製茶產業之產銷研究：以A公司為例

[[abstract]]茶為世界三大飲料之首，生津止渴人手一杯茶飲，而最基本的原料皆來自於茶葉。茶葉是台灣主要輸出的農產品，替台灣創造許多外匯利潤。隨著時代的變遷，台灣社會型態的改變，使得製茶產業逐漸走向沒落，加上農業貿易自由化，大量的進口茶葉開始與國內茶葉相互競爭，使得原先的風光已然不存在。因此，想要提升台灣製茶產業的優勢，就必須發展附加價值性高的新產業。 本研究探討茶葉的產業沿革與發展及產銷概況，以A公司為研究對象，探討個案公司生產、銷售與未來發展狀況、五力分析、SWOT分析，研擬出個案公司未來的行銷策略。 本研究結果，提出對個案公司有利的四項行銷策略建議，1.利用地利之便融合地方產業特色，帶動文化傳承；2.開發旅遊創新體驗模式，帶動旅遊體驗風潮；3.在茶葉包裝上，研發創意，如何讓消費者更簡便的喝茶，吸引年輕消費族群目光；4.增加推廣茶葉產品曝光的機會。 Tea is one of the main output of agricultural products in Taiwan, many lines for domestic foreign exchange profits. Along with the change of The Times, social patterns of transition for the business development.The tea industry is gradually starting to bust.Together with agricultural trade, make foreign imports of tea to start with national tea competition, the original beauty does not exist. Therefore, want to boost tea industry of advantage, requires the development of new value added industries. The research explored the tea industry history and development and sales, to A company is, Explore the case company production, sales and future developments, Porter-five forces analysis and SWOT analysis, development of the case company's future marketing strategy. This study,the case of the four beneficial marketing strategy recommendations. 1.Integrate local industry characteristics with geographical advantage promote cultural Inheritance; 2. The development of tourism and stimulate innovation experience mode wave travel experience; 3. In the tea packaging, the research and development of ideas and how to give consumers more easy to drink tea, attract young eyes consumer groups; 4. Increase the promotion of tea products exposure opportunities