To Explore the Tea Industry History since the end of World War Two(1946-2011)from the Viewpoint of Marketing Variation

• Main Authors: Chuang, Jui-Lan, 莊瑞蘭
• Other Authors: Huang, Shaw-Herng
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/6s84f8

碩士 === 國立交通大學 === 客家文化學院客家社會與文化學程 === 101 === This thesis aims at combing the process of beginning, prospering, fading of Bei-pu tea industry from the viewpoint of geography, history, and culture.The time span focuses on 1946-2011, i.e. since the end of World War Two to 2011. Once, there's a saying "tea gold, tea dust, tea shit" prevailing over the Bei-pu tea industry. By which, it indicates the seemingly unavoidable process of prosperity and decay of tea industry. Bei-bu, on the south eastern skirt of Hsin-chu, is surrounded by two beautiful and magnificent mountains, Five-fingers &; Goose-crest. Da-pin stream, originating from Goose-crest Mt., flows through the whole Bei-bu. Thus, the tea trees find their best growing environment under such an appropriate geography and hydrology. Thus, from the late Ching Dynasty to Japanese colonial period to 1980, TEA played an important role in the lives of Bei-pu people. Over sixty years, tea gardens occupied most of the Bei-pu terrain. When the tea leaves picking time came, people made tea from the main roads to narrow alleys. At that time, big and middle sized tea factories profited a lot from tea. Among them, Rung-kuang company, explored in this thesis, was the most famous one. It was famed for exporting black tea from the Japanese colonial period till around 1950. After 1950, there's a short period that Rung-kuang also produced green tea like the other big tea manufactories in Taiwan. Its inventor, Jiang Ah-hsing, was a legend in the Bei-pu tea industry and his achievements are still eulogized in Bei-pu nowadays. In this thesis, Pung-fung tea, the best and well-known tea in Bei-pu and world Oo-long tea market, is another topic deeply and widely discussed. Furthermore, the relationship between Pung-fung tea and the tea gardens, the bug-affected(著蝝) tea leaves essential to making Pung-fung tea, the tea farmers' opinions on broad-scale bug-affected tea garden, etc. are also widely discussed. Also, this thesis tries to clarify the following issuses:the highly-praised "1998 Bei-pu Pung-fung Festival" and its influence on Bei-pu's tourism and tea industry; the beginning, development and present situation of "tea-grinding"(擂茶) in Bei-pu; tea farmers' and tea technicians' evaluations on "qualified tea competition"(優良茶競賽); the influence of tea competition judges' likes and dislikes on the present flavour of tea and tea market; the credibility of tea competition; the impact of the large-scale invasion of the imported tea from Mainland China and Vietnam on the local market; the fresh impetus of the produce traceability to the local tea farmers since three years ago till now.