台灣農產品行銷中國大陸之競爭力分析-以凍頂茶葉生產合作社為例

The Competitive Strategy of Taiwan's Agricultural Product in Mainland China, the Case Study of Dong Din Tea Production Cooperatives

陳立倫(Chen Li Lun)

指導教授 ： 楊坤鋒

亞洲大學/管理學院/國際企業學系碩士班/碩士(2007年)

摘要

台灣與中國先後均加入WTO，並逐漸開放其境內農產品市場。由於市場開放、關稅減低，自然難以避免國外農產品進入國內搶奪市場;不過貿易自由化也提供了各國拓展農產品外銷的機會。過去台灣即有烏龍茶王國之美譽，品質佳、製茶技術獨步全球，入會後不但不會受到街擊，反而還可外銷到世界各地，具有高度國際競爭力。
隨著中國大陸經濟發展，每年至少7%的經濟成長率，中國人民所得水準大幅提昇，對高品質的農產品之需求亦隨之提高，特別是沿海一級城市如土海、廣州等地區，可說是極具發展潛力之外銷市場，特將其選另為目標市場。再者大陸人士長期以來一直將台灣高山茶視為高品質產品，在政府有限度的開放大陸人士來台觀光之餘，高山茶更為其返國必備之土等珍品;但不商業者將劣質茶葉混充高級茶之事卻時有耳聞，推車將嚴重損害台灣茶之高品質形象，是故，為台灣茶葉擬訂一套完善之行銷策略售往中國地區一事勢在必行。
本文除介紹台灣茶葉生產運銷概況，外，並就選定之鹿谷烏龍茶，其優勢、劣勢、供應商議價力量、客戶議價力量、替代產品之威脅等，並與專業人士進行訪談，綜合進行分析。
本研究之目的在於瞭解台灣烏龍茶產業市場與行銷概況，探討選定之
鹿谷烏龍茶，外銷大陸之潛力與行銷策略，並作出政策建議作為農政單位及相關單位決策參考，期能對台灣農民產生實質貢獻。

關鍵字

鳥籠茶 ； 行銷策略 ； 麓爭策略

並列摘要

Taiwan and China have become members of World of Trade Organization. Thus, Taiwan and China open the domestic maricet of agriculture step by step. Because of opening market and lower tariff it is easy for foreign agricultural products importing to China and Taiwan. The orignal products have a sharp competition with foreign products in Taiwan and China However, the international trading of liberty has a wonderful opportunity for every country exporting their products. In the past Taiwan was famous in Oolong tea wiuich was made by high quality and unique tech. It has not been crushed by any shock. In the contrary, it is sold to everywhere in the world and it has a very high degree of competitive comparing with other agricultural products.
Along with the economic development in Mainland China the economy is growing at the rate of least 7% every yeat Because of China citizen income increasing the high quality agricultural product of demand rises. Especially the cities along the coaster area such as Shanghai and Guangzhou have the most development potential for the export markets. Therefore they have selected as the target markets.
Most people in Mainland China had considered Taiwan mountain tea as supreme quality product As the government slowiy open i.q and allow limited China tourist to Taiwan, mountain tea has becoming a superior valuable product that these tourists have to bring home. Therefore, it is a must to draft a perfect marketing strategy for marketing of Taiwan tea in the China region.
In addition to inlroduction of the supply chain of Taiwan tea industty in this ailicle, it also targets at Lu-Gu Oolong tea as major topic and describes its strength, wealmess, and analysis competitive advantage. Moreovei it conducts analysis via the interviewa with professionals in thisindustry.
The objective of this research is to understand Taiwan Oolong tea industry market and it marketing conditions. Lu-Gu Oolong tea has been selected for this study, it expoils potential and marketing ladies in Mainland China. And make policy and suggestion for government agricultural department or related department for their strategic decision or reference so as to provide Taiwan farmers a practical contribution.

並列關鍵字

Oolong tea ； Marketing strategy ； Competitive strategy

參考文獻

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14.William F. Glueck & Lawrence R Jauch, Strategy Management and