celebrities. It includes a physical exhibition of pictures of the growth process of the Zen tea culture in Lian Yuan, telling the origin, development, growth, maturity and exchanges with overseas Buddhist circles of the Zen tea culture. Modern equipment and advanced technology are used to build a high-standard modern Zen tea culture exhibition park; the tea history hall uses multimedia technology to display the origin and development history of Zen tea in the form of physical objects, charts, texts, etc.; the tea art hall allows tourists to enjoy tea art performances While sipping tea in an elegant environment, you can fully feel the rich connotation of Chinese Zen tea culture.

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(6) Zen Tea Hotel: suitable for large-scale activities such as training and cultural exchanges for government agencies and units, especially religious circles. Take a series of business theme routes, take the initiative, launch business marketing strategies, plan a series of activities, and invite relevant units to participate; provide customers with leisure and comfortable business activity venues according to customer needs; invite relevant media to do special programs or activities here.

2. Overall promotion

(1) Overall positioning:

Buddhist culture has special tourism functions and can satisfy tourists’ pursuit of knowledge, beauty and wonder. Travel motivations can also satisfy deep-seated emotional needs.

Rizhao is a tourist city that combines leisure life with rich cultural atmosphere. In Rizhao, drinking tea is a part of life. Both dignitaries and rural farmers drink tea, and Rizhao is located in the north. The important geographical location of Qingdao, Linyi to the west and Lianyungang to the south, as well as the urban characteristics of blue sea, blue sky, golden beach and Buddhism, have won the favor of the majority of tourists. The Zen Tea Cultural Garden built in Rizhao will naturally have many selling points.

Create an important base for Rizhao Buddhist culture and Zen tea culture, marry Buddhist culture and tea culture, and take the road of industrialization and marketization.

Therefore, we position the Zen Tea Cultural Park as: Zen Tea Cultural Base

(2) Refining the unique selling point: Zen meditation + leisure

(3) Overall Promotional slogan: Visit Qilu Holy Land to taste Lotus Zen Tea

(4) Zen Tea Cultural Park’s LOGO:

Identification is one of the important functions of a corporate logo. Under the market economy system, competition continues to intensify, the public is faced with complicated information, and there are countless logos and trademark symbols. Only logos with distinctive characteristics, easy to recognize and remember, profound meanings, and beautiful shapes can stand out among peers. It can distinguish it from other companies, products or services and leave a deep impression on the audience, thus increasing the importance of logo design.

As an important base of Buddhist culture in Rizhao, the Zen Tea Cultural Park should conform to the artistic conception of Zen Buddhism in its LOGO design.

(5) Promotion media selection:

In terms of media selection, according to the current status of the Lianyuan Zen Tea Factory, the popularity of the Zen Tea Cultural Park is urgently needed.

So in terms of media selection, we recommend the following media:

Bus booth light box:

TV special:

Newspaper advertisement:

Others:

3. Lotus Zen Tea

(1) Zen tea grows in a place with clear mountains and clear waters, surrounded by steaming clouds and fog Rizhao is a mountainous area in Shandong Province. Rizhao has a temperate maritime climate and is warm and humid all year round. The average annual temperature is 12.6°C and the average annual humidity is greater than 72%. Rizhao borders the Yellow Sea to the east, Qingdao to the north, Lianyungang to the south, Yimeng Mountain to the west, and faces South Korea and Japan across the sea. The temperature difference between day and night is obvious. The soil in the mountainous hills is slightly acidic and belongs to the yellow-brown loam soil. The soil has high organic matter content. It is far away from the pollution of modern urban areas. The geographical environment of the mountains and rivers complements each other, creating a Zen tea with vivid green color, elegant smell, clear and harmonious soup. It has the characteristics of mellow and sweet taste and beautiful appearance. Zen tea not only has three virtues: staying up all night while meditating, helping digestion when you are full, and the tea does not cause diarrhea, it can also remove lung dysentery and protect your health. It protects teeth and improves eyesight, quenches thirst and promotes fluid production, and increases good roots. Therefore, drinking tea has become the best aid for Zen practice.

(2) Current 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 needs of the modern market and focus on building regional brands to occupy a place in the market. It is understood that tea companies in Jiangsu and Zhejiang are working hard on branding. For example, in order to strengthen its own brand protection, Hangzhou Longguan Industrial Company, the manufacturer of "Longguan" West Lake Longjing, launched a series of brand products with the origin indicated on the basis of the "Longguan" brand, such as Longguan West Lake Longjing, Dragon Crown, Qiantang River, Longjing, etc.

(3) Selling points of Lotus Zen Tea:

Origin: Rizhao, the first green tea production base in Jiangbei;

Efficacy: Clearing the mind and refreshing the mind, protecting teeth Improve eyesight;

(4) Lotus Zen Tea advertising slogan:

(5) Advertising performance:

(6) Promotion methods and media selection: < /p>

4. Brand chain operation

5. Sales centered on temples in various places

6. Exclusive supply for each Zen dojo

7. Comprehensive Sales

From the perspective of tourism economics, Zen tea culture has far-reaching development connotations. This is because

1. The intellectual connotation of Buddhist culture. Buddhist culture contains a large number of human civilizations integrated with Buddhist teachings, from which we can understand 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 intellectually attractive.

2. The artistic charm of Buddhist culture. This charm is mainly reflected in the carrier of Buddhist culture. The Buddhist cultural carriers that tourists can appreciate mainly include temples, Buddha statues, Buddhist supplies, Buddhist organizations, Buddhist festivals, Buddhist activities, etc. Each piece is a precious historical relic and exquisite art treasure. It is a tourist attraction that attracts tourists to further receive the influence of Buddhist culture and create aesthetic feelings. The carrier of Buddhist culture not only conveys information to tourists but also mobilizes their aesthetic pleasure, so it has a strong artistic charm.

3. The guidance of curiosity in Buddhist culture. A tourist area with Buddhist culture as an important part of its tourism products is a world full of mystery, which has a strong appeal to tourists.

4. The emotional satisfaction of Buddhist culture. For Buddhist believers and followers of Buddhism, the emotional needs of Buddhism are the link between them and Buddhism. This emotional link is an important factor in attracting them to travel to Buddhist cultural places. There are also many tourists who belong to the basic sense. They only pursue the detachment of Buddhist consciousness. It is this detachment that triggers their travel motivation. By converting the motivation into practical actions, they can obtain psychological compensation and obtain psychological balance. From the perspective of tourism, whether it is religious emotional satisfaction or psychological balance achieved through the pursuit of Buddhist transcendence, it is all because of the support of Buddhist culture. Plan 3 for promoting Anxi tea culture

Strategic targets of the media

Individual consumers.

Fashion consumption: The target is mainly urban youth, who pay attention to sentiment and pursue lifestyle. To seize the potential of future consumers, we must attract young consumers and work hard on fashion consumption.

Habitual consumption: The main target is tea lovers. These consumers have their own favorite tea varieties or brands and have strong consumption habits.

Functional consumers: mainly women or middle-aged and elderly people, who buy various weight-loss teas, beauty teas, health-care teas, etc., therefore

In this form of consumption, word-of-mouth Publicity is more important.

Household consumption: refers to the daily consumption of ordinary families. Buyers of household consumer goods are mainly housewives, and most urban women like to go to shopping malls. Therefore, the promotional activities of shopping malls are very attractive to them.

Tourism consumers

The promotion of Anxi tea culture cannot be separated from the compatibility and complementation of tourism culture. Tourism culture can be used to promote it to people from all over the world

Guang Anxi The essence of tea culture.

Gift consumers

The three traditional Chinese gifts are tobacco, wine and tea. Tea is suitable for all ages and is good for health.

Consumers in professional venues

With the continuous development of the economy and the improvement of living standards, people have higher and higher requirements for the quality of life. It turns out that more and more people are looking for quality products. Tea is the main tea house, tea house, and tea house. This is also a great way to promote Anxi culture.

Cultural display

Multiple forms and levels of Anxi tea culture display

Traditional town tea culture

Modern urban tea culture

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Modern farm tea culture

Modern town tea culture

Traditional market town tea culture

Traditional rural tea culture

Multi-level Anxi tea culture display that meets different market needs

Professionals: Participate in world-wide professional forums, tea king competitions, tea master training, tea science and technology research, and tea academic exchanges

Flow.

Exclusive tea culture: mainly tea club, tea product investment and collection, tea-themed real estate, etc.

Yashi Tea Culture: theme restaurants, bars, theme hotels, theme cultural activities.

Popular leisure tea culture: Anxi Tieguanyin Teahouse, tea market, tea festival.

Popular tourist tea culture: Anxi tea farm, tea museum, tea market.