日月潭紅茶產地證明標章與政策行銷之研究

本研究透過「政策行銷」（Policy Marketing）觀點切入來了解魚池鄉公所如何行銷「日月潭紅茶產地證明標章」。筆者透過現有文獻充實對於魚池鄉歷史發展、紅茶產業、行銷狀況、發展脈絡等概念，並整理出有關產地證明標章法規面及實務面的資訊。其次，透過深度訪談魚池鄉公所、農會、茶業改良場、茶農與業者等，結合政策行銷模式來對紅茶產業進行了解，並使用SWOT分析法將申請日月潭紅茶產地證明標章的優劣勢、機會及威脅作一整理以釐清目前推廣日月潭紅茶產地證明標章面臨哪些困境？再者，透過行銷策略來審視魚池鄉公所在推廣「日月潭紅茶產地證明標章」的成效與運作狀況及對當地紅茶產業的影響。本研究發現，魚池鄉紅茶產業在921震後受到政治、經濟、社會、協力夥伴等因素的交互影響幫助下，整體發展日漸蓬勃，使得公所在紅茶推廣與行銷的方式上必須更加多元、創新。而在「日月潭紅茶產地證明標章」的推廣上，鄉內茶農對於產地標章的申請方式及意涵都相當清楚，但卻可能因產地證明標章申請機制引發的排他性問題，及在自產自銷的行銷方式下影響其申請標章的意願。最後為了提升「日月潭紅茶產地證明標章」的申請數量及知名度，將從魚池鄉公所的角度切入，針對茶農端及消費者端提出政策建議供該單位來做思考。雖然本研究主題與範圍為魚池鄉日月潭紅茶產地證明標章的實務分析，但結論與建議仍可供其他茶區做參考與借鏡。

關鍵字

產地證明標章；政策行銷；魚池鄉；紅茶；日月潭

並列摘要

This study investigated how Yuchih Township Office marketed “the certification of origin of Sun Moon Lake Black Tea” from the perspective of “policy marketing.” The ideas such as the historical development, black tea industry, marketing situation, and development context of Yuchih Township were broadened with existing literature, and the regulations and practical side of the certification of origin were collated. Second, deep interviews with Yuchih Township Office, Yuchih Township Farmers’ Association, Tea Research and Extension Station, tea farmers, and dealers were carried out and combined with policy marketing to understand the black tea industry. SWOT analysis was also adopted to examine the advantages, disadvantages, opportunities, and threats to the application for the certification of origin of Sun Moon Lake black tea in order to explicate the current dilemmas of marketing the certification of origin of Sun Moon Lake black tea. What’s more, the effectiveness, operation, and impacts on local black tea industry of Yuchih Township Office promoting the certification of origin of Sun Moon Lake black tea were scrutinized through policy marketing. The results of the study showed that after 1999 Jiji Earthquake, the black tea industry in Yuchih Township flourished under the interactive effects of politics, economics, society, and collaborative partners. Therefore, the Office’s promotion and marketing of black tea needed to be more diverse and innovative. In terms of promoting “the certification of origin of Sun Moon Lake black tea,” tea farmers in the township grasped the application methods and meaning of the certification of origin. However, the system of the application may lead to the problem of excludability, and the willingness of application may be affected by the marketing of self-produce, self-sale. Finally, in order to increase the number of application and publicity of “the certification of origin of Sun Moon Lake black tea,” policy suggestions regarding tea farmers and consumers were provided from the perspective of Yuchih Township Office for it to ponder. Even though the theme and scope of this study were the practical analysis of the certification of origin of Sun Moon Lake black tea in Yuchih Township, the conclusion and suggestions could serve as reference and reflection for other tea regions.