Spatial Evolution And Inheritance Of Xinyang Maojian Brand

Xinyang maojian tea, one of the top ten famous tea in China, a signature of Henan province, is known all around the world because of the high quality and unique style of its "slim, round and glossy appearance, sweet and strong taste, rich white hair". Xinyang maojian tea is high valuable, for that it is the crystallization of traditional process and technology in our country, and the representative of Chinese business, culture and long history. But today, Xinyang maojian tea is low awareness in brand and unreasonable in spatial pattern of distribution, and shares low market proportion. So how to make the Xinyang maojian tea with renewed vigor has become a problem to be concerned and solved by government department, enterprise managers, experts, scholars and tea farmers.The combination of Geographic analysis, literature research, deductive induction method, interview method, on-the-spot investigation and other methods is used in this paper to study the evolution of the spatial distribution pattern of Xinyang maojian tea and the brand heritage and innovation. I hope my research can provide theory basis for layouting production area, sales network layout and the optimization of inheritance and innovation model and will promote a scientific and effective development of Xinyang maojian tea.First of all, from the perspective of time and space, we study the spatial pattern of distribution characteristics of xinyang maojian tea. Finding out xinyang maojian tea spatial pattern of temporal variation characteristics, and historical stage; Summarizing xinyang maojian tea production in the history of long period of time space, consumption space, cultural space characteristics of the spatial pattern of production space, and the space declines successively from southwest to the northeast in Xinyang, and it is different in the tea garden area and production in the history of different stages; Consumption space in xinyang and surrounding areas to form the core and gradually spread to the peripheral zone; Cultural space develops from the core value of xinyang maojian tea single culture gradually to diversity. We will also analyse the natural geographical environment, humane geographical environment, economic development and social needs, policy mechanism in the pattern of the role in the process of evolution.Secondly, from xinyang maojian tea brand value, we analyse and study Xinyang maojian tea brand formation, connotation of brand value and brand value change, explain xinyang maojian tea brand inheritance characteristics, and summarize that the xinyang maojian tea is mainly two aspects of technology and brand culture heritage. Analysis of the problems existing in the transmission mode and influence factors of Xinyang maojian tea is made and new mode of inheritance and innovation of its brand is put forward, namely, technology, products, sales way, spreading way and innovative in the allocation of resources.Finally, based on the spatial distribution characteristics of Xinyang maojian tea and the brand heritage and innovation model, we put forward a series of measures so as to create a social environment conducive to the development of Xinyang maojian tea, and push the strategy, strengthen the implementation of the quality of xinyang maojian tea, make a production management pattern oriented by demand and strengthen the support of scientific theory and practice.