An Empirical Study On Herbal Tea Consumption Motivation From Chinese Traditional Value

Form 2003 to the end of 2006, the gross income of herbal tea industry of packed herbal tea gets a great progress from 3 hundred million to 5 billion. This great progress brings several practical and academic problems, for instance: why herbal tea can get this great progress in 4 years? Where is the future of herbal tea? Which is the direction of the future of herbal tea? So this paper will study those problems from the angle of consumer's cultural value.First of all, the author discovered that the consumption has some culture meanings besides its material use. Then the author realized quickly that there are some valuable connection between the consumption of herbal tea and Chinese conventional value.Secondly, there are some valuable connection between the Chinese traditional value and the consumption of herbal tea after study.Thirdly, the author discovered that there are five kinds of motivation in the consumption of herbal tea. Behind it, this discovery successfully used in the behind study.At last, the author explained the usage of practical and academic realm through the example of packed wanglaoji, which got great success in packed herbal tea market.