台灣紅茶產業分析－以南投縣魚池鄉為例

Analysis for Black Tea Industry in Taiwan - Take Yuchih Township,Nantou County as an Example

盧玟丞(Lu, Wen-Chen)

指導教授 ： 潘江東

國立高雄餐旅大學/餐旅學院/餐旅管理研究所在職專班/碩士(2011年)

https://doi.org/10.6825/NKUHT.2011.00041

摘要

本研究目的在探討台灣紅茶產業發展情況，以台灣紅茶產業最集中的 地區－魚池鄉為研究地域，探討產業發展的情況及未來發展的願景。為何以魚池鄉紅茶產家為研究主體，乃基於以下理由：該地區紅茶栽種的地域最集中、也最具有知名度，尤其在九二一地震發生之後，政府有計劃在該鄉推動紅茶產業的新發展。 所謂紅茶產業，它具有以下的意義：「係指一群從事紅茶生產或類似產品商家、行業或企業的總稱，依需求面而言，紅茶產業是具有相互密切競爭關係的企業群，若依供給面而言，他們是採用類似生產技術之廠商群。」 此處所指的紅茶並非是生產於外國的紅茶，而是指魚池鄉所栽種的老阿薩姆種、台茶八號、台茶十八號（俗稱紅玉）、台灣山茶等。 本研究採取個案研究法、深入訪談法，藉以對紅茶產業的發展現況、 競爭狀況、競爭優勢等層面做深入的分析，所得結論如下： 一、就紅茶的生產面而言：紅茶廠家在許多經營理念、經營規模、茶葉栽種、茶種的選擇與製茶方式等接受了茶葉改良場專業者的建議， 奠定紅茶產業發展根基，又使用有機農法的栽種方式，調整茶廠多 元化經營方式，而且負責人多是身兼多職。 二、就紅茶產品面而言：主要銷售的茶品為：台茶十八號（紅玉）、阿薩姆紅茶與台灣野生山茶，為提高產品附加價值及銷售量與產量， 使其能持續不斷成長，並能將茶葉價格維持在穩定的狀況。 三、就紅茶的行銷面而言：舉辦紅茶比賽，建立紅茶品牌的知名度，以帶動社區的營造，促進紅茶產業復興。銷售方式則以運用網站為 主，而銷售地區仍以本國為主。 四、就紅茶的競爭面而言：努力朝向紅茶品牌化，樹立精緻化的風格為目標，魚池鄉廠家競爭者為數眾多，而且勢均力敵，烏龍茶與其它 地區的紅茶，成為影響紅茶營收的替代品。 綜合論之，魚池鄉紅茶的關鍵性成功因素以有機的無污染的方式生產 出高品質的紅茶產品，結合現代化的行銷手法，改變茶葉製作品質等，這也是其無法替代的核心資源。對於未來紅茶產業發展的建議，如下：行銷方式的再加強，新商機的再創造，改善現階段紅茶比賽的缺失，增加有機紅茶的認證公信力，將紅茶文化與觀光結合做推廣，加速國際化的進展，使紅茶朝更多元的開拓，都是本文撰寫的重要建議所在。

關鍵字

漁池鄉紅茶產業分析 ； 競爭優勢 ； 核心資源

並列摘要

ABSTRACT
The purpose of the study is to explore the development of black tea industry in Taiwan.
It takes the most centralized area of Taiwan black tea-Yuchih Township as the study subject to research the industry development and future vision. The reasons why we take black tea producers in Yuchih Township as the study subject are as follows: the area is the most centralized and most famous place for planting black tea. Especially after the 921 earthquake,the government is planned to drive the new development for black tea industry in the said
township.
The so-called black tea industry has the following meanings: “it is the generic term for the similar dealers, industries or enterprises that are engaged in black tea production. In relation to demand side, the black tea industry is the business group that has close competitive
relationship. If it is for supply side, they are the manufacturer groups that adopt similar production technology”. The black tea mentioned here is not the black tea from abroad but means the Antique Assam, Taiwan Tea No.8, Taiwan Tea No.18 (commonly known as Hong Yu) and Camellia sinensis f. formosana that are planted in Yuchih Township.
The study adopts case study and depth interview to have deep analyses for current development of black tea industry, competitive situation and competitive advantage and here are the conclusions:
I. As for the production of black tea: Black tea manufacturers accept the suggestions from the experts of Tea Research Extension Station about business idea, scale of
operation, tea planting, choices of tea species and methods for tea making which lay the development foundation for black tea industry. Moreover, organic farming is adopted to adjust the various business modes for the tea factory and the responsible person plays multiple roles.
II. As for the black tea products: The primary tea products for sale are Taiwan Tea No.18 (Hong Yu), Assam Tea, Taiwan Wild Tea in order to increase the added values, sale volumes and yield of products, make it grow continuously and
maintain the tea price in stable condition.
III. As for black tea marketing: Hold black tea competition, establish the popularity of black tea brands to drive community planning to promote the revival of black tea industry. The main mode of selling is through website and the main sale area is still in Taiwan.
IV. As for the black tea competition: The goal is to head for the branding of black tea and set up refined style. There are numerous manufacturers of equal strength in
Yuchih Township. Oolong Tea and black tea in other areas are the substitutes that influence the revenue of black tea.
To sum up, the key factor for the success of black tea in Yuchih Township is to produce fine quality of black tea products by organic and non pollution way and combine the modern marketing to change the tea making quality, etc. which would be irreplaceable core resources,too. The followings are the suggestions for the development of black tea industry:re-increasing marketing methods, recreating new business opportunities, improving current faults of black tea competition, raising the credibility of authentication of organic black tea, spreading black tea culture and combining the sightseeing, accelerating the progress in internationalization to make black tea have multiple growths are the important suggestions for
writing this article.
Key words: Black tea in Yuchih Township, industry analysis, competitive advantage, core resources.

並列關鍵字

Black tea in Yunchih Township ； industry analysis ； competitive advantage ； core resourses

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