臺日茶產業行銷策略研究 ─以天仁茗茶與伊藤園為例

張勻嘉

doi:10.6826/NUTC.2013.00088

44.200.74.241，Hello！

Close
Search Quick Search Advanced Search Publication Search	Personal Service Member Login Searching History Use Bonus Card SYMSKAN
Browse Browse by University of Graduate Thesis Browse by Pinyin of Graduate Thesis Browse by Conference Proceedings Topic Browse by Conference Proceedings Publisher Browse by Pinyin of Conference Proceedings Browse by eBook Category Browse by eBook Topic Browse by eBook Publisher
Customer Services Authorize Airiti Recommend a Journal

Search Symbol (Half-width)	Description of Search Symbols
Space	"AND" indicates the intertwining of key terms used in a search
Double Quotation Marks ("") ( " " )	Double quotation marks indicate the beginning and end of a phrase, and the search will only include terms that appear in the same order of those within the quotations. Example: "image process" ： " image process "
?	Indicates a variable letter. Entering two ? will indicate two variable letters, and so on. Example: "Appl?", search results will yield apple, apply… e , appl y … ( (often used to English word searches) )
*	Indicates an unlimited number of variable letters to follow, from 1~n. Example: Enter "appl*", search results will yield apple, apples, apply, applied, application…(often used in English word searches) e , appl es , appl y , appl ied , appl ication … ( (often used to English word searches) )
AND、OR、NOT	Boolean logic combinations of key words is a skill used to expand or refine search parameters. (1) AND (1) AND: Refines search parameters (2) OR (2) OR: Expands search parameters (3) NOT: Excludes irrelevant parameters

DOI stands for Digital Object Identifier （ D igital O bject I dentifier ） ,
and is the unique identifier for objects on the internet. It can be used to create persistent link and to cite articles.

Using DOI as a persistent link

To create a persistent link, add「http://dx.doi.org/」「 http://dx.doi.org/ 」 before a DOI.
For instance, if the DOI of an article is 10.5297/ser.1201.002 , you can link persistently to the article by entering the following link in your browser: http://dx.doi.org/ 10.5297/ser.1201.002 。
The DOI link will always direct you to the most updated article page no matter how the publisher changes the document's position, avoiding errors when engaging in important research.

Cite a document with DOI

When citing references, you should also cite the DOI if the article has one. If your citation guideline does not include DOIs, you may cite the DOI link.

DOIs allow accurate citations, improve academic contents connections, and allow users to gain better experience across different platforms. Currently, there are more than 70 million DOIs registered for academic contents. If you want to understand more about DOI, please visit airiti DOI Registration （ doi.airiti.com ）。

Data Source

Humanities > Linguistics
Humanities > Foreign Literature
College of Design and Language > Master's Program, Department of Japanese Studies

Bibliography Management Tool

Related Links

Report an Issue

Purchase Single Articles

Download PDF

臺日茶產業行銷策略研究 ─以天仁茗茶與伊藤園為例

The Marketing Strategy of Tea Industries in Taiwan and Japan: A Case Study of Ten Ren Group and Itoen Group

張勻嘉 , Masters　　Advisor：張銘今　　

繁體中文;英文 DOI： 10.6826/NUTC.2013.00088

行銷策略；茶產業；茶飲料；茶葉；天仁茗茶；伊藤園； Marketing strategies ； Tea Industry ； Tea Drink ； Ten Ren’s Tea ； Itoen

Abstract │ Reference (146) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

The advancement of industrial globalization and diversification bring extensive economic profits to countries around the world. The changes of living style make people start to concern about their living quality including safety, high quality and healthiness in eating-and-drinking ways. The behavior of tasting tea is more frequent practice than ever, and the demand of tea has increased. Among the various cultural resources of Japan and Taiwan, "tea" is one of the most presentable symbol in both countries.
"Ten Ren’s Tea" is a leading company in the tea industry of Taiwan. "Ten Ren’s Tea" has extended their enterprise on many different fields and overseas routes. On the other hand, "Itoen" is the most notable company in tea industry of Japan. "Itoen" is focusing on the associated business of tea industry and expending their overseas market.
This thesis examines and studies the marketing strategy of tea industry through the cases of "Ten Ren’s Tea" and "Itoen". There are three purposes of this thesis: Study the administrative action and marketing strategy of "Ten Ren’s Tea" and "Itoen"; Examine how the marketing theory works; Offer marketing strategies of taking further steps into the others’ market through the results of market research.

Reference ( 146 ) 〈TOP〉

本間典子（2006）＜臺灣消費者對日本綠茶喜好性之研究＞，臺灣大學園藝學研究所碩士論文。
連結：
吳祝華（2009）＜結合傳統實體通路與網路商店之行銷策略-以台灣茶葉產業為例＞，中原大學國際貿易研究所碩士論文。
連結：
林正昌（2007）＜台南地區茶飲業連鎖店之消費者行為及行銷方案之研究＞，高苑科技大學經營管理研究所碩士論文。
連結：
林雨虹（2008）＜中國大陸茶飲料及果汁飲品之市場行銷策略研究＞，淡江大學中國大陸研究所碩士班(文化教育組) 碩士論文。
連結：
林柏霖（2006）＜九二ㄧ重建區產業振興核心策略之探討－以華山咖啡及澀水紅茶為例＞，中興大學農業推廣教育研究所碩士論文。
連結：

Altmetrics

〈TOP〉

E-mail ：

When an article is available to download, a notice will be sent to your mailbox address.

E-mail ：