Research On The Promotion Strategy Of Qingyuan Camellia Industry In Fujian Under The Perspective Of Agricultural Culture

Qingyuan Camellia is a tea species that has been circulated since the Song Dynasty.In recent years,the ancient Qingyuan Camellia industry has been re-emphasized for its new development.In 2011,Qingyuan Camellia was included in the list of Fujian's intangible cultural heritage protection and provided an important opportunity for the promotion of the integration of traditional culture and tea industry.In terms of historical value or industrial environment,Qingyuan Camellia has a distinctive regional cultural industry representative and tremendous development potential.This article takes Qingyuan Camellia's provincial intangible cultural heritage-historical culture,scenic spot culture and tea culture development-as an opportunity to take Qingyuan Camellia tea industry development and intangible cultural heritage demand as the starting point,through field investigation and literature analysis,The development status of Qingyuan Camellia industry is to explore the cultural resources and potential value of Qingyuan Camellia.The content of the study is to extract the development direction of the tea industry through theoretical research and literature analysis.The second is to learn from the theory of industrial integration and sustainable development,from the perspective of the value of tea cultural heritage resources and the perspective of tea industry development,design questionnaires to explore the resource characteristics,development value and utilization direction of Qingyuan tea culture.The third is to establish a value evaluation model of Qingyuan Camellia cultural heritage resources,construct a major evaluation index system,and use the analytic methods such as AHP and fuzzy evaluation methods to measure and analyze the corresponding weight and development potential of each impact index.Fourth,from the perspective of the development of agricultural cultural heritage resources,the potential of Qingyuan tea culture and the tea industry are excavated and evaluated.The results show that cultural heritage,uniqueness,cultural characteristics and other factors play an important role in the development of Qingyuan Camellia cultural heritage.It also laid a good foundation for the development of cultural heritage.Other factors such as resource consumption value,preservation status of heritage,resource market,cultural value,etc.also have a great influence on the development of Qingyuan Camellia cultural heritage,and should be properly guided and developed during development.The fifth is to propose the strategies and suggestions for transforming the potential of tea cultural heritage resources and promoting the development of tea industry.Including increasing government support and improving industrial development opportunities;supporting and cultivating leading enterprises to drive the development of peripheral industries;expanding the brand innovation and uniqueness of Qingyuan Shancha culture;integrating culture into brand building and improving market competitiveness;and strengthening tea culture construction.We have enriched the industrial connotation;paid attention to the training of talents and established a talent guarantee mechanism,etc.