台灣茶葉零售品牌策略及顧客品牌體驗分享之研究

Investigating the Strategies of Taiwan’s Tea Retailing Brands and Customer’s Brands Experiences Sharing in Blogs.

邱詩琪(Shi-Chi Chiu)

指導教授 ： 佘日新

共同指導教授 ： 葉明亮(Ming-Liang Yeh)

國立暨南國際大學/管理學院/國際企業學系/碩士(2016年)

摘要

台灣的飲茶文化已行之有年，廣泛的融入民眾日常生活中，根據行政院農業委員會農糧署的統計資料顯示，台灣一年的國內茶葉需求量約4萬多噸，加上台灣茶品質備受國際肯定，茶產業的未來有很大的發展性，在目前由政府輔導的地方特色產業業者之中，就有7.4%與茶葉相關。如今飲茶文化也漸漸朝向多元化發展，許多不同經營型態的茶葉品牌不斷出現，消費者也可以選擇自己喜愛的方式品茶。
本研究挑選13家具有代表性與獨特特色的台灣茶葉零售品牌作為研究個案，在經營者策略分析方面，使用「策略矩陣」作為分析工具，將13家台灣茶葉零售品牌分為四個策略群組，分別為「觀光體驗」、「高價精緻」、「百年歷史」以及「國際化企業」；在消費者的品牌體驗方面，使用文字探勘的方式，蒐集各個茶葉零售品牌消費者在部落格上分享的文章，並使用文字探勘軟體--Clever Craft進行分詞、關鍵詞與推論樹等分析。
研究者想利用有系統的研究方法，歸類出目前市面上的台灣茶葉零售品牌可分類成幾種策略群組，並了解各策略群組消費者的品牌體驗為何，將經營者的策略與消費者的品牌體驗進行比較，藉此了解兩者之間的異同，並且給予建議，希望不論在實務上或理論上，對參考者產生有效的幫助。

關鍵字

台灣茶產業 ； 策略群組 ； 策略矩陣 ； 品牌體驗 ； 資料探勘 ； 文字探勘

並列摘要

Drinking tea is executed for a long time in Taiwan.Drinking tea is a part of people's life. According to the statistics from Agriculture and Food Agency, Council of Agriculture, Executive Yuan, Taiwan's domestic demand of tea is roughly 40,000 tons a year. Quality of Taiwan's tea also is approved around the world.We can understand that tea industry has a lot of chance to develop in the future. There are 7.4% of tea-related industrys in the Local Culture Industry that are assisted by the Government. Now, drinking tea has diversified ways. Many tea brands produce in the market that have different business model. Therefore, consumers also can select thier favorite way to drink tea.
Our resaerch selects thirteen cases about Taiwan’s tea retailing brands that are representative and characteristic. I usedstrategic matrix asmy analytical tool, and grouped the thirteen tea retailingbrands into four strategic groups, that are "tourism experience"、"exquisite and expensive"、"historical" and "international enterprise".For analysing the tea brands’experiences of customers in Taiwan, I used text mining technic.
First, I collect brand's texts on blog that are shared by theirs customers. Next, I use software of text mining, Clever Craft, to do some analysis including word segmentation, keyword and inference tree, an so on.
In this research, I would like to explore three important questions. First, how many strategic groups can be grouped in Taiwan's tea retailing brand market? Next, how the customer's brand experiences can be extracted in each emerged strategic groups. Finally, I comparedthe differences between strategic intensions of tea retailing brands operators with customer's experience.Based on my research results, I proposed some theorical and practical suggestions.

並列關鍵字

Strategic Group ； Strategic Matrix ； Brand Experience ； Data Mining ； Text Mining

參考文獻

Holbrook, M. B. (2000). The millennial consumer in the texts of our times: Experience and entertainment. Journal of Macromarketing, 20(2), 178-192.

Agrawal, R., & Psaila, G. (1995). Active Data Mining. Paper presented at the KDD.

Arnould, E. J., Price, L., & Zinkhan, G. M. (2002). Consumers: McGraw-Hill/Irwin.

Berry, M. J., & Linoff, G. (1997). Data mining techniques: for marketing, sales, and customer support: John Wiley & Sons, Inc.

Berry, M. J., & Linoff, G. S. (2004). Data mining techniques: for marketing, sales, and customer relationship management: John Wiley & Sons.