傳統茶商的革新之路：品味文化成就飲料茶霸業

王允中 ； 羅芳怡 ； 翁杉銘

《產業管理評論》 10卷2期 (2019/06) Pp. 51-70

摘要

本個案主要探討傳統茶產業如何透過創新進行轉型，以獲得競爭優勢。臺灣茶產業由於加工技藝停滯、人力成本逐年遞增、可耕作土地減少、茶葉產量下降，以及相關業者經營模式較為單一等因素，導致產業逐漸萎縮。因此，本研究透過翠豐茶行之個案研究，描繪傳統茶行從生產製造者成功現代化，成為多元化飲料茶製造商，將臺灣茶品牌成功推向國際的經驗，以耙梳傳統產業如何透過文化輸出，將品牌推向國際的經營管理策略。

關鍵字

茶文化 ； 策略轉型 ； 國際化 ； 競爭策略

並列摘要

This research mainly focuses on traditional Taiwanese industry and changing management strategies in the face of modernization. Furthermore it researches how the traditional enterprise is reformed in order to gain a competitive advantage. The Taiwanese tea industry has been in stagnation for many years because of the high cost of labour, decrease in agricultural land and falling output of tea etc causing the industry to decline. Consequently management styles should be more diverse and adaptive. Therefore through studying Tsu Fong Tea Shop I show how a traditional tea manufacturer changed itself into a modem diversified tea drink business and successfully pushed a Taiwanese tea brand that highlights Taiwanese tea culture into the international market place. Introducing the Taiwanese tea culture gives a traditional element and is key to their international market place strategy.

並列關鍵字

Tea culture ； Strategic transformation ； Internationalization ； Competitive strategy

參考文獻

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