本文關鍵詞： 茶葉 信陽毛尖 空間格局 品牌價值 傳承　出處：《信陽師范學院》2015年碩士論文　論文類型：學位論文

【摘要】：信陽毛尖,中國十大名茶之一,河南省著名特色性地方品牌,因其“細、圓、光、香高、味濃、多白毫”獨具特色風格品質而享譽中外。信陽毛尖是我國傳統(tǒng)工藝、技術的結晶,是中國商業(yè)、文化、悠久歷史的代表,它的價值是不可忽視的。但時至今日,信陽毛尖因為種種原因而出現(xiàn)品牌知名度低、市場占有份額比重小、空間格局分布不合理等問題。如何令信陽毛尖重新煥發(fā)活力已經成為政府部門、企業(yè)管理者、專家學者、茶農共同關注且亟待解決的問題。 本文綜合運用地理空間分析、文獻研究、演繹歸納、訪談法、實地調研等方法研究信陽毛尖的空間分布格局演進以及品牌傳承與創(chuàng)新,以期為信陽毛尖未來發(fā)展過程中的生產區(qū)域規(guī)劃、銷售網(wǎng)絡布局、傳承創(chuàng)新模式優(yōu)化提供理論依據(jù),促進信陽毛尖科學有效發(fā)展。 首先,從時間和空間的角度,研究信陽毛尖的空間格局分布特征。理清信陽毛尖空間格局時序變化特點,并進行歷史分期；總結歸納信陽毛尖生產空間、消費空間、文化空間的空間格局演變特征,生產空間呈現(xiàn)信陽西南部向東北部逐次遞減,茶園面積、茶葉產量出現(xiàn)不同的歷史分期；消費空間以信陽市及周邊地區(qū)形成的核心區(qū)逐漸向外圍區(qū)擴散；文化空間由信陽毛尖核心價值形成的單一文化逐漸向多樣性發(fā)展。分析自然地理環(huán)境、人文地理環(huán)境、經濟發(fā)展、社會需要、政策機制等在格局演變過程中所發(fā)揮的作用。 其次,從信陽毛尖品牌價值入手,分析研究信陽毛尖品牌形成、品牌價值內涵以及品牌價值變化過程,闡明信陽毛尖的品牌傳承特征,歸納總結出信陽毛尖目前主要是技術工藝和品牌文化兩方面的傳承；分析這種傳承模式存在的問題與影響因素,提出信陽毛尖品牌傳承與創(chuàng)新的新模式,即技術工藝方面、產品方面、銷售方式方面、傳播方式方面和資源配置方面的創(chuàng)新。 最后,基于信陽毛尖空間分布特征以及品牌傳承與創(chuàng)新模式,提出了創(chuàng)造有利于信陽毛尖發(fā)展的社會環(huán)境、實施信陽毛尖質量推進策略、強化以需求為導向的生產經營管理模式、加強科學理論與實踐的支撐等一系列措施。
[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.
【學位授予單位】：信陽師范學院
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F326.12

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