台灣茶因其高品質和富有特色，在國際市場上享有好評，是台灣茶葉的競爭優勢。然而，受到全球化貿易和成本上升等多方面的影響，台灣國內的市場需求已趨於飽和，因此，開拓海外市場已成為台灣茶產業必須面臨和思索的關鍵議題。在面對國際茶葉市場的激烈競爭環境時，台灣茶在海外市場的擴展需有明確的策略規劃。因此，本研究選定F公司作為個案研究的對象，透過該公司成功地將台灣佳葉龍茶推銷至俄國的案例，運用STP分析法探討市場的區隔、目標以及定位策略，深入理解到其成功的行銷策略與市場定位過程。研究結果期能對台灣茶葉產業的國際市場開發提供有實效性的見解，並為未來的相關研究提供一個新的視野。 Distinguished by its high quality and unique characteristics, Taiwanese tea enjoys favorable reviews in the international market, representing a competitive advantage for the Taiwanese tea industry. However, due to the influences of globalization, rising costs, and other factors, the domestic market demand in Taiwan has reached saturation. Thus, expanding into overseas markets has become a critical issue that the Taiwanese tea industry must confront and consider. In the face of intense competition in the international tea market, the expansion of Taiwanese tea into foreign markets requires strategic planning. Therefore, this study has chosen F Company as a case study. Through the successful example of F Company in promoting Taiwanese Gaba tea to Russia, this study uses the STP analysis method to explore market segmentation, targeting, and positioning strategies, gaining a deep understanding of the successful marketing strategies and market positioning process. The findings of this study aim to provide practical insights for the international market development of the Taiwanese tea industry, and offer a new perspective for future related research
