凍頂烏龍茶產銷關鍵成功因素之探討：以個案公司為例

A Case Study of Key Successful Factors for Production and Marketing on Dong-Ding Oolong Tea

鍾健平(Chien-Ping Chung) ； 黃子驊(Huang, Tzu-Hua)

《經營管理論叢》 2014特刊 (2014/12) Pp. 15-30

https://doi.org/10.6872/OMR.201412/SP.0002

摘要

凍頂烏龍茶發展歷程具有整體台灣茶產業發展代表性。綜觀凍頂烏龍茶的發展歷程，是一個複雜且長期的動態過程，並且與整體茶產業面息息相關。本研究藉由系統思考方式，從生產面及行銷面，分析已有百餘年歷史的個案公司如何透過外在產業變遷及內在創新思維的制衡之下，創造獨特性，進而提升企業競爭力，達到永續經營之目的。最後，本研究針對個案公司發展、凍頂烏龍茶產業發展及整體臺灣茶產業發展提出建議。

關鍵字

茶產業 ； 系統思考 ； 個案公司

並列摘要

The development of Dong-ding oolong tea has the representative of Taiwan tea industry. It was a long-term and complex dynamic progress, and interacted with the environment closely. This study attempted not only systems approach to analyze the development course of Dong-ding oolong tea, but also an interactive point of view to explain a process of business management. In addition, this study created a dynamic model for the evolutionary process of Dong-ding oolong tea. The results of this study revealed the development process of a case study, and then via setting up unique and unmatched dynamic models continuously in different stages of development to enhance contingency theory of industry system entering another stages of improvement progress. In conclusion, this study proposed discussion on industry policy and business management.

並列關鍵字

Tea Industry ； Systems Thinking ； Case Study