新北市三峽茶區有機碧螺春綠茶產業發展之研究

本研究主要採用開放式深度訪談，針對三峽茶區有機碧螺春綠茶分析現況、未來發展的潛力與訪談對象包括新北市政府農業輔導單位首長、茶產業輔導單位首長、管理階級人員、行政人員、三峽茶區具代表性農友討論關於有機碧螺春綠茶產業的未來發展，面對農村人口老化、農業缺工問題、如何吸引青年農民回鄉、有機碧螺春綠茶品牌與大陸相同以及外銷的評估與準備，接著進行消費者問卷調查、三峽茶區有機碧螺春綠茶的知名度與消費者接受的價格程度為何，最後再做摘要總結給予建議，包括茶園管理、生產加工、降低生產成本、行銷、政策建議等，以擴展新北市三峽茶區有機碧螺春綠茶通路與行銷國際的契機。分析方法主要整理深度訪談的結論與消費者問卷調查的統計結果，再以職業、年齡、性別、年收入、有喝咖啡的人數與針對碧螺春綠茶具有養生功效且願意購買的消費者做調查，並以交叉分析研究消費者的消費行為是否願意接受有機碧螺春綠茶、三峽茶區有機碧螺春綠茶產品的接受度及消費者喜好單價低或是最划算的數據分析。接下來提供發展建議，設定目標消費群以女性且年齡介於41~55歲、職業為軍公教及服務業、年收入51~150萬元的消費者為主。商品訂價策略以每盒50克400元與每盒75克550元兩款做推廣，主要的推廣方式以電視廣告與FACEBOOK進行推播曝光，吸引有喝茶與有喝咖啡習慣的消費者願意嘗試有機碧螺春綠茶，接著以有機碧螺春綠茶對人體健康有益的推廣方式行銷，吸引平時沒有喝茶與沒喝咖啡習慣的消費者購買。

關鍵字

碧螺春綠茶；有機茶；三峽茶區；深度訪談；消費者調查

並列摘要

This study adopted opened in-depth interviews, which focus organic Biluochun Green Tea in Sanxia District to analyze the future development and current crisis. The interviewees included the head of the Agricultural Counseling of the New Taipei City Government, the head of the Tea Industry Counseling, the management level personnel, the administrative staff, and the representative farmers in Sanxia Tea District. The interview topics are about providing advices to future development, how to resolve the problem of aging in rural area, labor shortage, how to attract youth farmer coming back, and evaluating and preparing on export of organic Biluochun Green Tea to China. Then this study surveys the popularity of organic Biluochun Green Tea in Sanxia District and the consumer acceptable price degree. Finally, based on the survey, this study provides suggestions on tea farm management, production and processing, reducing production cost, sales, policy for government, etc to expand organic Biluochun green tea channel and to open international market for Sanxi district Vicinity, New Taipei City. This analysis method mainly summarizes the conclusions of in-depth interviews and the statistical results of consumer surveys, and then investigates the occupations, age, gender, income, number of people who drink coffee, and consumers who focus on health and willing to purchase Biluochun Green Tea, Furthermore, the cross-analysis is applied to study whether consumer behavior is willing to accept organic Biluochun green tea and Sanxia District organic Biluochun green tea products and to study whether consumer prefer low unit price tea or cost-effective tea from data analysis. After that, suggestion is provided for the tea development. Setting up the target consumer group to be females in the range of 41 to 55 years old, and this group’s occupation includes military personals, government officers, teachers and service industries. This group’s annual income is from 510,000 to 1,500,000 NTD. The product prices are using one box of 50 gram for 400 NTD and one box of 75 gram for 550 NTD to promote. The promotion chancel is from TV advertisement and facebook to attract consumers who are accustomed to drink tea and coffee and are willing to try organic Biluochun green tea. Finally, using organic Biluochun green tea is good for health to further promote and attract people who do not have a habit to drink tea nor coffee to purchase.