以鑽石模型理論為基礎─探討阿里山紅茶產業之經營問題

Based on Diamond Analysis Theory – Exploring Industrial Management Problems for Alishan`s Black Tea.

王星迪(Shing-Di Wang)

指導教授 ： 林永順

國立屏東科技大學/管理學院/農企業管理系所/碩士(2015年)

https://doi.org/10.6346/NPUST.2015.00083

摘要

根據農業統計年報，僅初製茶產值就高達68億元，茶葉的市場不容小覷。而紅茶與傳統半發酵茶不同，具備品質穩定，不隨放置時間衰敗等特性可做為長距離運輸、長時間保存的依據，進而遠眺外銷市場。阿里山紅茶由茶改場導入技術，並在近幾年逐漸形成一股風潮，許多原本製作傳統烏龍茶的茶廠紛紛投入研發與生產，又因其地理條件之故，與臺灣其他地區紅茶有不同的特色，故本研究目的在於了解阿里山紅茶的產業概況，並以『鑽石模型』做為理論基礎，依其六大構面進行專家訪談，據此探討阿里山紅茶產業之經營問題。
　　經訪談得知，阿里山紅茶產業的經營問題有：具專業素養的勞動力、風土條件、技術與變數的掌握、市場開發、進口混茶現象衝擊市場、消費者辨別力低、製茶設備協助掌握變數、設備與技術邁向更標準的紅茶、接觸與教育消費者飲茶觀念、夏秋茶的轉型與獲利機會、基礎品質優秀、協助茶區轉型、茶區面積管理、認證制度等問題。

關鍵字

紅茶 ； 鑽石模型理論 ； 質性訪談 ； 經營問題

並列摘要

According to annual statistical report published by Council of Agriculture, the production output of primarily processed tea products alone had reached up to 68 billion NTD each year. Therefore, the significance of tea products should not be underestimated in the global market. Black tea, varying distinctively from traditional semi-fermented tea, has consistency in quality and does not deteriorate easily. This enables black tea to withstand long distance transport and prolong storage thus making it favorable for export. In recent years, technology sourcing from Taiwanese tea research and extension station into Alishan black tea industry has become a phenomenon gradually. Many tea manufacturers that produce traditional Oolong tea previously have shifted their focus onto research and production. Alishan black tea can also be distinguished from other regional Taiwanese black tea due to geographical conditions. Thus, the purpose of this study is to understand Alishan black tea industry and provide an overview of it. The “Diamond Model” was used as theoretical basis of this study to explore industrial management problems of Alishan black tea. I interviewed an expert in Alishan black tea according to 6 different perspectives featured in the “Diamond Model”.
Based on interviews conducted in this study, Management Problems in Alishan black tea include:
-professional labor force
-geographical conditions
-techniques and variables control
-market development
-shock in tea market caused by imported mixed tea
-low awareness in consumers
-tea production equipment as variable control aid
-enhanced production system and techniques for higher quality black tea
-increase exposure and education on consumers’ perception of tea
-transition between summer and autumn tea products thus raising profit
-excellent fundamental qualities
-assist transition of tea production areas
-management of land surface areas in tea producing regions
-authentication system, etc.

並列關鍵字

Black tea ； Diamond Analysis Theory ； Case study interviews ； Management problems

參考文獻

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