南投縣魚池鄉紅茶產業行銷之研究-一個跨域治理觀點

魚池鄉種植紅茶的淵源，關鍵是1925年日本人從印度引進不同品種的大葉種阿薩姆紅茶，選定魚池鄉進行試種成功後，日月潭地區成為台灣唯一的阿薩姆紅茶產地，奠定魚池鄉紅茶產業的基礎。經歷第二次世界大戰，及1980年代臺灣經濟成長後人工成本提高與東南亞各國的競爭，致使魚池鄉紅茶產業的沒落。直到九二一大地震之後，從民國92年起，魚池鄉公所舉辦第一屆「阿薩姆文化季」紅茶產業活動，在鄉公所、魚池鄉農會、茶業改良場魚池分場與社區茶農等共同投入振興紅茶產業的活動，使魚池鄉紅茶的名聲逐漸宣揚出去，期待能重新展開了紅茶的新契機。本研究主要目的以跨域治理觀點探討公、私部門和社區茶農間對於紅茶產業行銷的協力關係，透過魚池鄉紅茶產業的發展歷程及產業行銷的現況，發現紅茶產業行銷的助力與阻力，期待能依據研究發現提出可促進農業產業行銷上的相關建議。本研究經由文獻資料分析法、個案研究方法及訪談法，整理歸納出發現：一、治理層級及功能的整合：發揮專業專長，集結社會資源二、公私部門的整合：各單位團體對於紅茶產業有認同感三、資源互換及互信的協力關係：支配自有資源的同時也使用他者的資源四、創新的協力關係：各界種種創新的活動和計畫五、強調產品的獨特性：日月潭紅茶的品牌特色六、促銷與通路的開發：推陳出新的行銷活動七、協力關係中的阻力：溝通的障礙最後，本研究根據研究結果，對紅茶產業行銷之跨域治理、紅茶產業行銷組合、相關農業產業發展及對後續研究提出建議。

關鍵字

魚池；紅茶；行銷；跨域治理

並列摘要

The origin of black tea planting in Yuchih Township can be traced back to 1925. The Japanese introduced into the different varieties of big-leaf Assum Black Tea from India, and they successed in cultivating fine breeds. Then the Sun Moon Lake area became the only Assum Black Tea habitat in Taiwan, and established the foundation of black tea industry. The Yuchih Black Tea industry has fallen into decay due to the breaking out of World War II, and the increasing of Taiwanese labor cost after ecomic growing in 1980’s and the competition from Southeast Asia countries. The condition was not improved until 1999-the 921 Earthquake. In order to activate and promote Yuchih Black Tea that Yuchih Township held the “1st Assum Black Tea Festival”. By the efforts of the Yuchih Township, Tea Research and Extension Station (Yuchih Branch), Yuchih Township Farmers Association, and the tea farmers of community who revived and promoted the reputation of the Yuchih Black Tea gradually. That is the turning point of Yuchih Black Tea. The main purpose of this research is based on the viewpoint of Transboundary Governance among the public department, the private department and the tea farmers of community in the public-private partnership of Yuchih Black Tea industry marketing. By means of research the Yuchih Black Tea industry’s history and the current marketing development, what discover the boost and resistance of the black tea industry, to find a useful suggestion of the Yuchih Black Tea and related agricultural industry marketing. By way of the Literature Review, the Case Study and the interviewing method generalize the conclusion below: 1. The integration of governance level: To bring the specialized skill into full play and collect the social resources. 2. The integration of public and private department: Both public and private department have the identification the black tea industry. 3. Partnership of the resources exchange and the mutual trust: Dominate of the owned and others resources at the same time. 4. The Partnership of innovation: Every kinds of innovation activities and projects from the community. 5. Emphasize the product uniqueness: Characteristic of the brand Sun Moon Lake Black Tea. 6. Development of promotion and outlets: Ingerious and creative marketing activities. 7. The resistance in the public-private partnership: The communication barrier. In summary, according to the findings of this research and proposal on Across Boundary Governance of Black Tea Industry marketing, Black Tea Industry marketing combination, and the related agriculture industry development and the follow-up research.