摘 要随着中国经济高速的发展，对茶叶产生了强烈的兴趣和大量的消费需求的群众与日俱增。而茶叶市场上品牌日益增多和日益完善也让专家预言 21 世纪将会是茶的世界。坦洋工夫的复兴之路时成了不可避免的历史潮流。因此，本文在文献调查，实地调查和访谈的基础上，通过了解坦洋工夫的背景和现状，对品牌建设现状进行SWOT 分析，发现存在市场监管缺失，市场竞争激烈，营销方式单一，专业人才缺乏等问题，总结出提升旅游品牌的措施，如规范市场秩序，稳定价格体系等。关键词：茶文化;旅游品牌;坦洋工夫AbstractWith the rapid development of China's economy, there is a growing interest in tea and a large number of consumer demand. The growing number and sophistication of brands in the tea market has led experts to predict that the 21st century will be the world of tea. The revival of tanyang kung fu became an inevitable historical trend. Therefore, based on the literature survey, on the basis of field survey and the interview, by understanding the time background and present situation, carries on the SWOT analysis about the present situation of brand construction, found that there is lack of market regulation, market competition is intense, single marketing method, lack of professional talents, summarizes the measures of promoting tourism brand, such as standardize market order, a stable price system, etc.Key words: Tea Culture;Tourism Brand；Tanyang Gongfu目 录1 引言............................................................................................................................11.1 研究背景........................................................11.1.1 理论意义......................................................11.1.2 实践意义......................................................11.2 国内外研究综述..................................................21.2.1 国外研究现状..................................................21.2.2 国内研究现状.........................
