| Summary: | 碩士 === 國立東華大學 === 管理學院高階經營管理碩士在職專班 === 102 === Pu'er tea is a variety of fermented dark tea produced in Yunnan province, the culture of Pu'er tea drinking is a traceable culture among Chinese history. In Qing dynasty it was submitted to emperors as tribute tea and emperors were indulged its flavor because of that it became one of the most important popular teas. The procedures of its fermentation after tea leaves were dried and rolled which is distinguished from other teas. Pu'er takes undergoing the complex process of gradual fermentation and maturation with time. Those process involves an accelerated fermentation into ripe and all types of Pu'er can be stored to mature before consumption, the more aged it has been lasting the more tasty it has been improved. That is why it is commonly labeled with year and region of production as consequent as its prices variations.
In the early 90’s, Hong Kong was the largest region of warehouses locations for the storages of Pu'er tea. In 1997 when Hong Kong returned to China, many high quality of Yunnan Pu'er tea had released into the tea drinking market consequently many tea lovers fascinate its aroma, flavor, and complexity as they aged. When the Yunnan Pu'er tea has been producing and market can stay acceptably the values of Yunnan Pu'er tea has been increasing as well.
This thesis is a research of hedonic price theory applied on the prices of Pu'er tea. As the age of fermentation is the key factor of its price determination. Pu'er tea prices are cross a very wide range from hundreds to thousands of millions that aroused the interests to disclosure the key factors of pricing of Yunnan Pu'er tea. The prices variations are made by consumers’ subjective estimation and the flavor they admired. My study is using hedonic price theory to analyze Yunnan Pu'er tea perceived from other black tea, green tea and other tea categories. Due to its unique production procedures the variation of prices and the relations may be found like trying to put puzzles as a whole picture. Different tea leaves, tea trees and different procedure, brick shapes and brands vary the flavors yet above all are the determination factors for tea consumers’ considerations of purchasing. Based on these data to analysis as a quantitative research, is trying to discover the comparisons of the price performance in classifying age at maturation, the variations and relations differences.
The result indicates these prices are distinct from others caused of some specific year aged Pu’er tea with Genshen aroma, camphor aroma and aftertaste with salivation as well as feeling mellow hauntingly are significant factors of price variations. Three categories of Pu’er tea are also pronounced the trade of price levels. The more age of Pu’er tea the more prices will be increased extraordinarily besides, the percentage of price enhancement is also superior from others. This is also reflected the demand of high quality Pu’er tea and the characteristics of Pu’er tea possessed that improve with ages. The study shows marginal differences in pricing, ripe Pu’er tea is munificent than raw Pu’er tea. The ‘hedonic pricing’ model views fine, aged Pu’er tea as collections of ‘attributes’ or ‘characteristics’ like fine wine brewing. The result can be the references for those enthusiastic merchandisers’, drinkers and collectors’ references.
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