茶產業之商業模式與演變

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题名:	茶產業之商業模式與演變 The Business Model and Evolution of Tea Industry
作者:	帥梅玉 Shuai, Mei -Yu
贡献者:	EMBA高階經理碩士在職學位學程
关键词:	商業模式;茶產業;文創 Business model;tea industry;cultural innovation
日期:	2019
上传时间:	2019-10-21 01:42:45 (UTC+0)
出版者:	亞洲大學
摘要:	茶，在中華民族已擁有五千年歷史，是華人國家最具代表性的飲品。在台灣，茶產業發展至今已達兩百多年，已經成為國人日常重要飲料之一。台灣在茶產業的發展，因環境適合栽種及品質和技術上的保證，使得台茶在國際上享有品質保證及價格優秀之競爭力，隨著消費升級及健康意識的抬頭，根據2016台灣區製茶工業同業公會統計數據顯示，目前台灣茶產業總產值共約1500億台幣。本文將運用Johnson（2010）的商業模式架構，探討華剛茶業如何利用第四代企業聯姻帶動了華剛的產、製、銷，以及利潤公式上帶來的效益，而在雲天舞茶時期開始加強關鍵資源及關鍵流程的豐富程度，百年華剛時期，朝向國際的發展，如今已不是以銷售為主而是在傳遞茶文化的真善美。 Tea has played an important part in Chinese history for the past 5000 years, and drinking tea has become one of the most symbolized and recognized habits in the Chinese culture. Tea has become an important habit and industry in life in Taiwan for 200 years. Due to the suitable environment is for planting, quality and technical guarantee, Taiwan tea has excellent competitiveness in international prices and gained its renowned quality. According to The Taiwan Tea Manufacturers’ Association, the annual output value of the tea industry in 2016 has reached 150 billion NTD. With the rise of health awareness, this paper will use business models by Johnsons (2010) business model structure to demonstrate how Huagang effectively in its fourth generation into its tea production business by the marriage of enterprises has promoted the production, manufacture and sales of Huagang, which has brought favorable help to the profit formula. In the days of Yuntian, it began to strengthen the richness of key resources and key processes. During the 100 years of Huagang, the development towards international development, Nowadays, it is not based on sales but on the truth, goodness and beauty of tea culture.
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