湖北文理学院学报2026，Vol.47Issue(2)：60-65,6.
文旅融合视域下的福建茶品牌营销创新路径
Innovative Marketing Pathways for Fujian Tea Brands from Perspective of Culture-Tourism Integration
摘要
Abstract
The culture-tourism integration is an important strategy for promoting the synergistic growth of the cultural and tourism industries.As a significant birthplace of Chinese tea culture,Fujian boasts rich tea culture tourism resources,yet it faces practical challenges such as homogeneous tea brand marketing and insufficient innovative approaches.From the perspective of culture-tourism integration,this study employs a combination of case analysis and theoretical deduction to systematically explore innovative pathways for tea brand marketing in Fujian.The research proposes that through a synergistic mechanism of cultural empowerment,experiential empowerment,and digital empowerment,tea brands can achieve differentiated positioning and value enhancement.This approach not only provides actionable strategic references for the transformation and upgrading of Fujian's tea industry but also offers theoretical insights and practical implications for the high-quality development of regional characteristic industries and the living heritage of intangible cultural heritage.关键词
文旅融合/福建茶品牌/茶文化/创新营销Key words
culture-tourism integration/Fujian tea brands/tea culture/innovative marketing分类
社会科学引用本文复制引用
佘菁琦..文旅融合视域下的福建茶品牌营销创新路径[J].湖北文理学院学报,2026,47(2):60-65,6.基金项目
福建农林大学金山学院青年教师科研基金项目(KX230604) （KX230604）
