中 文 摘 要
21 世纪是文化经济的时代，文化产业的行业门类不断发展壮大，正为国民经济建设做着突出贡献，尤其是在欧美发达国家，文化产业已然成为国民经济的主导产业。随着我国社会经济的飞速发展和文化的不断繁荣，我国的文化经济也在持续地发展壮大，各类文化逐渐产业化发展，我国的文化产业呈现快速发展趋势。在中国传统的茶业经济发展过程中，这种趋势也逐渐显现，茶文化与茶业经济的结合日益紧密，从茶叶的生产、加工、销售到茶企的经营等，无不体现茶文化元素。文化元素的开发使用，直接影响了茶业经济的发展效率，同时也提高了茶叶的衍生价值。在茶文化产业化实践比较成功的地区中，云南普洱茶、安溪铁观音等着名茶叶品牌均取得了不俗的成果。
本文意在借鉴国内外茶文化产业成功经验和分析信阳茶文化开发现状的基础上，提出信阳毛尖茶文化产业化开发的对策，从而为信阳地区发展茶文化产业的具体实践活动提供理论依据与方法指导。本文系统梳理了目前学术界关于茶文化产业相关概念的描述和界定，对茶文化的定义和层次结构、文化产业概念的演进与表述、茶文化产业概念的界定与特征等做了简要论述，通过分析总结国内外四种不同类型的茶文化产业的成功经验与不足，归纳出茶文化产业成功发展的一般规律，并期望将这些规律经验应用于信阳毛尖茶文化产业的开发过程中。然后，再通过对信阳毛尖茶文化开发现状的分析和信阳毛尖茶文化产业建设的可行性分析，提出开发信阳毛尖茶文化产业的对策建议。对策主要包括：重点打造核心茶文化品牌，以市场需求为导向对信阳茶文化产品进行细分，明确信阳茶文化的传播理念，附加文化元素延伸产业链条，采取全媒体互动的现代营销方式，发展以“休闲体验”为主题的茶文化旅游，利用高科技手段拓展信阳茶文化载体，引进培养专业技术人才。本文希望在对国内外茶文化产业案例的经验总结以及信阳地区茶文化产业化开发条件分析的基础上，提出的信阳毛尖茶文化产业化开发对策，能够对信阳茶文化产业的构建发展有一定的现实参考意义。
关键词：信阳毛尖，茶文化，茶文化产业
ABSTRACT
The 21st century is the era of cultural economy, cultural industrygrowing industry categories are doing outstanding contribution for thenational economic construction, especially in Europe and the UnitedStates developed countries, the cultural industry has become the leadingindustry of the national economy. With the rapid development of oursocial economy and culture of rising prosperity ,culture of economycontinues to grown, all kinds of cultural industrialization developedgradually, the cultural industry has showed a trend of rapid developmentof our country. The traditional tea industry in the process of economicdevelopment in China, this trend also gradually revealed, the combinationof tea culture and tea economy increasingly closing .It embody the teaculture elements from the tea production, processing and marketing to teaenterprise management.The development of the cultural elements,directlyimpact on the development of tea industry economic's efficiency andimprove the derivative value of tea. In the tea culture more successfulindustrialization practice areas, Yunnan Pu 'er tea, Anxi tieguanyin teaand other well-known brands have achieved good results.
This paper aims to draw lessons from successful experience of teaculture industry at home and abroad and analysis the present situation ofxinyang tea culture development based on which xinyang maojian teaculture industrialization development countermeasures are putted forwardin order to provide a theoretical basis and method guidance for thepractice of the development of tea culture industry in Xinyang area.Thispaper systematically analyzes the present academic circles for tea cultureindustry relevant concept definition and category of tea culture , brieflydiscussing the tea culture and the definition of the concept of the culturalindustry structure, evolution and expression, tea culture industry conceptand characteristics.Through the analysis of four different types of teaculture industry's successful experience and deficiency at home andabroad, summing up the general rules of successful development of teaculture industry and expecting to these laws be applied in thedevelopment process of xinyang maojian tea teaculture industry. Throughthe analysis of the development status of Xinyang maojian tea culture andthe feasibility analysis of Xinyang maojian tea cultural industryconstruction，the suggestions of Xingyang maojian tea culture industrydevelopment are putted forward.The countermeasures include: focus onbuilding the core tea culture brand,take the market demand as theguidance to subdivide the tea culture products of Xinyang,disseminat theideas of Xinyang tea culture,add cultural elements to extend the industrialchain,take the whole interactive media and modern marketing mode,develop the leisure experience as the theme of the tea culture tourism,expand the Xinyang tea culture carrier in the use of high-tech means,introduce and train the professional and technical personnel .
In this paper, I hope that Xinyang Maojian tea culture industrydevelopment countermeasures proposed in the base of summingexperiences of tea culture industry in the domestic and abroad andanalysising conditions of developing tea culture industry in Xinyang hasthe certain practical reference value on the construction of Xinyang teaculture industry.
KEY WORDS:Xinyangmaojian tea,tea culture,tea culture industry
目 录
一、绪论
（一）研究背景及意义
1、研究背景
2、研究意义
（二）相关研究现状
1、茶文化产业的概念范畴研究
2、区域茶文化产业的发展战略研究
3、信阳毛尖茶的相关问题研究
4、研究的不足与展望
（三）研究思路与方法
1、研究思路
2、研究方法
（四）研究内容及创新点
二、茶文化产业的相关概念界定
（一）茶文化的概念与范畴
1、茶文化的定义
2、茶文化的结构层次划分
（二）文化产业概念的表述与界定
1、文化产业概念的起源与表述
2、国内学术界对文化产业的界定
（三）茶文化产业概念的界定与特征
1、国内学术界对茶文化产业概念的界定
2、我国茶文化产业发展的特点
三、国内外茶文化产业典型案例分析
（一）案例分析
1、云南普洱茶文化产业分析
2、安溪铁观音茶文化产业分析
3、天福茗茶文化产业分析
4、英国立顿茶文化产业分析
（二）案例总结
1、成功经验总结
2、存在的不足之处
四、信阳毛尖茶文化开发概况及产业化开发的 SWOT 分析
（一）信阳毛尖茶文化的开发概况
1、信阳毛尖茶文化的概念范畴
2、信阳毛尖茶文化开发现状
3、信阳毛尖茶文化开发存在的问题
（二）信阳毛尖茶文化产业化开发的 SWOT 分析
1、优势分析(S)
2、劣势分析(W)
3、机遇分析(O)
4、挑战分析(T)
五、开发信阳毛尖茶文化产业的对策研究
（一）开发过程中要注意的问题
（二）开发信阳毛尖茶文化产业的具体对策
1、重点打造核心茶文化品牌
2、以市场需求为导向对信阳茶文化产品进行细分
3、明确信阳茶文化的传播理念
4、附加文化元素延伸产业链条
5、采取全媒体互动的现代营销方式
6、发展以“休闲体验”为主题的茶文化旅游
7、利用高科技手段拓展信阳茶文化载体
8、引进培养专业技术人才
六、结论
参考文献
致谢
