臺灣茶業如何建構全球行銷的競爭優勢

本研究運用層級分析法（Analytic Hierarchy Process, AHP）探索臺灣茶業建構全球行銷競爭優勢之關鍵決策因子。研究發現，「產品特質」及「市場需求條件」是最具關鍵性的決策構面，而權重第三為「文化特色」，與居首的「產品特質」、「市場需求條件」差距不大，顯示臺灣茶業欲建構全球行銷競爭優勢除了必須塑造產品特質與掌握市場需求條件之外，亦需重視文化特色層面。其中「產品特質」構面之決策因子「風味獨特性」與「市場需求條件」構面之決策因子「養生意識」，在單一構面內的權重（local weight）與整體總評估的權重（global weight），排序皆並列第一，此研究發現顯示，臺灣茶業建構全球競爭優勢，必須兼顧風味獨特性與養生意識。

關鍵字

臺灣茶產業；競爭優勢；層級分析法

並列摘要

This research explores the key determinants for the construction of global marketing competitive advantages in Taiwanese tea industry using Analytical Hierarchy Process (AHP). Research findings show that, among the five dimensions, ＂product features＂ and ＂market demand condition＂ are the most crucial decision dimensions and takes the highest weighting, while ＂cultural features＂ takes the second highest weighting with no significant weighting difference comparing to the highest ones. This findings reveals that, to gain competitive advantage for Taiwanese tea industry, cultural features is as well important. The most important determinant of ＂product features＂ is ＂unique flavor＂; and the most important determinant of ＂market demand condition＂ is ＂health awareness＂. These results show that, both unique flavor and health awareness are crucial for the construction of global marketing competitive advantages in Taiwanese tea industry.

並列關鍵字

Taiwanese Tea Industry ； Competitive Advantage ； Analytic Hierarchy Process (AHP)

參考文獻

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