茶產業早期鼎盛時期，為台灣經濟起飛時，許多觀光客顧客喜愛購買台灣茶葉商品，台灣茶在國際間享有知名度，但是近幾年來，經濟景氣持續的低迷，加上新世代年輕人消費習慣的改變及網際網路的盛行，茶產業必須轉型，走向服務化，以創新差異化的服務爭取市場區隔。因此本研究為以服務創新三構面探討茶產業批發零售商之服務創新。本研究目的為探討茶產業之服務創新事件，解決個案公司茶產業轉型之問題。本研究採個案研究法，以茶葉為研究個案，進行資料分析，並透過文獻建構一系統分析架構，進而獲得茶產業之服務創新系統。本研究獲得以下結論：ㄧ、茶產業服務創新系統圖，二、系統可供相關產業使用。依據上述結論，提出管理意涵供產業參考。 The prosperous period of tea industry was as the time of the stage ofeconomic take off in Taiwan. Many tourist customers loved to buy Taiwanese tea products, which became eminent credit to the international market. However, in recent years, encounteringthe issue of incessant economic depression, the consuming pattern of new age and under the framework of spreading internet, this certain industry desperatelyneeded to equip itself with a modified operation and service, which paved the way for innovative differentiation to spotlight its segmentation in this field. Therefore, this study implemented three dimensions of service innovation to delve into the aspect of service innovation in tea retail. The purpose of this study was to: 1. scrutinize the cases of service innovation in tea industry, 2. resolve the difficulties occurred in the process of industrial transformation in this case cooperation. This study was a case study, a specific one targeting the subject---tea, to analyze the information collected, and with thedevelopment of literature review to construct a systematic analysisframework, then ultimately to attentively acquire a comprehensively innovative service model in tea industry.The conclusions of this study were obtained as follows: 1. The figure of service innovation model in tea industry, 2. Practical implementation for relevant industries. Pursuant to the aforementioned conclusions, the management implications were proposed for industrial references.
