随着人们旅游观念和旅游需求的变化,茶村休闲旅游逐渐成为大众喜爱的旅游方式。但茶村旅游发展也存在着旅游产品单一、缺乏文化品位、经营混乱、服务低端、目标市场定位不准确、营销宣传力度小等问题。本文选取梅家坞茶村为案例,在分析其茶村资源优势的基础上,提出了突出特色,深度挖掘并利用历史与文化资源,突出参与性、体验性与知识性,丰富旅游产品功能,制定多样的灵活的营销策略等茶村旅游产品的升级开发模式。 With the change of people’s tourism concept and traveling demand, the leisure tourism in the tea village has gradually become the popular travel style. However, the development of tea village tourism also exists a single product, lack of cultural quality, business chaos, low-end service, the target market positioning is not accurate, marketing efforts and other issues. This paper selects Meijiawu Tea Village as a case and analyzes the characteristics of tea village resources. Based on the analysis of the advantages of tea village resources, this paper puts forward the outstanding features, digs and uses historical and cultural resources in depth, highlights participation, experience and knowledge, enriches the functions of tourism products, To develop a variety of flexible marketing strategies and other tea village tourism product upgrade mode of development.