臺灣茶葉外銷市場結構之研究－集中度與依賴度的應用

The Study of Taiwan's Tea Export Market Structure: An Application of Market Concentration and Export Dependence

王國鳳(Kuo-Feng Wang)

指導教授 ： 黃健兒

嶺東科技大學/管理學院/高階主管企管碩士在職專班/碩士(2013年)

摘要

茶葉是除咖啡及可可外全球三大主要飲料之一，根據FAO之統計世界茶葉消費市場正持續擴大中。茶葉為臺灣農業部門高經濟附加價值之產品，近10年來產值大幅增加125.91%，2004年行政院農業委員會宣佈烏龍茶為「台灣四大農外銷旗艦農產品」之一，根據財政部關務署之統計，2012年部份發酵茶(以烏龍茶為主)為臺灣各類茶葉中出口價值最高之項目，顯見烏龍茶(部份發酵茶)已被政府農政部門評估最具外銷競爭力農產品之一。
然而，臺灣茶葉是否具備國際市場競爭力？臺灣茶葉外銷市場有否再成長之空間？據此，本文之研究目的為分析主要外銷茶葉類別之出口量值之變化及趨勢，外銷市場集中度之變化，外銷市場依賴度之變化，及對於主要出口國家依賴度、出口數量、出口價值、及單位價格之變化。實證分析係應用CR4與GHI集中度指數及市場依賴度指數，並使用財政部關務署之紅茶、部份發酵茶、普洱茶、綠茶等4大類別茶葉之出口統計資料進行分析。
整體而言臺灣茶葉外銷市場為中度集中市場且似乎呈下降趨勢，但部分發酵茶為高度集中市場且似乎略有上升之現象。主要外銷國家之市場依賴度，依序為中國大陸、美國、日本，且中國大陸之依賴度呈大幅上升之現象；對美國及日本之依賴度則呈持續下降之現象。另值得注意的是對東南亞地區之依賴度似有逐漸上升之趨勢。就臺灣茶葉外銷市場之未來發展而言，似有必要再積極分析臺灣茶葉於國際市場競爭力，深入研究擴大臺灣茶葉產業生產規模之可行性，及審慎評估高價(高品質)茶葉外銷引發國內市場排擠效果之可能性。

關鍵字

茶葉 ； 市場結構 ； 市場集中度 ； 出口依賴度

並列摘要

The global consumption of tea, one the three major beverages in the world in addition to coffee and cocoa, is constantly expanding according to statistics of the FAO. As one of the highly value-added product of agriculture sector in Taiwan, tea had the output value increased by 125.91% in the last decade: oolong tea was acknowledged as one of Taiwan’s “four leading exported agricultural products” by the Council of Agriculture in 2004; the partially fermented tea (oolong tea mainly) was the most valuable exported product among Taiwan’s all types of tea according to statistics of the Customs Administration, Ministry of Finance in 2012 and rated as one of the most competitive exported agricultural products by the competent agriculture authorities.
Is Taiwan’s tea competitive in the international market? Does the market of Taiwan’s exported tea grow continuously? The objectives of this study is to analyze changes and the tendency of export volumes and values of principal tea categories, as well as changes in concentration degrees of export markets, changes in dependency degrees of export markets, and changes of main trading countries in dependency degree, export volume, export value, and unit price. In empirical analyses for the concentration ratio and the dependency ratio based on CR4 and GHI, we referred to statistics issued by the Customs Administration, Ministry of Finance, for four types of exported tea including black tea, partially fermented tea, Puer tea, and green tea.
In general, the market of Taiwan’s exported tea is a moderately concentrated market which expresses downturn approximately; however, the market of partially fermented tea is a highly concentrated market which expresses upturn slightly. The market dependency is observed in those main trading countries including China, U.S., and Japan in turn; the market dependency upon China ascends substantially, while the market dependency upon U.S. and Japan descends continuously. It deserves to be mentioned that the market dependency upon Southeast Asia ascends gradually. As to development of the markets of Taiwan’s exported tea, some factors need to be further analyzed deliberately, for example, international market competitiveness of Taiwan’s tea, validity to expand the scale of production of Taiwan’s tea, and probability of the domestic market exclusion effect due to high-price (high-quality) tea exported to foreign countries.

並列關鍵字

Tea ； Market Structure ； Market Concentration ； Export Dependence

參考文獻

一、中文部份

1.伍峵志(2010)，《東協加一對台灣主要出口漁產品貿易量之影響-引力模型之驗證》，國立臺灣海洋大學應用經濟研究所碩士論文。

2.行政院農業委員會(2004)，《蝴蝶蘭、烏龍茶、台灣鯛及芒果將成為台灣外銷旗艦農產品》，農業委員會新聞與公報文號：4362，2004年03月17日。擷取自http://www.coa.gov.tw/show_news.php?cat=show_news&serial=1_diamond_20040317436200&print=1。

3.行政院農業委員會(2012a)，《農業統計年報》。擷取自http://agrstat.coa.gov.tw/sdweb/ public/book/Book.aspx。

4.行政院農業委員會(2012b)，《農業統計月報》。擷取自http://agrstat.coa.gov.tw/sdweb/ public/book/Book.aspx。