以資源基礎觀點探討名間鄉茶葉產業及其發展

本研究以名間鄉松柏嶺地區為主要研究區，透過「資源基礎觀點」來觀察名間鄉具有哪些獨特能力，並以「產業貢獻性」、「產品稀缺性」、「路徑模糊性」、「難以替代性」以及「資源能力性」五個構面來加以探討名間鄉茶葉產業及其發展，並試圖提出符合名間鄉未來發展需求之建議。名間鄉是全台最大茶葉生產與集散中心，其基礎便是具有久遠歷史的自然及人文環境，藉由資源基礎觀點的檢視，我們看到名間鄉的「產品稀缺性」來自於地勢平坦的緣故，使得當地得以透過雙人採茶機快速採收茶菁並降低人工成本，獲得競爭力。在「路徑模糊性」因名間鄉的緩坡地形、地質、氣候、旱作水源系統、電腦揀枝廠足夠承載當地工作量以及技術人員充足難以複製且金額龐大，也因此大大地提昇了複製的難度。在「難以替代性」有地勢平緩、製茶歷史悠久所形成的強大技術背景、製茶人力相對充足、從業人員素質高、勇於嘗試新產品以及從小培育的銷售技巧都是其他地方無法替代的關鍵成功因素。最後在「資源能力性」也因為名間鄉天然環境良好所以擁有中低海拔中的高標品質，緩坡地形也使得成本能夠大幅降低、迎合潮流的從業業者特質、從業人員素質好且充足、專業製茶師傅相互支援能力強以及電腦揀枝廠的密集也都成為了強化名間鄉這些獨特能力的堅實後盾。名間鄉茶葉產業目前主要仍以成本低廉為競爭優勢，但「松柏長青茶」也成為低海拔的代名詞，所幸名間鄉農會於2014年也將其更名為「台灣好茶」，但是後續的變化仍亟待觀察，但將海拔的劣勢模糊化已是必要之舉。名間鄉具有許多可開發的旅遊資源，因此建議透過與鄰近鄉鎮共同規劃二日遊行程，必定能為當地的茶葉產業帶來更大的廣告效益與實質購買活動。另外，隨著東南亞國家工資上升，機採茶也必定受到牽連，因此有必要進行各種轉型，有機茶園、茶葉加工品及機能茶飲的開發也相當重要，尤其在規模較小的業者部分，因財力無法負擔轉型的資本，因此政府單位更應該加強當地的各項技術能力與資金上的補助與輔導，透過轉型來強化當地的競爭力。因為名間鄉製茶已有百餘年歷史，無論在種植、製造與銷售方面的能力都相當優秀，加上人口眾多，也因此成了台灣製茶師傅重要的招募中心，建議地方政府單位應積極鼓勵培育新的茶葉產業人才，讓名間鄉能夠成為台灣茶葉產業的技術中心，避免產生技術與人力的斷層。「松柏坑人」多數從小就接觸家人從事茶葉買賣的過程，因此普遍具有優秀的銷售能力與特質，建議應保持這些能力特質並加以培訓，強化當地業者行銷與品牌形象塑造能力的提升，並且避免出現銷售人才的斷層。看似劣勢的低海拔卻有著地勢平坦的優勢，使得當地的茶葉產業得以在飲料茶開始發展的時代蓬勃發展至今，當地人民的勤奮、認真、敢他人之先的性格成就了偉大的台灣製茶基地，在進口茶以及外來飲品大量進軍台灣的同時，應用茶葉發展美容、生技、醫學及養生食品等其他產品也成為目前非常重要的課題。

關鍵字

茶葉；名間鄉；松柏嶺；台灣茶；飲料茶；資源基礎理論

並列摘要

Songboling region, Mingjian township is the primary research area of this study, the unique capabilities which are investigated from the “resource-based view” and are discussed from five dimensions which are “industry value”, “product rareness”, “path ambiguity”, “irreplaceable” and “resource capability”. This study aims to provide suggestions favorable to the future development of the township. Mingjian township is the largest tea production and distribution center flowing from its long history of natural and human environment. From the investigation in terms of “resource-based view”, the “product rareness” of the township is the result of flat terrain so the two -player tea picking machine can be applied by the locals with high efficiency and reduced labor cost to develop competiveness. Regarding “path ambiguity”, tea production in the township is difficult to be replicated and replication costs huge amounts of money because the township benefits from flat terrain, geology, climate, water supply system for dry season, factories in which automatic tea stalk- sorting machines are applied affordable to the local workload with sufficient technical staff that has greatly increased the difficulty of replication. Regarding “irreplaceable”, the irreplaceable key factors include strong technical background flowing from flat terrain and long history and sufficient tea production manpower, high-quality employees, making brave attempt to produce new products and marketing skills having been trained since childhood. Finally, regarding “resource capability”, the unique capability of the township flowing from its good natural environment to produce the tea with excellent quality in the lower middle geographic altitude, cost reduction from flat terrain, characteristic of the manufacturers to be in line with the trend, sufficient good-quality employees, powerful supporting network between professional tea masters and automatic tea stalk- sorting machine density, for which are strong support. The primary competitive advantage of tea industry in Mingjian township is low cost but the “Pine Cypree Evergreen Tea” became a synonymous of low geographic altitude, as a result, the tea price can’t be raised up. Fortunately, the tea name has been changed to be “Taiwan Good Tea”, of which consequence is still under investigation and the disadvantage resulting from its low geographic altitude location is necessary to be blurred. There are a lot of travel resources which can be developed in Mingjian township. Therefore, it is recommended to plan two- day tours with the neighboring townships that can bring greater advertising benefits and encourage substantial activities in purchasing for local tea industry. In addition, the raise of labor cost in Southeast Asia has caused manpower shortage for tea picking. Therefore, all kinds of tea industry transformation are necessary and the developments of organic tea, processed tea products and tea products with special functions are important. Government should advance technical capabilities of the local manufactures and provide counselling and funding, particularly, for smaller manufactures, which cannot afford the transformation cost that will strengthen the local competitiveness. The township has hundred years history in tea production with great capability in planting, production and marketing together with large population that has made it an important recruiting center for Taiwan tea masters. The local government is recommended to actively train new talent for the tea industry that makes the township become a technical center for Taiwan tea industry and avoids techniques and manpower shortage. Most "Pine Cypress Pit people", who have been involved with tea business with their families since their early age, have developed professional marketing capability and quality. The people are recommended to keep the capability and quality and to be trained, to advance the capability of marketing and imagine building for local manufactures and avoid marketing specialist shortage. The township located in low altitude, which seems to be a disadvantage in the tea market but the flat terrain in low altitude is actually an advantage for the local tea industry to have been prosperous to date. The characteristics of the locals are diligent, conscientious and entrepreneurship, which have developed the township to be a great Taiwan tea production base. Facing the prevalence of imported tea and other drinks in Taiwan, tea applied in cosmetics, biotechnology, medicine and health food as new products has become a very important issue.

並列關鍵字

Resource-Based View ； Mingjian Township ； oolong tea ； taiwan tea

參考文獻

陳煥堂、林世煜，台灣茶的第一堂課，2008年，如果出版社、大雁文化事業股份有限公司。

劉民乾，優質茶葉生產實用技術，2011年，中國農業科學技術出版社

陳煥堂、林世偉，烏龍茶的世界，2014年，大雁文化事業股份有限公司。

林建煌，行銷管理，2009，華泰文化。

http://www.yanten.com.tw/ 陽田生物科技有限公司(2014.5.1瀏覽)

國際替代計量

以資源基礎觀點探討名間鄉茶葉產業及其發展

全文下載

主題瀏覽