梨山茶葉品牌發展策略之研究－以梨山實業為例

茶葉是臺灣重要的經濟農作物，梨山茶作為臺灣高山茶的代表，面臨著各項種植成本不斷地提升，國民健康保健的要求也隨之提高，茶葉的成本不斷提升，如何提高茶葉業者自身的品牌優勢，是現今茶產業發展的重點。本研究以兩項理論作為研究構面，分別是「STP理論」和「安索夫矩陣」來探討梨山實業品牌發展策略分析，透過深度訪談方式，蒐集各專家學者之建議，藉此得到更多對於梨山實業品牌發展之策略，從中取得經營者與其他專家學者的不同認知差異，以找出最合適之策略並給予建議。本研究歸結其品牌發展策略之研究結果如下，並將研究結果做為梨山實業未來品牌發展策略之規劃的利基：一、創造更多的品牌價值。二、透過差異化，進入有潛力發展的市場。三、打造全方位媒體行銷。四、消費者購買安心之強化。

關鍵字

梨山茶葉；品牌；行銷策略； STP理論；安索夫矩陣

並列摘要

The continuous expansion of the tea market in the world represents a substantial increase in demand. Tea is an important economic crop in Taiwan. As a representative of Taiwan's high mountain tea, Lishan tea is facing continuous increases in planting costs and national health care requirements. As the cost of tea continues to increase, how to promote the tea industry's own brand is the focus of the development of the tea industry today. This study uses two theories as the research facet, namely ＂STP Theory＂ and ＂Ansoff Matrix＂ to discuss the analysis of Lishan Industrial's brand development strategy. Through in-depth interviews, suggestions from various experts and scholars are collected to get more information. Most of the strategies for the development of Lishan Industrial's brand are obtained from the different cognition differences between the operators and other experts and scholars in order to find the most suitable strategy and give suggestions. This research summarizes its brand development strategy as follows, and uses the research results as the niche for the planning of Lishan Industrial's future brand development strategy:1. Create more brand value. 2. Create differentiation and enter the market with potential for development. 3. Create all-round media marketing. 4. Enhance consumer purchase peace of mind.

並列關鍵字

Lishan Tea ； Brand ； Marketing Tactics ； STP Theory ； Ansoff Matrix

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