茶產業創新轉型及永續經營研究:
以鹿谷鄉某茶商為例

研究台灣的茶產業中，不可或缺的就是鹿谷鄉的比賽茶，隨著時代的演進，茶產業面對世界各國的競爭，及經營困境，已到了需要轉型的地步。台灣的茶產業也順應了這股風潮，除了茶葉品質的改善外，也在製茶、行銷、推廣上更需要進一步改進方法，使茶葉產業能永續經營。本研究主要以個案的轉型經營，配合政府政策，而達到永續經營的目的。研究者透過資源基礎法、歷史研究法、個案研究法，分析個案在整個轉型過程中，遭遇的問題、面對問題、解決問題、最後提出有效改善方法。遂一克服困難，持續前進，達到今日完美成果。綜觀研究結果，結論如下。一、個案在茶葉產業鏈垂直整合。以茶葉種植、茶葉加工．茶葉流通與消費三個方向，將上、中、下游廠商策略結盟，增加競爭優勢。二、文化創意與休閒產業的結合，個案深愛陶藝藝術與茶道文化，加上民宿的經營，結合了台灣休閒產業合併發展。三、創新研發能力賦予個案在競爭紅海中立於不敗之地。有機茶的研發，為當前重視養身的潮流注入一股新力道。個案在其經營企業的角度上，善用各項內部獨特資源，掌握先機，配合政府法令及政策適時的轉型，改變經營的模式，加上分析自身的優勢，調整經營及管理策略，不斷的求新求變，期能以此，為台灣茶產業未來的經營策略，提供一個思考的新方向。

關鍵字

茶葉；比賽茶；文創；轉型；個案研究

並列摘要

The tea industry in Lugu Township is indispensable for the study of Taiwan’s tea industry. As time goes, the tea industry has faced the global competition and operating difficulties that reached the critical point in which it needs to be transformed. Taiwan’s tea industry has also responded to this trend. In addition to the improvement of tea quality, it is also needed to further improve production, marketing, and promotion thus the tea industry can sustain continuously. This study mainly focuses on the transformation of an individual case and the government policies to achieve sustainable management. Through the resource-based approach, historical research approach, and case-study approach, the researcher analyzed the problems encountered during the entire transformation process, faced with problems, solved problems, and finally proposed effective methodsfor improvement. As soon as the difficulties were overcome, the case continued to advance and achieve perfection. Looking at the results of the study, the researcher concluded the case in three dimensions. First, vertical integration of the tea industry chain is done. In three directions, tea planting, tea processing, tea circulation and consumption, and upstream, middle, and downstream manufacturers have strategic alliances to increase their competitive advantage. Second, the combination of cultural creativity and leisure industry, the case deeply loves the art of pottery and the culture of tea ceremony, plus the operation of bed and breakfast, combined with the development of the leisure industry in Taiwan. Third, the innovative R&D capability shows that the case can be invincible in the competitive Red Sea. The development of organic tea has injected a new force into the trend of self-cultivation. From the perspective of its operating companies, the case has made good use of its unique internal resources, grasped opportunities, coordinated with the timely transition of laws and policies, changed the operating model, analyzed its own advantages, and adjusted its operating and management strategies. This thesis can provide an important reference for the tea industry in Taiwan.