台灣茶曾以福爾摩沙烏龍之名享譽全球，但經歷兩次世界大戰與台灣經濟起飛後，世界茶產業格局大變。21世紀，全球消費市場在網際網路的推波助瀾下進入扁平化，跨境消費難度大大降低。但台灣空有領先全球的製茶技術與優異地理環境，卻沒有品牌意識，導致世界主要消費國家，除中國外，對台灣茶幾無所知。本研究以梨山產地品牌「梨山茗博茶業」為例，以SWOT與五力分析，針對梨山茗博茶業10年來嘗試從產地茶農進軍品牌之路，得出茶產地品牌需具備全球視野、品牌意識、創新價值、穩定品質與產量整合之能力，方能符合市場期待，真正經營出能夠行銷全球之品牌。 Taiwanese tea used to be well-known in the world as name Formosa Oolong, but after two world wars and Taiwan’s economic growth, the pattern of the world’s tea industry has changed dramatically. In the 21st century, the global consumer market has been flattened with the help of the Internet, and the difficulty of cross-border consumption has been greatly reduced. However, Taiwan has the world's leading tea-making technology and excellent geographical environment, but there is no brand awareness, which leads the world's major consumer countries, except China, to know little about Taiwan tea. This study takes the Lishan origin brand "Mingbo tea industry" as an example, and uses SWOT and Porter five forces analysis to target the Mingbo tea industry's attempt to become a brand from a tea farmers in the past 10 years. It is concluded that the tea origin brand needs to have a global vision and brand Consciousness, innovative value, stable quality and the ability to integrate production can only meet market expectations and truly operate a brand that can be marketed globally.
