台灣茶葉拍賣市場設立可行性之研究

The Feasibility Study for the Auction Market Establishment of the Taiwan Tea

陳榮峰(Jung-Feng Chen)

指導教授 ： 嚴國慶 ； 王淑卿

朝陽科技大學/資訊學院/資訊管理系/碩士(2017年)

摘要

現今茶葉市場因大環境轉變和進口茶的衝擊，台灣茶的價格滑落品質也逐漸下滑。即便堅持品質的茶農為了成本考量，寧可做小一點不再擴張，導致休耕的茶園越來越多。如此一來，好的台灣高山茶可能逐漸的消失，再過不久市場都將充斥著進口茶，消費者也會失去買茶的意願。此外，台灣茶的價錢偏高，台灣人的消費能力較難負荷，導致茶業文化產生斷層。
進口茶葉對台灣茶農造成極大之衝擊，在產銷無法透明化與供需不平衡之現況，本研究期望解析現階段茶業產銷遇到的問題。因此，本研究的目的包括：
(1) 深入瞭解台灣茶業產業特性與規模。
(2) 分析台灣茶業產業概況。
(3) 收集台灣茶業資訊及茶葉產銷專業區營運資料。
(4) 透過深度訪談解析現階段茶業產銷遇到的問題。
(5) 探討台灣茶葉拍賣市場設立可行性。
由於茶業產業是台灣茶業產業發展過程中重要的一環，也是政府扶植的精緻農業產業之一。政府辦理國內外展售活動，結合農民產銷班，開拓國內外茶業市場，滿足消費者需求，這將是未來茶業市場行銷的重點。

關鍵字

台灣茶業 ； 產銷班 ； 可行性研究 ； 茶

並列摘要

Nowadays, the quality of Taiwan tea has been declining due to the change of tea market and the impact of imported tea. In order to cost considerations, adhere to the quality of the tea farmers are no longer expanding, more and more tea garden was fallow. As a result, good Taiwan mountain tea may gradually disappear, and soon the market will be filled with imported tea, the willingness consumers to buy tea will also be lost. In addition, the high price of Taiwan's tea, Taiwan's spending power more difficult to load, resulting in the occurrence of faults in the tea industry.
The import tea has great impact on the Taiwan tea farmers. In the situation of production and marketing cannot be transparent and imbalance between supply and demand. However, in this research, the problem of tea production and marketing will be discussed. The objectives of this study include:
(1) The characteristics and scale of Taiwan tea industry are in-depth understanding.
(2) The Taiwan tea industry profile is analyzed.
(3) Taiwan tea industry information and tea production and marketing areas of professional information is collected.
(4) The current tea production and marketing problems encountered of Taiwan tea industry is analyzed through in-depth interviews.
(5) The market feasibility study of Taiwan tea auction is discussed.
Tea industry is an important part of the development of tea industry in Taiwan, and it is also one of the fine agricultural industries that the government supports. Therefore, domestic and foreign sales activities have to be handled by the government. Combined with the farmer’s production and marketing classes, to develop domestic and foreign tea market, then the consumer demand is met. However, this is one of the key marketing priorities in the tea industry market in future.

並列關鍵字

Taiwan tea industry ； Production and marketing classes ； Feasibility study ； Tea

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